Email Marketing: Data to Measure and Metrics to Help Make Sense of it All
To measure the success of your email campaigns, you need to collect the following data: massages sent, messages delivered, hard and soft bounces, messages opened, unique and total clicks, and unsubscribes. Open rates, click-through rates, response rate/conversion rate and unsubscribe rate are four metrics that will help you make sense of it all. Unsubscribe rate, for example, is the number of unsubscribes divided by the number of messages delivered. “Use the Unsubscribe Rate to measure how well you hold your subscribers’ interest over time. If subscribers do not like what you’re saying, don’t find it interesting or feel that you’re sending them far too many emails, they’ll tell you by choosing to leave your email list.” (Optify)
