Page 4 - Email Analytics 2022

If open rates aren’t the metric they once were,

what is?

Because open data is leveraged in many aspects of email marketing programs, like informing email
deliverability and disengagement, it may never cease to be part of your email analytics entirely. But these
changes do create an opportunity to place greater focus on other aspects of your strategy, including
subscriber re-engagement campaigns and retention.

41% of email marketers send re-engagement

emails. The most popular retention tactic?

Milestone emails.

–Litmus 2021 State of Email Report

Reconsidering email metrics: which matter most to your business?

The changing significance of some email metrics is an opportunity to reconsider which ones really are
meaningful to your business, and which are most important to measure.

At the end of the day, you want to see results from your email program–and there are plenty of email metrics
beyond the open rate that help you gauge that. Consider what you really want your audience to do when
they receive an email from you, and set up your list of key performance indicators (KPIs) accordingly. This
is also a chance to realign your organization’s KPIs with your email program KPIs. Consider which metrics
will contribute to longer term goals, including how to obtain more zero and first-party data you can use to

deepen personalization efforts, subscriber retention, and engagement.

To kick start that shift in thinking, consider which of these metrics might help achieve that. (And use these
handy formulas to help calculate them!)

Email Analytics in 2022: A Survival Guide 4 / 14