Chapter 11: Email Analytics
Chapter 11 of 15
Chapter 11: Email Analytics
11.1 Key Metrics
Email analytics provide insights into campaign performance. Track key metrics to understand what works and optimize for better results.
Engagement Metrics:
- Open Rate: Percentage who opened email
- Click-Through Rate (CTR): Percentage who clicked links
- Click-to-Open Rate: Clicks divided by opens
- Engagement Rate: Overall engagement score
Conversion Metrics:
- Conversion Rate: Percentage who completed desired action
- Revenue per Email: Revenue generated per email sent
- ROI: Return on investment
- Cost per Acquisition: Cost to acquire customer
List Health Metrics:
- Unsubscribe Rate: Percentage who unsubscribed
- Bounce Rate: Percentage of failed deliveries
- Spam Complaints: Number of spam reports
- List Growth Rate: Rate of subscriber growth
Performance Metrics:
- Delivery rate
- Forward/share rate
- Time to open
- Device breakdown
11.2 Analytics Tools
Use analytics tools to track and analyze email performance.
- Email platform analytics
- Google Analytics integration
- Custom dashboards
- Third-party analytics tools
- Reporting tools
11.3 Analytics Best Practices
Follow best practices for effective email analytics.
- Track key metrics regularly
- Set up custom reports
- Monitor trends over time
- Compare campaigns
- Use insights to optimize
11.4 Advanced Analytics
Leverage advanced analytics for deeper insights.
- Cohort analysis
- Attribution analysis
- Predictive analytics
- Customer lifetime value
- Multi-touch attribution