Email Marketing Bible · 10 of 16
Analytics and measurement
Track the few numbers that matter and read them with their limits in mind.
What you will be able to do
- Choose a small set of metrics
- Know what each metric can mislead you about
- Set up a regular review
Core metrics
Hard and soft bounce rate, unsubscribe rate, complaint rate, click rate, replies and conversions.
Limits
Opens are a weak signal. Rates on small lists swing widely. Compare like with like and look at trends, not single sends.
Your own baseline
Industry averages depend on list and sector; build your own baseline over several sends.
Review
A monthly look at bounces, complaints and conversions, with a note of changes you made.
Your output: checklist
- ☐ Calculate hard bounce rate for the last three sends
- ☐ Track unsubscribes and complaints per send
- ☐ Record changes alongside results
- ☐ Hold a monthly review
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