9 Experts Weigh in on Email Metrics that Matter

Posted by Chad S. White on January 28, 2015

If you’re just looking at your email open and click rates, you’re missing out, says Tim Watson, founder of email marketing consultancy Zettasphere. I couldn’t agree more.

To help marketers better understand how to use the email metrics that are available to them, Tim asked me and eight other email marketing experts to share our thoughts on the metrics that matter and how to use metrics to drive improvements in email marketing performance.

I said:

When it comes to improving performance, the conversion rate is the most underused metric. Whether you’re looking at the performance of subject lines, email content, or landing pages, you should always be looking as far down the funnel as possible because all the elements of an email should be building toward that singular goal.

For instance, sometimes marketers think…