For close to 20 years, the tracking of email marketing engagement metrics has not changed very much. Apart from the standard open and click metrics with variants, marketers rely on engagement metrics that only scratch the surface of what it takes to propel growth within a program. In fact many industry benchmark reports, still use metrics that have been been around for a long time.
Let’s be honest, the metrics we have come to rely and report on the most are directional at best. Despite industry norms or what you were led to believe when you first took over as the lead in email, there may be other metrics that can drive your program to even greater heights.
To be clear, Trendline believes that the standard email metrics of uCTR, uCTOR, uOR, tOR, tCTR, device breakdown, bounces (hard, soft, technical, block), complaints, unsubscribes, etc., are still worthy of tracking and, in most cases, can tell a compelling story of what is happening...