A trip to your email analytics dashboard usually comes before a team meeting or after a product owner asks how many email subscribers are viewing content on a mobile device. On the surface, email marketing metrics appear simple \u2013 open rates and click-through rates are pretty self-explanatory. But in reality, your message takes a journey from your application, server, or mail client through the internet service provider (ISP) and onto the inbox. There are plenty of hurdles to jump through before (hopefully) arriving in the inbox.<\/p>\n\n
Before diving into the data, take some time to get acquainted with your statistics dashboard. This page contains valuable data to help develop insights into your sending practices. Email analytics let you drill down data, solve problems, and boost future performance.<\/p>\n\n
You can choose from two standard reporting formats on a dashboard: volume and percentage. Percentage rates are great for comparing your stats to industry benchmark data or your email platform\u2019s <\/b>Acceptable Use Policy (AUP)<\/b><\/a>,<\/b> whereas volume is the true number that puts these events into context \u2013 a 1% unsubscribe rate may not seem as alarming as 1,000 individual contacts requesting to be removed from your list.<\/p>\n\n Before you navigate through statistical filters and graphs, let\u2019s find out about the journey an email takes and the key metrics we\u2019re looking at.<\/p>\n\r\n