Page 2 - Email Analytics 2022

You spend time, money, and resources on your email marketing. You rely on it to help drive business and
revenue. In fact, if you’re like the marketers we surveyed for our 2021 State of Email Report, it’s the channel

you rely on the most for marketing effectiveness.

But evolving email capabilities like personalization and dynamic content, privacy changes, and the looming
end of third-party cookies are changing how marketers approach their email marketing strategy—and how
they measure campaigns.

We at Litmus created this guide to help you do just that.

Read on to understand:

• Why marketers are changing how they measure email effectiveness

• How to calculate and track meaningful email metrics

• Which email metrics resonate with different audiences and why

The changing face of email analytics

For years, core metrics like email open rates were a staple in nearly every email marketing program. Open
rates rose to popularity, for a few reasons:

• They’re easy to obtain, included in most ESP reporting tools

• They’re an easy metric to understand

• They can look rather impressive on an email campaign reporting dashboard

While some in the email marketing community have long argued that the open rate is little more than a
vanity metric, it’s remained one of the most popular. A simple Google search of “how many email marketers
use open rate” sums up what we once all thought about it, right there in black and white.

Email Analytics in 2022: A Survival Guide 2 / 14