3 Email Engagement Metrics Worth Tracking

By Tom Sather

3. Read rate: This is the easy one. No matter what else you want from your messages, people should read them. A decline in your read rate is the quickest, most obvious indication that subscriber engagement is falling off. It’s the first sign that something is wrong. Instead of letting these subscribers fade away or, worse, end your relationship with a complaint, target them with a reactivation campaign as though they’ve stopped engaging altogether. Then watch read rates to see what changes they respond to. Also, keep in mind that you’re not the only one watching read rates to gauge the health of this relationship. Mailbox providers are using exactly this metric to see how you engage with readers.

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Companies:
Return Path, Inc.

Tom Sather Author's page Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.

Engagement Metrics: Listen for the Sound of Customers Leaving