Email Metrics: Truths You Need To Know

There are four basic measurable actions in email messages:

1. Opens
   
   Every email message sent out, includes a small, invisible image. When that image is accessed or downloaded, an "open" is recorded.
   
   Sounds clear enough. But there are traps. Some email users disable images in their emails or pass over messages with images enabled. Both of these scenarios lead to false open reports. Plus, "total opens" count every time any recipient downloads the tracking image. "Unique opens" only count the first instance the image is downloaded. If you're using an email service provider, it is important to know how "opens" are measured.
   
   
2. Clicks
   
   Clicks usually are a better email metric than "opens".  Clicks show a specific interest and a related activity. They confirm that some additional activity has taken place, most often a visit to a web page. To further evaluate click activity, you can use that first click as the starting point and then web analytics to analyse web activity by looking where that person went in your web site, how long they stayed, where they went from there and more.
   
   
3. Bounces
   
   Bounces show transactional failure with the e-mail address to which you tried to send a message. Failure can be either temporary (soft bounce) or permanent (hard bounce). A soft bounce can indicate that the recipient's e-mail server is busy or that the mailbox is full. A hard bounce can indicate that the email address or domain no longer exists or that the email address was mistyped. In all cases, bounces should be reviewed to maintain list hygiene.
   
   
4. Unsubscribes
   
   Unsubscribes can provide valuable insight. They tell you how your email marketing is being accepted and give you an indication of what needs to be revised. People unsubscribe for many reasons. Perhaps you're not sending them relevant content or the material they expected when they opted in. It is a good idea to give people the opportunity to tell you why they are unsubscribing.
   
   

Because it is so easy to measure online, it's easy to lose sight of what's important. For most marketers, common sense says that it is better to look at trends than sudden surges or falls. Trends can help you understand how recipients feel about your overall campaigns.

A major benefit of the instant metrics of email is that you can test more easily. You can test all aspects of your messages, including subject lines, content, calls to action and landing pages.

Of course, as with all information you gain from all channels, you should relate insight you gain from your email metrics to your other marketing efforts.

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