Email marketing analytics - and how to track it (with or without AI)

What to track in email marketing analytics

The metrics that matter most are the ones tied directly to revenue and list health, not vanity opens.

1. 1.

   Revenue per recipient (RPR) - The single best proxy for whether a segment or campaign is actually worth sending to.

2. 2.

   Click rate trend over time - A falling click rate signals fatigue before revenue drops show up.

3. 3.

   Segment decay - Segments that once performed well but are quietly declining need refreshing or retiring.

4. 4.

   Open rate by segment - Useful for spotting deliverability issues, but weak alone without click and revenue context.

5. 5.

   Unsubscribe and spam rate - Rising complaints often precede a broader deliverability penalty across your account.

6. 6.

   List growth vs. list decay - Analytics mean little if your addressable list is shrinking faster than it grows.

Takeaway: Track revenue per recipient and segment decay weekly, not just opens and clicks once a quarter.