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The State of Email Metrics

Posted on 11.12.2007

Email Stat Center released findings from the First Annual State of Email Metrics survey (sponsored by Campaigner).

The full results of the study can be found here (PDF).

  • Frequent Measurement is Integral to Success
    Over 95% of the individuals surveyed said that they did measure the results of their email campaigns. When asked how often they measured results, 57% of respondents indicated that they measure results 24-48 hours after deployment. However, only 18% indicated that they measured results on an annual basis.
  • Click Through and Deliverability Rank Tops with Professionals
    Professionals ranked click through rate and deliverability as the most important metrics to track. Metrics surrounding total subscribers and forwards were among the lowest ranked metrics in terms of importance.
  • Metrics Not Widely Used for Budgeting
    Only 50% of the email professionals surveyed reported that they use metrics for budgeting and forecasting purposes while 35% of professionals cited that they do not use metrics for budgeting. The remaining 15% were unsure.

"While click throughs and deliverability are essential metrics, it was surprising to find metrics which tie directly to financial return such as ROI, conversion and revenue lower in the rankings. Marketers are missing an opportunity to use metrics in order to gain the executive support needed to grow their programs. This speaks to the continued need for measuring the impact of email on the complete customer experience," said Simm Jenkins, founder of and Bright Wave Marketing.

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