Back to the Basics: Email Metrics

Back to the Basics: Email Metrics

Back to the Basics: Email Metrics Email marketing may seem daunting for the uninitiated, but if one takes the time to master the basics, it does not have to be difficult. This article will focus on the cornerstone of every successful email marketing plan: metrics. Which email metrics should be tracked? Why? These are the five email metrics every marketer worth their salt tracks during each marketing campaign. Open Rate Analyzing email open rates is essential for effectively optimizing email marketing campaigns. The first step of any successful email marketing campaign is getting people to actually open the email. Total Opens: the number of times an email is opened. Total Open Rate: the percentage of people who received your email, then opened it. Unique Opens: focuses on the unique individuals who viewed the campaign. Counts an individual opener only once regardless of the number of times they opened the email in total. Unique Open Rate: the unique email opens divided by the total number of...
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