SUTOR: The Newest Email Engagement Metric

Email marketing services routinely provide their users with access to key performance indicators such as open and click rate, but are these data points alone enough? 

iContact just released a new metric dubbed SUTOR which it believes is a much better way of measuring email marketing effectiveness and it may very well become a standard metric for those tracking engagement. 

SUTOR is an acronym for Spam complaints and Unsubscribes to Open Rate. iContact essentially intertwines them to create a snapshot of how emails are performing, comparing the amount of unsubscribes and spam complaints to the open rate. Achieving a low SUTOR rate, according to iContact, is an indicator that subscribers are receiving the emails they expect to get, thereby reiterating that the sender is providing compelling content at the desired level of frequency.

Is this a metric you as a sender would use to understand engagement? Sound off with a comment below! 

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