Email campaign metrics are crucial for understanding subscriber engagement and improving future campaigns. Here's how to effectively track and analyze them:

Key Performance Indicators (KPIs)

Delivered Rate

• Shows how many subscribers received your campaign
• Helps assess email list quality
• Large lists may take time to deliver completely
• Includes emails sent to spam folders

Open Rate

• Target: 20% or higher is considered healthy
• Limitations:
  • Varies by email provider privacy policies
  • Requires image loading to track
  • Apple Mail Privacy Protection may inflate numbers

Click Rate

• Measures subscribers who clicked campaign links
• Includes social media icons and text links
• Excludes unsubscribe links and system elements
• Can be inflated by corporate email security scanning

Unsubscribe Rate

• Tracks subscribers who:
  • Clicked unsubscribe link
  • Marked campaign as spam
• Helps monitor list health

Analyzing Campaign Performance

1. Access campaign metrics:

   • View blast campaigns under "Sent"
   • Check automated campaigns under "Automations"

2. Monitor traffic sources:

   • Check Analytics > Traffic Sources
   • Review Email > Squarespace Campaigns
   • Track revenue (Commerce plans only)

Important Considerations

• Sales may take hours to appear in Traffic Sources
• Disabled cookies prevent tracking
• Direct URL entries aren't tracked as campaign traffic
• Browser display clicks aren't included in metrics
• Permalinks don't affect tracking

Optimization Techniques

A/B Testing

• Split test different versions:
  • Create two equal subscriber groups
  • Test different subject lines
  • Compare performance metrics
  • Use insights for future campaigns

Remember to keep cookies enabled for accurate tracking and consider using multiple metrics for a comprehensive understanding of campaign performance.

Related Articles

Previous Articles