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The email marketer's guide to BS metrics

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In a world of KPIs, ROI and CTR, understanding the real impact of your marketing may have you saying, “IDK.”

Measurement is the bread and butter of any good email marketing campaign, but no single metric is going to give you a full picture of your performance. Each metric is a piece of a giant puzzle: The “right” metric may not fit if you place it incorrectly, and the “wrong” metric may fit just fine but end up creating a distorted picture.

You need to choose metrics that fit together in the right ways.

Why read this guide and what will you take away?

Email marketing metrics don’t have to mystify, and there’s no “one-size-fitsall” metric. But understanding who you want to talk to and what you want to achieve helps pin down which metrics are BS and which ones aren’t.

Better measurement drives better outcomes and allows for strategic optimisation. Don’t let your email marketing fall flat. Take hold of your destiny and start making data-driven decisions on how to better your overall strategy.

This guide will help you understand which metrics prove your performance and inform decisions, as opposed to those that don’t.