Analyzing Your Emails: 7 Key Metrics to Watch

By Monica Montesa

This post is the eighth installment of our new series, The Ultimate Guide to Email Marketing – an eight-week series that covers the fundamentals of email marketing.

If you send an email out into the wild and don’t review the analytics, did it really happen? Of course it did! But it does make it difficult to know what kind of impact your email had. Did a lot of subscribers open it? Did they click any links? Did they make a purchase as a result? To answer these questions and discover if your emails are helping you connect with customers and grow your business, checking the performance of your emails is essential. Like any other business strategy, analytics are the key to identifying success. Plus, your email analytics can tell you different stories about subscriber engagement and the kind of content that resonates with them. With that kind of intel, you’ll be able to discover opportunities to make improvements, deliver more value and increase the effectiveness of your emails. Interpreting the data from your email analytics may seem daunting, but don’t be afraid to delve into it. When reviewing your analytics, here are seven key email metrics you’ll want to follow. Don’t feel like reading this post? Listen to the podcast adaptation below, or watch the YouTube video!

1. Open rates

Open rates measure the number of people who opened your messages and provide several insights into your email’s overall performance, including whether your subject lines are effective and the best times to email subscribers. If your open rates aren’t as high as you want them to be, there are simple steps you can take to try to improve them. For example, try emphasizing urgency in your subject lines to make them more compelling. Or, add specific details that tell subscribers exactly what they’ll get in your emails. Your goal is to stand out in the inbox, so you need to convince subscribers that your content is worth engaging with. Low open rates could also mean that you’re not sending emails at an ideal time for your subscribers. Instead of Mondays at 5 p.m., try sending emails in the morning or on different days. Once you find what works, stick with it!

2. Traffic

To find out the number of subscribers going from your emails to your website, you’ll want …read more

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