The Levison Letter

Which email performance-metric
should you use?

June, 2009

Ahh. If only there were one simple answer to the question I posed above. The fact is, there are so many metrics email marketers can use, that it's easy to feel confused. Here's a primer I hope you find of interest . . .

Check out these common email performance metrics.

Open rate. The % of recipients that just open your email.

Click-through rate. The % of recipients who open your email and click on a link in your email.

Conversion rate. The % of recipients who respond to your call-to-action. (Downloads, phone responses, etc.)

Delivery rate. The number of emails sent minus bounces.

Net subscriber rate. The number of subscribers + new subscribers minus bounces + unsubscribers.

Unsubscribe rate.

Bounce rate.

Referral rate. How many people forward your email to another person.

Orders, downloads, or transaction rates.

Average order size.

Total revenue.

Average dollar per emails delivered.

And that's just for starters!

Choose the metric that fits
your specific business needs.

If you publish an e-newletter like I do, you might pay attention to your open rate, click-through rate, net subscription rate, and referral rate.

If you're a retailer, you'll probably pay most attention to the number of orders per emails sent, your average order size, and the like.

After you determine which metrics you want to track, monitor them over time. If your results keep getting better, celebrate. If you suddenly get a strange result, like an unusually low open-rate along with a huge click-through rate, look closely to see what's going on. (Maybe you just used a lousy subject line or are facing deliverability issues.)

Here's how I can help you boost email results.

No matter what metric you wind up using, email success depends on using a good list, a solid offer, and great copywriting. That's where I come in. I specialize in writing emails that get results for clients like Microsoft Great Plains, Intuit, Adobe, Adaptec, and many other terrific companies, large and small.

CLICK HERE to learn more about my affordable email copywriting services.

Check it out!

CLICK HERE to attend an information-packed recorded Webinar I recently gave for Alpha Software. It's called How To Make Your Email, Direct Mail, And Web Site Twice As Effective - Thirty Ideas In Thirty Minutes. Don't miss it!

Need help driving leads to your Web site and marketing yourself online? Call Britt Brouse at 215-527-3111.
By posting informative articles online, you can create incoming links to your site and reinforce your credibility. Britt Brouse, a professional writer and editor, can edit, format, and submit your articles to dozens of e-zine sites (like Ezine Articles at for maximum online exposure. I use Britt's e-zine submission services. So should you!

CLICK HERE to download a free copy of ConstantContact's White Paper titled Top 25 Email Marketing Terms You Should Know. If you're new to email, I think you'll find it of real value!

How to get in touch . . .
Phone: (415) 461-0672
Fax: (415) 461-7738
Visit my Web site


Ivan Levison. Direct Mail, Email & Advertising Copywriting
14 Los Cerros Drive, Greenbrae, CA 94904
Phone (415) 461-0672      Fax: (415) 461-7738

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