Analysing Email Metrics
How do you analyse and evaluate email marketing statistics and reports?
Popular articles:
What impacts your results
Describes all the factors you need to account for when seeking the cause of any dips or jumps in response rates.
Four ways subscriber preferences can mislead you
Advice on how to better understand your email subscribers and how to avoid poor decisions based on over-simplistic interpretations of surveys and campaign reports.
Do declining open rates matter? Yes...and no.
Discusses the implications of open rate declines on actual results and future strategy.
How to measure the true impact of email marketing
Interview with analytics expert Kevin Hillstrom on getting accurate numbers on the incremental benefits of email to your bottom line.
Learn from your clicks: improve CTR by 25%
Uses a typical email campaign report to explain how link position and number impact clickthroughs.
Learn from your clicks: call to action
Examines the impact of link wording and design on clickthroughs.
Open rates: 6 lessons from digging deeper and a Gmail problem
Step-by-step look at how you can review open rates to draw insights on such things as delivery issues and email client changes.
Beware the wisdom of the minority
Explains how you need to dig deeper into the data to avoid pleasing a few and annoying the majority.
Missing numbers
Describes all the other impacts your email might have and why you should consider accounting for them.
Where's the break?
A look at how you use metrics to spot the areas of your email where you need to improve.
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.
Integrating email and web analytics on a budget
Explains the value of measuring beyond the click and points to resources and articles that can help even small senders integrate email and website analytics.
Other articles
Statistics and lamp-posts
A reminder of some of the little analytical traps many marketers fall into, with advice on a simple way to consistently measure and present success(or failure).