Email Marketing Email Analytics and Metrics

Question 1

How is email 'open rate' calculated?

Accepted Answer

(Unique opens / Emails delivered) × 100

Answer

(Emails sent / Emails opened) × 100

Answer

(Emails clicked / Emails opened) × 100

Answer

(Emails delivered / Emails bounced) × 100

Question 2

What did Apple's Mail Privacy Protection (MPP) do to email open rate data?

Accepted Answer

Inflated open rates by pre-loading tracking pixels regardless of actual opens

Answer

Increased open rates by caching images

Answer

Eliminated open tracking entirely for all email clients

Answer

Reduced open rates by blocking all HTML emails

Question 3

What is 'click-to-open rate' (CTOR) and why is it valuable?

Accepted Answer

The percentage of openers who clicked, measuring content relevance independent of subject line performance

Answer

The ratio of total clicks to total sends

Answer

The number of clicks per email campaign

Answer

The click rate from social media links inside the email

Question 4

What is the 'unsubscribe rate' benchmark that indicates a potential problem?

Accepted Answer

Above 0.5%

Answer

Above 2%

Answer

Above 5%

Answer

Above 10%

Question 5

What does 'revenue per email' (RPE) measure?

Accepted Answer

The average revenue generated per email sent, tying email activity to direct business impact

Answer

The cost of sending each email

Answer

The revenue from email software subscriptions

Answer

The CPM rate charged by the ESP

Question 6

What is a 'conversion' in the context of email marketing analytics?

Accepted Answer

A subscriber who completes the desired goal action, such as a purchase or form submission

Answer

An email that is forwarded to another person

Answer

An email that moves from spam to inbox

Answer

A subscriber who changes their email preferences