December 14, 2010

New Chart: Top tracked email metrics

SUMMARY: One of email marketing’s greatest strengths is the ability to get detailed data for tracking and reporting on campaign performance. However, if not collected and analyzed wisely, the sheer volume of data can be overwhelming.

For this week’s chart, we asked more than 1,100 email marketers which email metrics their organizations followed.
by Jeff Rice, Research Analyst

Email marketing metrics tracked by percentage of organizations

View Chart Online
Click 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.

For additional research data and insights about email marketing, download and read the free Executive Summary from MarketingSherpa's 2011 Email Marketing Benchmark Report.

Useful links related to this chart

Download your 2011 Email Marketing Benchmark Report Executive Summary

Members Library -- Reporting Metrics, Integrating Social Media and More: 5 Questions from our Email Workshop

Members Library -- Gauge Email’s Impact on Indirect Sales: 5 Metrics to Monitor

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