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Best metric to measure email's success?

Question asked by 31c49a9e92cfdfc36ec09f16a3d031bc05f44a62 Champion on Jul 20, 2016
Latest reply on Jul 21, 2016 by 9acc0badc7877bf749dabf1275015549e12b51eb

Originally wanted to ask this as a poll, but couldn't find a "place" listed. Anyway, as many of you know, the open rate and click-through rate are not the best measures of an email's success. A true "open" requires the recipient to download links and images and they can also "read" the email in a preview window without downloading, so those will not be counted as opens. In addition to that, not all opens are from the recipient as their internal email server can "open" an email itself to combat spam/virus concerns before delivering it to the recipient. So not all opens by the recipient are counted as opens (need to download images) and not all opens that are counted are by the recipient (internal email server opens on it's own). The same issue occurs for "clicks" as a recipient's internal email server can click an email to verify links before delivering it to the recipient, so not all clicks are truly from the recipient either.


I am consistently testing time of sends, content, subject lines, etc, so it would be beneficial and rewarding to be able to have the best metrics available to prove a new test email yielded better engagement than a previous one.


So I want to ask the Community, what is your preferred measure of an email's success?

  • Deliverability - Delivered / Sent
  • Open rate - Opened / Delivered
  • Click-through rate - Clicked / Delivered
  • Clicked / Open
  • Lowest Unsubscribe rate
  • Other
  • We do not measure a single email's success, we look at the parent program's success