3 New Email Metrics You Will be Using in 2013

Marketers have relied on open and clickthrough rates as the major measures of the success of a program or campaign for the last decade-plus. These metrics are good, but don’t always tell the entire story. At my company, we began monitoring email marketing engagement as we gathered more and more panel data (aggregated behavioral data on how actual mailbox users interact with messages) during the past year. The metrics we developed while analyzing that data provide deeper insight into program performance, even relative to other marketers’ campaigns. The following are three measures we’ve found to be especially valuable:

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