Email Marketing Email Analytics and Metrics

Question 1

How is email 'open rate' calculated?

Accepted Answer

(Unique opens / Emails delivered) × 100

Answer

Open rate equals unique opens divided by emails delivered, multiplied by 100 — it measures what percentage of delivered emails were opened at least once.

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

Apple MPP pre-loads email images (including tracking pixels) on Apple devices, inflating open rates and making them unreliable as a performance metric.

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

CTOR (clicks ÷ opens × 100) isolates the effectiveness of your email content and CTA from subject line performance, since it only measures engaged openers.

Question 4

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

Accepted Answer

Above 0.5%

Answer

An unsubscribe rate above 0.5% per campaign typically signals a relevance or frequency problem with your email program.

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

RPE calculates total campaign revenue divided by emails sent, directly connecting email marketing activity to business revenue outcomes.

Email Marketing Practice Test

Email Marketing Practice Test

Email Marketing Email Analytics and Metrics