Page 11 - Email Analytics 2022

Make your email analytics easily digestible (and actionable)

Analytics can inform wise strategic decisions and smart tactical improvements. But they can also lead to false
conclusions and analysis paralysis without a cohesive lens with which to view them. Once you decide which
metrics you’ll measure, consider how to apply them in reports that will make sense to you and your team, so
all those analytics become actionable.

Put your email analytics into action with these three broad approaches

1. Email list health
This will tell you everything you need to know about your email list and database, and
provide insight into actions that may help you course-correct or keep the momentum
going.

Analysis to consider:

• Where are your most engaged and active subscribers coming from?
• What’s happening over time to the size of your audience?

• How are you growing your email list?

2. Email engagement
Dig into what your audience is doing once they’ve clicked on your email to truly
understand how you can deepen the relationship, and correctly apply segmentation and
personalization. What’s happening with your subscribers in other channels, and what are
they doing once they respond to the CTA in your email?

Look at your engagement metrics by campaign type to dive into performance as it relates
to your targeting.

3. Unsubscribe/bounce/deliverability
Focusing on these metrics can be a proactive signal to reconsider some elements of your
email strategy that aren’t working, when you still have the chance to course-correct.

Email Analytics in 2022: A Survival Guide 11 / 14