Hello !

If you're still relying on open rates to measure email success, you're not alone – but it's time to shift your focus. 👀 Here's why...

As changes like Apple's Mail Privacy Protection continue to shake up how we track email performance, focusing on more meaningful metrics is essential.

With more than 66% (Martech) of emails opened on mobile, and a large portion of those on Apple devices, open rate no longer gives an accurate picture of engagement  

Not to mention that open rate was never the most significant metric in the first place. 🤷

These are the top email marketing metrics to track: 

1. Click-through rate (CTR) 

CTR measures how many recipients click on a a link in your email. It gives a much clearer indication of actual engagement than open rates. To optimize your CTR:

• Use clear and compelling CTAs (call to action).
• Make sure your emails are mobile-optimized so links are easy to click.
  

2. Conversion rate

Whether it's making a purchase, signing up for a webinar, or downloading a resource, conversion rates offer insight into your email's effectiveness in driving real results. 🏎

• Align your email content with the user journey. For example, if someone is in the awareness stage, offer educational content instead of going straight for the sale.
• Leverage segmentation and content personalization to recommend relevant products or services.

3. List health and unsubscribe rates

High unsubscribe rates or spam complaints often point to content or targeting issues. Clean your list regularly to remove inactive subscribers, avoid over-emailing, and focus on sending relevant content to the right audience. ✅

Need more inspiration on how to boost your email metrics? Learn more about email advertising:

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Wishing you great success!

Camilla
Content marketer at Sender