Email metrics fall into two general categories: "process" metrics that measure your email program's performance currently and over time, and "output" metrics, which measure how your email program contributes to your company's strategic marketing and business goals.
You employ both kinds of metrics in four basic measurement approaches:
*Analyze performance of a single message or campaign and diagnose problems.
*Gain insights into customer/subscriber behavior that can help you deliver more relevant messages.
*Benchmark your program against your peers or your own past performance.
*Measure your email program's performance against specific marketing or company goals.
Most of these uses of metrics measure email processes, such as deliverability rate, open or click rate, or list churn. Unfortunately, this seems to be where most email marketers focus their measurement efforts.
Instead, spend more time measuring your email program against company goals. When you can show how email helps solve some of your company's most pressing concerns, you speak the language your executives understand. Your reward is increased management mindshare and resources.
