Page 9 - Email Analytics 2022
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Churn rate
How many people are removed or suppressed from your email list (includes unsubscribes, bounces,
manual removals, or even unengaged subscribers).
Churn rate = (monthly churned subscribers / list size at beginning of month) x 100
Pro Tip: Re-engaging subscribers before they become inactive will become increasingly
important to protecting your deliverability.
Subscriber acquisition cost
How much it costs on average to get one new subscriber (useful for paid ads, giveaways, or co-
marketing campaigns).
Email subscriber acquisition cost = marketing or ad cost / number of new subscribers
Pro tip: For further analysis, dig into your subscriber acquisition sources. This can provide insight
into not only costs, but also potential spam issues.
Email production time
How efficient is your email marketing process? Where can you make improvements?
Keep track of:
• Actual time to complete each task (For example: 90 minutes to code one email)
• Time period from email conception to execution (For example: 14 days to create and send one email)
Pro tip: Streamline your workflows and reduce email production time by automating processes
whenever possible.
Email mistakes or error rate
A high error rate may mean you need to slow down or improve your QA process.
Error rate = (monthly number of emails sent with an error / monthly number of emails sent) x 100
Pro tip: Testing your emails, checking links, and considering email service providers (ESPs) help get
your emails to the inbox, and protect your brand reputation.
Email Analytics in 2022: A Survival Guide 9 / 14
