Measuring opens, clicks and unsubscribes differently

Currently most email marketing software provides the open rate, click rate and unsubscribe rate for each campaign.  This is a useful starting point but we here at Email Analytics believe that analytics on email marketing programs needs to be improved.

Here are some of our additional measurement on opens, clicks and unsubscribes:

-Unique Monthly Opens: how many unique subscribers have opened any campaign that you have sent each month?

-Unique Monthly Clicks: how many unique subscribers have opened any campaign that you have sent each month?

-Unique Monthly Unsubscribes: how many unsubscribes has your email marketing program received each month?

These are useful because they allow you to easily see trends on engagement.  Are you engaging more subscribers each month now or less?  Are you sending to your list so much that you are actually making more people unsubscribe more quickly?

These are similar to what are some common web metrics like unique monthly visitors.  If you were just tracking pageviews on your website and ignoring unique visitors as a metric to track, that is basically where we are in email marketing today.  Having the same people look at your website more is probably not as much of a win as having more people visit your website.  Similar rules should apply to email and tracking unique monthly opens does this.

Are there unique metrics that you track?  Let us know in the comments below.

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