Email Metrics Matter

Return Path recently released a whitepaper on “The 2019 Hidden Metrics of Email Deliverability.” It contains interesting insights into the metrics marketers should be looking at such as messages marked as spam, messages read, messages deleted before reading (ignored), messages forwarded or replied to, and messages marked as “not spam.”

The report goes on to detail what these metrics mean and why they should be important to marketers. As we all continue to use targeted emails to reach patients/customers and potential patients/customers, it is becoming more and more important to pay attention to subscriber activity (and to consider paying attention to more than just open rates and click-through rates).

Although Return Path is touting their services (of course they are!), they also offer important food for thought and a few great tips – including these three tactics for making the most of your email lists and campaigns:

  • Keep track of your metrics.
  • Segment your lists to more effectively engage your subscribers.
  • Don’t wait until a subscriber disengages to try to win them back.