[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-email-analytics":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",50731,{"id":24,"name":25},"author-0301142015","Canto","2020-11-11T17:29:56","2026-07-10T18:08:39","Email analytics: What to measure and why it matters for your campaigns","email-analytics","Email analytics – What to measure and why","Click-through rates? Bounces? Unsubscribes? Your guide to the most important metrics in email analytics. ","What is email analytics? Email analytics is the process of tracking and interpreting data from email campaigns to understand how recipients engage with your messages. Marketers use these insights to optimize subject lines, content, timing, and audience segmentation. Core metrics include open rate, click-through rate, conversion rate, bounce rate, and unsubscribes. Email analytics is one […]","What is email analytics? Email analytics is the process of tracking and interpreting data from email campaigns to understand how...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-email-analytics\">What is email analytics?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Email analytics is the process of tracking and interpreting data from email campaigns to understand how recipients engage with your messages. Marketers use these insights to optimize subject lines, content, timing, and audience segmentation. Core metrics include open rate, click-through rate, conversion rate, bounce rate, and unsubscribes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Email analytics is one component of a broader marketing operations strategy. \u003Ca href=\"\u002Fglossary\u002Fmarketing-resource-management\u002F\">Marketing resource management\u003C\u002Fa> combines tools and processes that enable marketing teams to plan, execute, and measure campaigns with greater efficiency.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--important-email-analytics-metrics-explained\">Important email analytics metrics explained\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Most email marketing tools use embedded tracking features to automatically gather data for each campaign you send. Let’s look at the key metrics one at a time.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Open rate\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What it is\u003C\u002Fstrong>\u003Cbr \u002F>Percentage of email recipients who opened the email.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003Cbr \u002F>Open rates are very straightforward: they show how many people opened your email. They’re a popular metric, in part because they’re easy to understand. But be careful: In most cases, open rates are not a good metric for overall success.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Instead, use open rates to narrow down what might be holding your campaigns back. They’re without question the best metric for whether subject lines are interesting or enticing. Open rates can also shed light on bigger-picture questions, like whether you’re sending the types of emails customers want to receive.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"338\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190436\u002Femail-analytics-open-rate.jpg\" alt=\"Woman holding smartphone with email inbox on screen. \" class=\"wp-image-50820\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190436\u002Femail-analytics-open-rate.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190436\u002Femail-analytics-open-rate-450x254.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Click-through rate\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What it is\u003C\u002Fstrong>\u003Cbr \u002F>Percentage of email recipients who opened the email and clicked a link inside it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003Cbr \u002F>If you could only choose one metric to measure the success of a campaign, \u003Ca href=\"\u002Fblog\u002Femail-click-through-rate\u002F\">email click-through rate\u003C\u002Fa> would be a good choice. While other metrics are great for fine-tuning, click-through rate is the best indicator of how well an email or campaign did overall.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">After all, you’re emailing customers for a reason. Maybe you want them to visit a landing page, watch a tutorial or download an eBook. There are several steps to get them there, and clicking through is crossing the finish line.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190438\u002Femail-analytics-ctr.jpg\" alt=\"Curser clicking on call to action in email.\" class=\"wp-image-50815\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190438\u002Femail-analytics-ctr.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190438\u002Femail-analytics-ctr-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Click-to-open rate\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What it is\u003C\u002Fstrong>\u003Cbr \u002F>Percentage showing how many of the people who opened the email clicked a link inside.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003Cbr \u002F>Click-to-open rate measures how many of the people who opened the email were persuaded to click. This tells you whether your messaging, copy and \u003Ca href=\"\u002Fblog\u002Femail-design\u002F\">email design\u003C\u002Fa> are doing their job. If lots of people open an email, but nobody clicks, focus on improving the emails themselves, rather than big-picture issues like content strategy.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Conversion rate\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What it is\u003C\u002Fstrong>\u003Cbr \u002F>Percentage of email recipients who completed the desired action, like purchasing a product or booking a demo, as a result of your email campaign.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003Cbr \u002F>We said before that click-through rate was the best indicator of the overall success of an email campaign. That’s not entirely true. Your end goal isn’t just to get customers to click a link and visit your website. You want them to visit the website \u003Cem>and buy something\u003C\u002Fem> (or fill out a lead generation form, etc.). That’s what conversion rate measures.