Email Marketing Metrics
Find published statistics and learn how to use them. Understand email testing principles and practice, key numbers like open rates, and the importance of proper analysis.
Popular articles:
Email marketing metrics: where to find them
Where can you track down published data and how do you use it?
Email Open Rates Guide
What are the strengths and weaknesses of this common marketing statistic? How can you improve your own open rates? What counts as a "good" one?
Misinterpreting email marketing statistics
Discusses six less well-known ways in which your reports might be leading you to draw the wrong conclusions about your email's performance.
Email and webmail statistics
Ever wondered which webmail services are most popular and just how much email gets sent each day? This article has the answers.
What are you afraid of?
Explores the emotional attachment to list size as a marketing metric and how this stops us making progress.
Email chickens and eggs
A warning to take care when you compare the sales you get from subscribers and non-subscribers and then use the difference to evaluate the impact of your emails.
Other articles:
Response curves
Explains how to build your own charts for predicting the success of your emails before all the results are in.
Email marketing formulas
Reviews the indicators that measure the success of your emails (and how you can calculate them.)
Is email really measureable?
Questions whether initiatives to bring standards to email marketing reports can ever hope to succeed.
IAB metrics document
The Interactive Advertising Bureau's set of standard definitions for email marketing metrics.
Consumer attitudes to spam
The latest Pew report on what people think about spam and how it affects their perception of email.
Ideas for measuring email newsletter success
Suggests better ways to measure open rates and reach, among other things. Check this post for some comment on the open rate calculation.
Looking Beyond Open Rates
Blog post suggesting three new benchmarks you might use to measure success.
The stacking effect
Measuring the impact of your emails means understanding how they affect the success of other channels in driving conversions.
Consumer email report
Results and analysis from a survey of consumer opinions on how they perceive and act on holiday emails.
Key Performance Indicators
A slew of suggestions on what KPIs you might use for your email marketing, depending on what you're trying to achieve with your emails.
How to use benchmarks
A sound overview of how you should put benchmark stats to use in email marketing. And some advice on what you should not use them for (which is equally important).