What’s the best practice for tracking email performance?

Best practice for tracking email performance involves monitoring multiple metrics across the delivery funnel: sends, deliveries, bounces, opens, clicks, conversions, unsubscribes, and complaints. Each metric reveals different aspects of program health.

Track metrics over time to identify trends rather than obsessing over individual sends. Sudden changes warrant investigation; gradual trends inform strategy adjustments. Benchmark against your own history and industry standards.

Segment analysis provides deeper insight. Performance may vary by subscriber source, tenure, engagement level, or provider. Aggregate metrics can hide problems or opportunities that segment analysis reveals.