1 Learn the concept
Once you have launched a campaign, you need to spend time analyzing the data and assessing how your emails performed. Metrics such as open rate, click rate, unsubscribe rate and conversions show what worked. Read them together instead of in isolation. This lesson explains the main metrics and how to turn them into improvements. Privacy features can affect open rates, so clicks and conversions are often more reliable.
2 See it in action
- Open rate shows interest in your subject line, but can be unreliable.
- Click rate shows interest in your content.
- Conversions show whether the email achieved its goal.
- Unsubscribes and complaints are warning signs.
Worked example
Diagnosing a campaign
Report: 38% opened, 2.4% clicked, 0.6% bought.
Question: opens are strong but clicks are weak.
Cause: the button was far down the page.
Fix: move the button to the top and repeat it at the bottom.
Result to look for: a higher click rate next time.
3 Study an example
Example scenario
An email has a high open rate but few clicks. The marketer finds the button was far down the page. Moving it to the top lifts clicks on the next send.
4 Apply it and download
- Pull the metrics from one campaign.
- Write one lesson learned.
- Plan one change for the next send.
Worksheet Campaign analysis sheetOpen, print or save as PDF