by Jeff Rice, Research AnalystEmail marketing metrics tracked by percentage of organizationsClick here to see a larger, printable version of this chart
The most commonly tracked email metrics continue to be clickthrough, open and delivery rates. As email performance data become integrated with CRM and other marketing systems, measurement is enabled further downstream to determine metrics like post-click conversions, revenue per email and, ultimately, email ROI.
The open rate, once the predominant metric of email marketing, has been surpassed by the slightly more definitive clickthrough rate. The various types of email client software, each with a variety of user-preference configurations that impact how an "opened" email is detected, have rendered the open rate a tentative metric at best.
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