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A while ago I wrote a post on Measuring Online Display Advertising . Continuing the theme, in this post I am describing 23 metrics for measuring email marketing. Get this article as an eBook at Global Analytics Academy . Sent: The numbers of emails (generally unique email address) that were sent. This number excludes any suppressions that occurs due to business rules, privacy compliance etc. Your email service provider (ESP) will have these number as a standard metrics in their reports. This is a raw metrics that is used to calculate other email performance metrics and is generally of low value by itself so should not be used as a Key Performance Indicator (KPI) . A trending of this metric overtime can provide you a view into the health of your marketing list. Delivered is a count of emails that made their way into the recipient inbox. If an email was rejected by the recipients email provide then it is not counted as delivered. If an email shows up in junk folder, it is still counte...

Email list growth is the foundation of email marketing program. Unless you keep care in protecting and growing that list you will end up non functional email marketing program. Recently, I wrote a post on  23 Metrics for Email Marketing Metrics  that you should know about, in this post I am taking 3 metrics from that list and adding one more to call out the 4 KPIs (Key Performance Indicators) to measure the email list growth.  Here are the four KPIs: Email Complaint Rate/Spam Complaint Rate  – SPAM complaints can kill your marketing program. This KPIs allows you to see if SPAM complains are becoming an issues, you goal should be to minimize this KPI. Spam complaint rate is measures as the percentage of your email recipients who marked your emails as Spam. Looking at this number campaign by campaign and then aggregated over month will show you if you are annoying your subscribers to a point where they consider your email as spam. This number is readily available in mo...