Email campaign metrics are crucial for understanding and improving your newsletter performance. Here's how to effectively track and analyze them:

Key Performance Indicators (KPIs)

Delivered Rate

• Shows how many subscribers received your campaign
• Includes emails sent to spam folders
• Low delivery rates may indicate fake email addresses
• Campaigns are sent in waves, so numbers may take time to reach 100%

Open Rate

• Shows subscriber engagement with your campaign
• 20% or higher is considered healthy
• Limitations:
  • Privacy policies affect accuracy
  • Image loading affects tracking
  • Apple Mail Privacy Protection can inflate numbers

Click Rate

• Measures subscribers who clicked campaign links
• Excludes unsubscribe links and system elements
• High opens but low clicks suggest content needs improvement
• Corporate email scanning may inflate numbers

Unsubscribe Rate

• Tracks subscribers who:
  • Clicked unsubscribe link
  • Marked campaign as spam

Analyzing Campaign Performance

Traffic Sources

• Shows visitor origin
• Includes sales data for Commerce plans
• Takes several hours to update
• Requires enabled cookies for accurate tracking

A/B Testing

• Test different versions of campaigns
• Compare elements like subject lines
• Split audience into test groups
• Use results to optimize future campaigns

Important Considerations

• Cookies must be enabled for accurate tracking
• Browser display clicks may affect metrics
• Permalinks are not tracked
• Direct URL access won't show in campaign metrics
• Wait several hours for complete data updates

For comprehensive campaign analysis, consider multiple metrics together rather than relying on a single indicator, as each metric has its own limitations and context.

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