After sending an email campaign, track key metrics to evaluate performance and optimize future campaigns. Here's a comprehensive guide to understanding and analyzing your email campaign metrics:

Key Performance Indicators (KPIs)

Delivered Rate

• Shows how many subscribers received your campaign
• Helps assess email list quality
• Campaigns are sent in waves, so numbers may take time to reach 100%
• Includes emails that land in spam folders

Open Rate

• Indicates how many subscribers opened your campaign
• 20% or higher is considered healthy
• Note: May be unreliable due to:
  • Varying email provider privacy policies
  • Image loading settings
  • Apple Mail Privacy Protection inflating numbers

Click Rate

• Measures subscribers who clicked campaign links
• Excludes unsubscribe links and administrative elements
• Counts unique clicks per subscriber
• May be inflated by corporate email security scans

Unsubscribe Rate

• Tracks subscribers who opted out
• Includes both manual unsubscribes and spam reports
• Helps monitor list health and content relevance

Analyzing Campaign Performance

Traffic Sources

• View website visitors from email campaigns
• Track revenue generated (Commerce plans)
• Note: Sales tracking requires:
  • Active cookies
  • Direct campaign link clicks
  • Several hours for data processing

A/B Testing Tips

• Test different versions of campaigns
• Compare elements like subject lines
• Split your email list for accurate testing
• Use results to optimize future campaigns

Important Considerations

• Cookie settings affect tracking accuracy
• Browser-based link clicks may not track properly
• Permalinks aren't included in metrics
• Consider multiple metrics for holistic analysis

For best results, consistently monitor these metrics across campaigns to identify trends and improve engagement over time.

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