Email marketing is more than just creating a newsletter and sending it. The marketing
value comes into play when analysing the key metrics on a newsletter send, which can easily be done with your drill-down GraphicMail reports.
Take a peek at the 7 key metrics that email marketers rely on:
· List size
· Delivery rate or deliverability in industry speak.
· Open rate
· Click-through rate
· Conversion rate
· Unsubscribes and spam complaints
· Historical comparisons
As the industry develops, there are standards for calculating these metrics that are adopted across the industry. The industry standards have evolved and along with them the formulas used for determining some of our key metrics.
Here are the changes we’ve come to incorporate into our formulas.
Old Formula: Mails Forwarded / Mails Sent or
New Formula: Mails Forwarded / Mails Opened
Old Formula: Unsubscribed / Sent
New Formula: Unsubscribed / Mails Opened
Old Formula: Complaints / Sent
New Formula: Complaints / Openened
Old Formula: Not Opened / Mails Sent
New Formula: Mails Not Opened / Mails Delivered
Old Formula: SocialShare / Sent and
New Formula: SocialShare / Opened
While the digital marketing environment will undoubtedly keep modernising, we here at GraphicMail will do the same and in doing so keep you up to speed on the latest developments.
If you’ve found this update useful, don’t hesitate to give us a shout and tell us what you think!