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25 articles tagged with email metrics.
Every rate metric in email improves when you email fewer people. Revenue per subscriber is the one number that does not, which makes it the only honest scoreboard.
Most email A/B tests cannot detect the difference they report finding. Here is the arithmetic, and what to do when your list is too small for it.
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.
Most email A/B tests are too small to detect the difference they claim to have found. Here is how to run tests whose results you can actually act on.
Every list loses people continuously, and most of the loss is invisible because it happens through silence rather than unsubscribes. Here is how to measure and slow it.
Most agency email reports are a screenshot of open rates and a paragraph of adjectives. Here is a report structure that survives a sceptical client and renews the retainer.
Unsubscribes are the least alarming bad number in email. A rising rate tells you something specific — and chasing it to zero is a mistake.
Benchmarks are useful for orientation and dangerous as targets. Here are the current ranges, plus the reasons your numbers should differ from them.
Delivery rate tells you the receiving server accepted your email. Deliverability tells you it reached the inbox instead of the spam folder. Learn how to calculate both, why a 99% delivery rate can hide a placement disaster, how to diagnose spam folder placement without seed testing, and the benchmarks worth holding yourself to.
Under 0.5% per campaign is healthy; consistently above 1% signals a real problem. This guide covers the correct formula, benchmark ranges by email type, why a near-zero rate is its own warning sign, a six-step diagnostic for spikes, and practical fixes that lower churn without hiding the unsubscribe link.
Most email A/B tests are not tests — they are noise read as signal. This guide covers writing a real hypothesis, choosing variables by impact, splitting the list correctly, the sample sizes needed to detect a given difference, why open rate is the wrong success metric, and how to build a testing program instead of a testing habit.
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.
The email click-through rate formula is unique clicks divided by delivered emails times 100 — but the denominator and the definition of a click both change the answer. This guide walks through a full worked example, compares CTR with CTOR and conversion rate, explains the noise sources that distort click data, and shows how to tie clicks back to revenue.
Deliverability rate is inbox placements divided by emails sent - not the delivered percentage your dashboard shows. This guide gives you both formulas, a worked example showing the gap between them, target thresholds for every related metric, three ways to estimate inbox placement, and a fix list in priority order.
Forward and share rate is the only standard email metric that measures whether your content travels beyond the list you built. This guide covers the formulas, why every reported number undercounts real sharing, how to set your own baseline instead of chasing an industry benchmark, what actually gets forwarded, and how to convert forwards into subscribers.
Open rates are broken and click rates flatter you. Conversion rate is the only email metric tied to money — here is how to calculate it so the number means something.
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.
Approximate open, click, bounce, and unsubscribe ranges across eleven industries -- plus why open rate has become the least trustworthy number, which metrics actually predict revenue, and how to build an internal benchmark that beats any published average.
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.
Spam complaint rate is the share of delivered emails marked as spam. Gmail and Yahoo cap bulk senders at 0.3%. Here are realistic benchmark bands, the real causes of complaints, seven fixes that work fast, and a 30-day plan to bring the number down.
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.
