The State of Email Analytics

Measuring up: The email metrics brands track—and how they do it

Brands use analytics to listen to what their subscribers and inboxproviders are telling them. Without analytics, brands are deaf to both their cheers of happiness and their shouts of frustration.

In our State of Email Analytics report, we take a detailed look at how brands track metrics and use analytics, including…

The use of third-party analytic tools……………..….………….........................………....….................................…...05

Which metrics brands track and plan to start tracking soon…………….......................................………...08

How brands use open and click data to manage inactivity……..……………........................................…...12

How deliverability tools afect visibility into blocks and blacklistings............................................…….17

Measuring email return on investment, plus the factors that increase it…….……….………...........…...23

Use the results to better understand how your email analytics capabilities stack up against your peers’ and where you have email performance visibility gaps. Then, use these findings to argue for better email analytics so you can craft better strategies, improve deliverability, and boost performance and ROI.

All of this is made possible by the nearly 3,000 marketers who generously took our 2018 State of Email Survey and shared their insights with the industry.