Metrics and Benchmarks
Email Attribution Without Fooling Yourself
Email attribution is a set of choices, not a measurement. Making the choices explicit is what separates a number you can act on from one you argue about.
Oct 10, 20265 min read
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#attribution
4 articles tagged with attribution.
Metrics and Benchmarks
Email Marketing ROI: An Honest Calculation
The famous $36-to-$1 figure is a survey average, not your number. Here is how to calculate email ROI in a way that would survive a finance review.
Sep 16, 20266 min read
Metrics & Benchmarks
Revenue Per Email: How to Calculate and Improve It
Revenue per email is campaign revenue divided by delivered emails. Here is the correct formula, realistic benchmark bands by campaign type, how to decompose RPE into levers you can pull, attribution pitfalls, and the decisions the metric should drive.
Sep 9, 20269 min read
Metrics & Benchmarks
Email Attribution Models Explained
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.
Sep 7, 20269 min read