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March 03, 2025 00:10
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Email & Automation Campaign Metrics Cheatsheet
A comprehensive cheat sheet covering essential email marketing and automation campaign metrics. Understand key performance indicators (KPIs) to optimize your email strategies and improve ROI.
Core Email Metrics
Delivery Metrics
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Percentage of emails successfully delivered to recipients’ inboxes. Formula: (Emails Delivered / Emails Sent) * 100 |
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Bounce Rate |
Percentage of emails that could not be delivered. Types:
Formula: (Bounced Emails / Emails Sent) * 100 |
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Complaint Rate |
Percentage of recipients who marked the email as spam. Formula: (Complaints / Emails Delivered) * 100 High complaint rates can negatively impact sender reputation. |
Engagement Metrics
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Open Rate |
Percentage of recipients who opened the email. Formula: (Emails Opened / Emails Delivered) * 100 Subject line and sender reputation significantly influence open rates. |
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Click-Through Rate (CTR) |
Percentage of recipients who clicked on a link in the email. Formula: (Clicks / Emails Delivered) * 100 Indicates the relevance and persuasiveness of the email content. |
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Click-to-Open Rate (CTOR) |
Percentage of recipients who clicked a link after opening the email. Formula: (Clicks / Emails Opened) * 100 Focuses on the effectiveness of the email’s content in driving clicks. |
Conversion Metrics
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Conversion Rate |
Percentage of recipients who completed a desired action (e.g., purchase, sign-up) after clicking a link in the email. Formula: (Conversions / Emails Delivered) * 100 Tracks the overall success of the email campaign in achieving its goals. |
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Revenue Per Email |
Average revenue generated by each email sent. Formula: (Total Revenue / Emails Delivered) Provides insight into the profitability of email campaigns. |
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Return on Investment (ROI) |
Measures the profitability of an email campaign relative to its cost. Formula: ((Revenue - Cost) / Cost) * 100 Determines whether the email campaign is generating a positive return. |
Advanced Email Metrics
List Health Metrics
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List Growth Rate |
Rate at which your email list is growing. Formula: ((New Subscribers - Unsubscribes) / Total Subscribers) * 100 Indicates the health and expansion of your audience. |
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Unsubscribe Rate |
Percentage of recipients who unsubscribed from the email list. Formula: (Unsubscribes / Emails Delivered) * 100 High unsubscribe rates may indicate irrelevant content or poor targeting. |
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List Churn Rate |
Rate at which subscribers are leaving your list over a given period. Formula: (Number of Unsubscribes + Number of Bounces) / Total Subscribers) * 100 Helps in understanding the overall health and retention of subscribers. |
Segmentation Metrics
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Segment Performance |
Track open rates, CTRs, and conversion rates for different segments of your email list. Helps in understanding which segments are most engaged and responsive. |
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Personalization Effectiveness |
Measure the impact of personalized content on engagement and conversion rates. Assess the effectiveness of using personalized subject lines, content, and offers. |
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A/B Testing Results |
Compare the performance of different email variations (subject lines, content, calls-to-action) through A/B testing. Identify the most effective elements to optimize future campaigns. |
Automation Performance
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Workflow Completion Rate |
Percentage of contacts who complete an automation workflow. Indicates the effectiveness of the workflow in guiding contacts through a desired path. |
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Time to Conversion |
Average time it takes for a contact to convert after entering an automation workflow. Helps in understanding the efficiency of the automation process. |
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Attribution Metrics |
Understand how automation contributes to overall revenue and conversions through attribution modeling. Determine the value of automation in the customer journey. |
Email Deliverability Metrics
Sender Reputation
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IP Address Reputation |
A measure of the trustworthiness of the IP address used to send emails. ISPs use IP reputation to determine whether to deliver emails to the inbox or spam folder. |
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Domain Reputation |
A measure of the trustworthiness of the sending domain. Domain reputation is affected by factors such as spam complaints, bounce rates, and engagement. |
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Authentication Protocols |
Use of SPF, DKIM, and DMARC to authenticate emails and protect against spoofing. Proper authentication improves deliverability and protects sender reputation. |
Inbox Placement
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Inbox Placement Rate |
Percentage of emails that land in the recipient’s inbox versus the spam folder. Use seed lists and inbox placement tools to monitor inbox placement rates. |
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Spam Folder Placement |
Track the percentage of emails that are being delivered to the spam folder. Identify potential deliverability issues and take corrective action. |
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Blocklist Monitoring |
Monitor whether your IP address or domain is listed on any email blocklists. Promptly address any blocklist listings to maintain deliverability. |
Engagement and Filtering
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User Engagement Signals |
ISPs consider user engagement signals (opens, clicks, replies) when filtering emails. Encourage recipients to engage with your emails to improve deliverability. |
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Feedback Loops |
Implement feedback loops with ISPs to receive notifications of spam complaints. Address complaints promptly to improve sender reputation. |
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DMARC Reporting |
Use DMARC reporting to monitor email authentication results and identify potential abuse. Take action to prevent unauthorized use of your domain for email sending. |
Analyzing and Improving Metrics
Tools for Metric Tracking
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Utilize email marketing platforms like Mailchimp, Sendinblue, or HubSpot for built-in metric tracking. These platforms provide detailed reports on delivery, engagement, and conversion metrics. |
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Implement web analytics tools like Google Analytics to track website conversions and attribute them to email campaigns. Use UTM parameters to track traffic and conversions from email links. |
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Use dedicated deliverability monitoring tools to track inbox placement rates and sender reputation. These tools provide insights into deliverability issues and help optimize email sending practices. |
Strategies for Improvement
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Improve Open Rates |
Optimize subject lines, sender name, and preheader text to increase opens. Personalize subject lines and use compelling calls to action. |
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Increase CTR |
Create engaging and relevant email content with clear calls to action. Use visually appealing designs and mobile-responsive templates. |
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Boost Conversions |
Optimize landing pages and streamline the conversion process. Offer compelling incentives and make it easy for recipients to complete the desired action. |
Continuous Optimization
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Regularly analyze email metrics and identify areas for improvement. Conduct A/B tests to optimize email elements and improve performance. |
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Monitor sender reputation and deliverability to ensure emails are reaching the inbox. Address any deliverability issues promptly to maintain a positive sender reputation. |
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Stay up-to-date with email marketing best practices and adapt strategies to changing trends. Continuously refine email campaigns to maximize results. |