All you need to know about analysing email performance

5 minute read

To accompany the publication of our 2016 email marketing Benchmark Report, over the last few months we’ve been discussing, dissecting and deliberating all things ‘analytics’. Just in case you missed any of our analysis related blog posts, here’s a compact summary together with links to the original post.


Email marketing analytics – 101
At the beginning is always a good place to start. If you want to know the basics of what email marketing performance metrics are available to you, which should you use, and what do they mean then this blog post is for you.

Email analytics – what are ‘derived’ metrics?
The next step. Opens, clicks and unsubscribes are the first metrics that email marketers commonly turn to, but click-to-opens and unsubscribe-to-opens can give new insight as to how well your audience is engaging with your campaigns. These are ‘derived’ metrics.

Clicks and/or click-to-opens
More on the differences between click through and click-to-open rates. What do they measure and what do they tell you about your email campaign performance?

Email marketing benchmarks – the 2016 headlines
Back in January we published our 2016 email marketing Benchmark Report. This is the first of several blog posts that drills a little deeper into the open and click through rates of the 2016 report data. Historical trends, analysis by sector and what impacts getting opened and read.

Email benchmarks 2016: click-through performance
The second part of our in depth analysis of the findings of our 2016 Benchmark report. This post looks in detail at click and click-to-open rates. What’s happened over the last 8 years, how do the industry sectors compare and handy tips on how to improve.

Email marketing is mobile marketing
Email opens on a mobile device are now at 54.6%, an increase  of 1.3% from the previous 12 months. This blog post analyses mobile open rates for each industry sector and discusses what you can do to embrace your increasingly mobile audience.

Automated emails – the benchmark results
It’s a fact. Automated emails significantly outperform more regular broadcast type emails. This blog posts takes data from our 2016 Benchmark Report and looks in detail at the performance of automated and non-automated campaigns.

Email engagement – the benchmark results
One of the interesting pieces of research that didn’t make the 2016 Email Marketing Benchmark Report was a snapshot of engagement across the 29 industry sectors that we track. If you want to get a deeper understanding of interaction with your email campaigns then engagement is a good measure to review.

When is the best time to send an email campaign?
It’s in our top 10 of most frequently asked questions. We’ve crunched the numbers taken from all of the email sends through the platform to get a better understanding of how consumers engage with their inbox throughout the day. Interesting.

Analysing interaction – we call them ‘heat maps’
Which of your campaign links are gaining the most traction, who is clicking them, when, and how often? A subscriber interaction overlay (we prefer to call it a ‘heat map’) is a neat way of displaying click information directly onto your campaign layout. It provides a visual representation of the interaction with each of the campaign links directly showing the relative engagement with each link.

Comparing the performance of multiple email campaigns
A really nice feature of the ‘Analyse’ section is the option to compare the results of multiple campaigns. You can use it to directly compare the performance of any selection of campaigns but it’s particularly useful to measure the relative performance of regular email deliveries like newsletters or other campaigns which are being sent to the same audience.

9 useful things to do in ‘Analyse’
Finally a collection of useful analysis tools that you may have overlooked – news subscribers, best performing campaigns, variations by domain, day and time variations – it’s all here in the ‘Email Analysis’ menu of the Analyse section.