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190438\u002Femail-analytics-conversions.jpg\" alt=\"Canto free trial registration form on a laptop.\" class=\"wp-image-50814\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190438\u002Femail-analytics-conversions.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190438\u002Femail-analytics-conversions-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Although conversion rate is a more accurate metric of success, it’s harder to calculate. That’s why click-through rate remains the more popular choice.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, hard doesn’t mean impossible. If you’re using an integrated tool for both sales and email marketing, your provider may include conversion rates or revenue metrics on your email analytics dashboard. Another option are \u003Ca href=\"https:\u002F\u002Fblog.hubspot.com\u002Fmarketing\u002Fwhat-are-utm-tracking-codes-ht\" target=\"_blank\" rel=\"noopener\">UTM tracking links\u003C\u002Fa>, which allow marketers to trace activity on their websites back to an email campaign or other source.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whether it’s worth the trouble depends on your specific circumstances. In many cases, click-through rate is a good enough proxy.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Unsubscribes\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What it is\u003C\u002Fstrong>\u003Cbr \u002F>How many people unsubscribed from your mailing list after receiving an email (either a total or a percentage of recipients)\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003Cbr \u002F>Most email marketing metrics are positive ones: subscriptions, opens and clicks all indicate some level of engagement. Sure, if the numbers are low they show a lack of engagement, but not all email content is for everyone. Unsubscribes send a much clearer message that customers do not like what you’re sending.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Preventing unsubscribes altogether isn’t a realistic goal, but do watch for patterns. If certain emails cause lots of people to unsubscribe, maybe that’s not right type of content for that list. A rising unsubscribe rate isn’t always cause for panic, though. Losing a handful of subscribers might be worth it if your conversion rates go up too.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"251\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-unsubscribe.png\" alt=\"Email unsubscribe form. \" class=\"wp-image-50819\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-unsubscribe.png 512w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-unsubscribe-450x221.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The metrics we’ve looked at so far apply to individual email campaigns and their performance – though you can also track them over time.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">But there are also email analytics metrics that pertain to your mailing lists themselves. They’re worth noting too.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Subscribers\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What it is\u003C\u002Fstrong>\u003Cbr \u002F>Total number of email addresses in your address book, or on a specific mailing list.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003Cbr \u002F>Before you can send someone marketing emails, you need to have their email address.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Your subscriber totals show whether efforts to grow an email marketing audience are working. Even after your list reaches a healthy size, it’s always worth trying to bring in new subscribers. The beauty of email marketing is that as your contact list grows, you reach more and more people with the same amount of effort.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190436\u002Femail-analytics-subscribers.jpg\" alt=\"Blue and orange silhouettes of people representing email subscribers.\" class=\"wp-image-50830\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190436\u002Femail-analytics-subscribers.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190436\u002Femail-analytics-subscribers-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Bounce Rate\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What it is\u003C\u002Fstrong>\u003Cbr \u002F>The percentage of emails sent that couldn’t be delivered.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003Cbr \u002F>Bounce rate reflects the health of your email contact list. In general, the more subscribers the better. But consider this: Would you rather have a list of 25,000 email addresses with a 1% bounce rate or list of 30,000 email addresses with a 33% bounce rate? Even though it’s smaller, the first list will allow you to reach 5,000 more people.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190439\u002Femail-analytics-bouncesjpg.jpg\" alt=\"Illustration of a laptop with a bounced email.\" class=\"wp-image-50813\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190439\u002Femail-analytics-bouncesjpg.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190439\u002Femail-analytics-bouncesjpg-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Most email analytics distinguish between hard bounces and soft bounces. Soft bounces are the result of a temporary problem, like the recipient’s inbox being over capacity. Hard bounces mean the email address no longer exists – or was fake to begin with. It’s important to remove hard bounces from your contact list. Too many bounces, and email clients will start labeling your messages as spam.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--how-to-use-email-analytics-to-send-better-marketing-emails\">How to use email analytics to send better marketing emails\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">Diagnose problems\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Each email analytics metric corresponds to a hurdle customers have to clear on the path to a conversion: Do you have the person’s email address? Did they get the email? Did they open it? Did the contents of the email convince them to click? Did the click result in the desired action?\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-hurdles.jpg\" alt=\"Illustration of woman jumping over hurdles.