Email Analytics: The Only Metrics That Actually Matter

The Problem With Open Rates

Apple's Mail Privacy Protection pre-loads tracking pixels, inflating open rates by 30-50%. Open rates are no longer a reliable metric for Apple Mail users — and they make up roughly 50% of email opens worldwide.

Metrics That Actually Matter

Click-Through Rate (CTR)

Clicks are a real signal of engagement. Unlike opens, they require deliberate action. Track CTR as your primary engagement metric.

Click-to-Open Rate (CTOR)

CTOR measures how compelling your content is for people who actually opened the email. A low CTOR with high opens suggests your subject lines are great but your content disappoints.

Revenue Per Email (RPE)

For e-commerce and SaaS, RPE ties email directly to business outcomes. Track it per campaign and per automation to understand which emails drive real value.

List Growth Rate

Net new subscribers minus unsubscribes and bounces, expressed as a percentage of total list size. A healthy list should grow 2-5% per month.

Building Your Dashboard

Focus on trends, not absolutes. A 2% CTR that's been climbing for 3 months is better than a 5% CTR that's declining. Compare metrics across segments, not just across campaigns.