The Email Metrics That Actually Matter For Your Brand's Growth 📊

Hey, it’s Victor here from Obzia.

There’s a big difference between metrics that look good and metrics that build your ecommerce business.

Most brands track or focus on the wrong ones, and then wonder why their email revenue flatlines or why their email team isn’t delivering top-tier results.

Trend Metrics ≠ Growth Metrics

Most email metrics are what I call “trend metrics”.

They’re useful to monitor, so you always know that automations aren’t breaking, and so you spot exactly when something starts working better.

But, these metrics don’t actually grow your business.

We’re talking metrics like:

• Revenue per recipient

• Open rate

• Click rate

• Unsubscribe rate

• Bounce rate

• Spam complaint rate
  

Let me give you some examples of why these metrics aren’t as important as some people make them out to be…

You can get a 98% open rate by sending to your 200 most engaged email subscribers…and still make $0 in sales.

You can increase your click rate instantly by doing the same thing…and still make $0 from that email, because you didn’t send to more than 200 people.

You can easily boost your revenue per recipient…by sending one or two heavy-discount campaigns in a month, and nothing else.

You see?

If you’re solely optimizing for any of these trend metrics, you’ll be giving up actual revenue for it.

That’s why these are trend metrics. Not growth metrics.

Keep Them Healthy, Then Move On

Trend metrics still matter for deliverability and account health, but they’re incredibly easy to manage if you understand the basics of email marketing.

• Want better open rates? Send to more engaged segments for a week.

• Want higher click rates? Same thing.

• Want fewer unsubscribes? You guessed it… Same thing.

They’re maintenance metrics.

But again, maintaining them isn’t what grows your business.

The Growth Metrics to Optimize For

If you want to see real progress, track and optimize for clicks to website and revenue.

Simply put…

Generate as much revenue as possible while keeping open rates healthy and overall deliverability strong.

That’s literally the entire game with email marketing.

The Metrics We Track for Clients at Obzia

We focus our reporting on what really moves the needle, while still keeping an eye on trend metrics to make sure deliverability stays healthy.

• Overall revenue generated

• Flow revenue vs. campaign revenue

• New vs. returning customer revenue

• List growth

• Pop-up performance

• Flow recipients

• Flow metrics (open, click, unsub)

• Top-performing email angles

• Average revenue per campaign

• Campaign recipients

• Clicks to website

• Amount of campaigns

• Campaign metrics (open, click, unsub)

• Overall deliverability health

I’d recommend you track the exact same ones for your brand.

My Favorite Email of the Day

The email: Click here to view »

Subject line: Ready for fall? We are.

The brand: Twillory

My thoughts: Great example of how simple your email concepts can be while still being very relevant for the recipients. Straightforward idea, punchy copy, and clean design. Nothing crazy needed.

Helpful Links Worth a Look

• How to write good email copy explained in under 2 minutes

• Easy list growth tip for early November

• My 8 favorite email ideas we’ve been using for clients lately

Hope that brought you some value!

Until next time,
Victor from Obzia

P.S. Want a free audit of your email strategy before BFCM? Click here »