2018 State of Email Analytics: The Metrics Brands Measure and the Impact of Third-Party Analytics0
Brands use analytics to listen to what their subscribers and inbox providers are telling them. Without analytics, brands are deaf to both their cheers of happiness and their shouts of frustration.
Based on our State of Email Survey of 3,000 marketers, our first-ever State of Email Analytics report takes a detailed look at the email metrics brands measure, the analytics tools they use, and the impact of the two of those on program performance.
Some of the key findings from the State of Email Analytics include:
- Subscriber lifetime value, revenue per subscriber, and email marketing return on investment top the list of the metrics that the most brands are planning to start tracking soon.
- Email prints, email read time, and revenue per subscriber are the metrics that are most dependent on the use of third-party analytics.
- The majority of brands are now using their open and click data to trigger reengagement campaigns to inactive subscribers. The majority are also removing chronically inactive subscribers from their active mailing lists.
- Users of third-party deliverability monitoring tools are more than twice as likely as non-users to report being blacklisted, suggesting that many brands have been blacklisted and simply aren’t aware of it.
This 27-page report explores each of these findings and much more, with over 20 charts providing data-based evidence of current analytics practices and trends. 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 tools so you can craft better strategies, improve deliverability, and boost performance and ROI.
All of this is made possible by the 3,000 marketers who generously took the time to take our State of Email Survey and share their insights with the industry. For a breakdown of the demographics of our respondents, check out A Snapshot of the Email Professional.