Category
6 articles in Metrics & Benchmarks.
You can't improve what you don't measure — but email metrics are easy to misread. Open rates shifted meaning after Apple's privacy changes, averages vary wildly by industry, and a single vanity number can hide a failing program. These guides explain what each metric actually tells you, the formulas behind them, realistic benchmark ranges, and how to connect email activity to revenue you can defend.
Six email attribution models compared side by side, why email is systematically undercredited in last-click reporting, how to set an attribution window that matches your sales cycle, and why open-based attribution no longer works. Includes holdout testing as the reality check on any model.
Open rate broke when privacy features started preloading images. Here are the metrics that survived, what each one actually tells you, the health thresholds that protect your sender reputation, and a one-screen dashboard worth reviewing every week.
The email list growth rate formula with a worked example, gross vs net vs active growth, realistic benchmark ranges, a diagnostic table for stalled growth, and the levers that actually move the number.
A good email open rate sits roughly in the 20-35% range for most industries. See approximate benchmarks by industry, why privacy changes inflate the metric, and how to improve a low open rate.
Email open rate = (unique opens / emails delivered) x 100. See the formula, a step-by-step worked example, why you divide by delivered (not sent), and related metric formulas.
Email click-through rate (CTR) = (unique clicks / delivered) x 100. See the formula, approximate benchmarks by industry, CTR vs. CTOR, and seven proven ways to improve your clicks.