Page 12 - Email Analytics 2022

Sharing Meaningful Email Analytics Within Your Organization

Brands that always share email results to their

entire organization see a 28% higher ROI from
their email marketing program.

–Litmus State of Email Analytics Report

Knowing the ins and outs of your email analytics is important. But the same metrics that provide “aha”
moments to your email team won’t necessarily resonate when reporting results to your CMO. According to
the “Forging the Future of Customer Experience” report by the CMO Council and Teradata, 91% of marketers
say there’s an expectation by senior management that marketers drive measurable growth. Identify which
of your email metrics correlate to the priorities of your senior leaders, and translate how they contribute to
driving results.

Use these best practices to weave your email analytics into a story

executive leadership wants to hear.

1. Think impact

An email program’s contribution to revenue (or whatever the business is being measured on from
the bottom of the funnel) is meaningful to executive leadership. Metrics like how many emails
were delivered, open rate, click-through rate, and click-to-open rate don’t tell the full story.

Focus on metrics that speak to how email is contributing to improvement, lift, and the bottom line.

2. Visuals matter

Identify and show visuals that make your email story interesting enough to engage your
audience, and prompt them to easily absorb what they’re looking at.

3. Don’t bury the headline

Focus on the metrics that show how email is helping to drive pipeline, sales, and revenue. Save
detailed campaign metrics for the smaller team; keep the high-level analytics for those who can
use it to drive strategy.

Email Analytics in 2022: A Survival Guide 12 / 14