Page 7 - Email Analytics 2022

Deliverability rate or inbox placement rate

The deliverability rate is how many of your emails land in the inbox vs. the junk or spam folder. A high
deliverability rate means your emails often make it to the inbox.

Deliverability rate = (number of non-junked emails delivered / number of emails delivered)
x 100

Pro Tip: If your inbox placement rate is less than 80%, reconsider how to send the right content to
the right audience at the right time.

Conversion rate (CVR)

The email conversion rate measures how many people took the action you wanted them to from
your email (think form fills, completed purchases, and similar types of engagement).

Conversion rate = (number of conversions / number of emails delivered) x 100

Revenue per email (RPE)

Revenue per email (RPE) is far easier to calculate than return on investment (ROI), and can provide
insight into the direct monetary value of your email program.

Revenue per email = revenue generated from the send / number of emails delivered

Pro Tip: This revenue calculation can also help you better compare sends, and gain insights
into the value of testing and segmentation strategies. For example, sending more emails will not
necessarily lead to more RPE.

Revenue per subscriber (RPS)

Revenue per subscriber (RPS) looks at the value of an email subscriber. Include all of your active
subscribers, even those you don’t always send to. Look at a specific point in time, like last month or year
to calculate the revenue generated and monitor trends for more insight.

Revenue per subscriber = revenue generated / number of active subscribers

Email Analytics in 2022: A Survival Guide 7 / 14