3 Email Engagement Metrics Worth Tracking

By Tom Sather

These metrics can help you identify and solve a real problem before it impacts the health of your customer relationships. While testing email optimization tactics can help you find the right approach to reactivating subscribers, there’s one more area to explore when you’re diagnosing flagging engagement: rendering. Declines in any of these metrics may be related to erosion in your user experience as messages fail to render properly in changing email clients and increasingly used mobile devices. Identifying (and fixing) a rendering problem could save you from tinkering with a program that’s otherwise not broken.

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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