What metrics should be considered for evaluating email campaign performance?

Evaluating email campaign performance involves analyzing several key metrics that provide insights into how well the campaign is engaging the target audience and achieving its objectives. The chosen answer highlights critical metrics: open rate, click-through rate, conversion rate, and bounce rate.

The open rate measures the percentage of recipients who open the email, indicating the effectiveness of the subject line and pre-header text in capturing attention. The click-through rate tracks the proportion of recipients who click on links within the email, showcasing the content's relevance and the effectiveness of calls to action. The conversion rate goes a step further, measuring how many recipients took a desired action after clicking through, such as making a purchase or signing up for a service. Lastly, the bounce rate indicates the percentage of emails that were not delivered, helping assess the quality of the email list and the relevance of the message to the audience.

Analyzing these metrics together gives a comprehensive view of email campaign performance, allowing marketers to identify areas for improvement, optimize future campaigns, and ultimately achieve better return on investment (ROI).