Page 10 - Email Analytics 2022

Embrace reliable email analytics tools Alternative Metrics You

May Not Measure
When we surveyed marketers for our State of Email Analytics
Report, the majority relied on in-house analysis (74%) or tools (But Should Consider)
provided by their ESP (64%).
Percentage of clients who view
Email analysis methods your emails in Dark Mode
Percentage of respondents who use each email analysis method
• Dark Mode is taking over the
inbox. Making sure emails look

great in this reading environment
74% 64% can be a big challenge for email

marketers without visibility into
how heavily their subscribers are
using it.
In-house analysis ESP dashboards

Which email client/device your
audience opens messages in

35% 6% • Our Email Client Market
Share reports that Apple
is the top email client–but
every audience is different. At
Third-party analytics Agency or consultant Litmus, for example, fewer of
analysis our clients open emails using
mobile compared to industry
More insight leads to more informed decision-making, benchmarks.
particularly now that privacy policies are changing the type of

data captured in an email. • Applying device analytics can
help you optimize how you
Some ESPs like Sendgrid, Eloqua, and Klaviyo also provide present your calls to action.
updates to help customers identify MPP-impacted opens, and Experimenting with “click to
tools like Litmus Email Analytics provide full visibility into your shop” (computer) vs “tap to
audience—Apple Mail and otherwise. shop” (mobile) can illustrate
what’s most effective.
Marketers who use third-party • These insights can also

analytics tools see a 25% higher indicate where to prioritize your
QA/troubleshooting efforts and
ROI than those who don’t. help guide your design and

development decisions.

Email Analytics in 2022: A Survival Guide 10 / 14