Article by: Rebecca Matias
When pilots can’t see the ground or horizon, they rely on six instruments to safely fly an aircraft. These instruments show the plane’s motion, orientation, position, and other critical data. Individually, the information they provide doesn’t mean much but, when taken together, they tell the pilot what to do and where to go.
In some ways, running an email campaign is like flying a plane solely by instrument. The only way to know whether your campaign is actually heading in the right direction is to pay attention to the numbers flashing on your dashboard. But like an aircraft’s instrument panel, a typical email marketing analytics console can be a bit tricky to figure out.
Today’s post provides a complete walkthrough of email marketing analytics. This guide breaks down email analytics into its key component metrics and untangles the relationships between the numbers. By the end of this article, you’ll be able to refine your email marketing analytics suite, know what metrics to focus on, understand what each number means, and find out how to turn raw metrics into actionable insights.
Before getting started with email marketing analytics, you need to have a few things in place to ensure smooth flying. You need to set specific goals, tweak your email marketing process, and choose the right supporting platforms. Here’s a quick pre-flight checklist.