Return Path – 6 Email Metrics You Can’t Live Without
By: Return Path
On Tuesday, I presented a Return Path-sponsored webinar hosted by the EEC called “The Email Metrics You Can’t Live Without.” If you’d like to access the presentation, you can visit SlideShare, or email me for a PDF.
With more data about email being available than ever before, a seemingly endless array of metrics to track to gauge performance, and a real-time stream of customer behavioral metrics to marry-up with data from other channels, it’s very easy to reach analysis paralysis before you even open a spreadsheet.
Our goal at Return Path is to make email marketers’ jobs easier by not only providing data, but extracting the intelligence that you need to make meaningful program decisions that deliver ROI. While we offer a suite of email solutions that provide intelligence around inbox placement, engagement and brand protection and security, it helps to have foundational metrics to get you started.
What are those foundational email marketing metrics, or the ones you can’t live without? Here’s are the six metrics I covered in Tuesday’s webinar:
- Inbox Placement Rate: The Inbox Placement Rate is the percentage of emails that land in the inbox, as compared to the spam or junk folder or those not delivered at all. It goes far beyond subtracting your bounces from your total messages sent and instead, gives you an accurate picture of where you may be having deliverability issues, broken down specifically by ISP. With 23% of global opt-in email never reaching the inbox, this is a very important metric to track. As we’re fond of saying at Return Path: “No inbox, no click, no ROI.” If you’d like to learn more, access some great global deliverability stats and discover ways to improve your inbox placement rate, you can download our latest Global Email Deliverability Benchmark Report.
- Complaint Rate: this is the percentage of emails delivered to the inbox that subscribers mark as spam or junk. It’s a very important metric because it represents a level of dissatisfaction with your program. For example, the subscriber may not like your message content, frequency or may not even understand why they’re receiving email from you if the permissioning and sign-up process wasn’t clear. Complaints are a primary driver of sender reputation and sender reputation accounts for 77% of email filtering decisions.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
Other post by this Author