\" class=\"wp-image-50818\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-hurdles.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-hurdles-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Although you’ll lose customers at each hurdle, the goal is to optimize campaigns to get the largest number of people possible through to the end.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The other metrics provide clues about how to get more customers to the finish line, showing you where in the process you’re losing people.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If the open rate is high, but nobody’s clicking, you know to focus on the contents of the email. If open rates are low, experiment with different \u003Ca href=\"\u002Fblog\u002Femail-subject-lines\u002F\">email subject lines\u003C\u002Fa>. Or take a step back to make sure you’re sending the kinds of emails your contacts want to receive.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Run A\u002FB tests\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A\u002FB tests allow you to measure the impact of small changes by pitting two versions of the same email against each other head-to-head. Most email providers automate the process, sending each version out to a small test group, then sending the winning version to the rest of the list.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190440\u002Femail-analytics-ab-testing.jpg\" alt=\"Illustration with magnifying glass and emails labeled A and B.\" class=\"wp-image-50811\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190440\u002Femail-analytics-ab-testing.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190440\u002Femail-analytics-ab-testing-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">You can A\u002FB test almost any aspect of an email. Pit two subject lines against each other. See if one design layout outperforms another. Compare click-through rates with different button colors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In most cases, the ‘winner’ will be the version of the email with the higher click-through rate. Very rarely, you might send an announcement-style email you don’t expect people to click through. In this case, you can still A\u002FB test subject lines using open rates as the key metric.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">See the big picture\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One of the great things about email analytics is that they provide immediate feedback. Just a day after sending a campaign, you’ll have solid performance data at your fingertips.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"406\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190439\u002Femail-analytics-analytics.jpg\" alt=\"Illustration of emails flowing out of a laptop computer with email analytics graphs in the background.\" class=\"wp-image-50812\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190439\u002Femail-analytics-analytics.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190439\u002Femail-analytics-analytics-450x305.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">That can make it easy to get bogged down in details and zero in on just one metric. Instead, take a step back to consider how all the metrics work together.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, increasing your \u003Ca href=\"\u002Fblog\u002Femail-cadence\u002F\">email cadence\u003C\u002Fa> might cause an uptick in unsubscribes, but also more conversions. Is losing a few subscribers worth getting more engagement out of those that remain? In most cases, yes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, a clickbaity subject line might make your open-rate skyrocket. But it’s only worth it if the click rate rises too. If customers open the email only to be disappointed by what they find inside, you’ve done more harm than good.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--how-email-analytics-help-you-understand-your-customers\">How email analytics help you understand your customers\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">You’re not tracking email analytics just because it feels great to watch numbers go up (although it definitely does). Email analytics are a direct, quantifiable way to know if your email marketing is giving customers what they want.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You can read articles about what subject lines perform best until you’re blue in the face, but email analytics tell you for sure what \u003Cem>your\u003C\u002Fem> customers will respond to. Every campaign is a specialized study in your specific customer base.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The result: Everyone wins! Your customers get a better email experience, and you get more leads and sales.\u003C\u002Fp>",8,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-feature-450x263.jpg","Three marketers looking at email analytics graphs.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2016\u002F06\u002F19195543\u002FiStock_80243111_MEDIUM2-450x231.jpg",10743,"manage-assets-content-marketing","How to manage assets for content marketing","The way companies manage assets for content marketing is changing. Businesses need powerful systems to efficiently handle all their assets. Learn more here.","\u002Fblog\u002Fmanage-assets-content-marketing\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F03\u002F19185644\u002Fre-engagement-email-feature-450x263.jpg",56075,"re-engagement-email","Win back lost subscribers: The art of the re-engagement email","Are your subscribers tuning out your email marketing? We’ll show you how to win them back with a re-engagement email campaign. ","\u002Fblog\u002Fre-engagement-email\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192932\u002Fcontent-marketing-conferences-450x300.jpg",38770,"the-best-content-marketing-conferences-to-attend-in-2020","The best content marketing conferences to attend in 2020","Already thinking about your 2020 resolutions? We’ve got one for all of our content marketers out there: attend at least one of these conferences!","\u002Fblog\u002Fthe-best-content-marketing-conferences-to-attend-in-2020\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789794100683]