Email Analytics: What Should You Be Tracking?

Email Analytics: What Should You Be Tracking?

In the world of digital marketing, email is one of the most vital channels for sending messages to potential customers. Marketers measure the success of their email campaigns by tracking several metrics, such as open rates, click-through rates, and conversion rates. However, as email marketing evolves, so does the need to track and analyze each individual email.

To keep up with the times, many businesses turn to email analytics tools, which help them monitor and analyze all the relevant email data. However, not all email platforms are created equal, so knowing the differences between different email providers is key to ensuring you get the most out of your analysis.

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As an email marketer, you can probably relate to the dilemma of not knowing what works and what doesn’t. You’ve heard of A/B testing, but have you ever heard of CAC testing–the ‘c’ stands for ‘customer.’ That’s because what you need to know is that every email interaction with a customer is different and has a different impact on the subsequent behavior (aka ‘conversion’).

Tracking individual emails is essential because it allows you to benchmark performance, identify key moments of truth, and drive success. Let’s take a look at the different components of an email campaign and the analytics to track them…

Calls To Action (CTAs)

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A/B/C testing isn’t just limited to the design of your emails; you can also run A/B tests on your landing pages, subject lines, and calls to action (CTAs). A call to action, or CTA, is the instruction or prompt within an email that encourages the reader to take action. While this may seem like an abstract concept, the way you design and implement your CTAs can have a significant impact on your conversion and ROI (return on investment).

Consider adding an extra call to action at the end of the email to see if this encourages additional engagement. For example, at the end of an email, I might suggest that the reader takes the next step or action by calling a phone number or clicking a link.

CTAs aren’t one-size-fits-all so you need to consider how you can tailor your approach to get the best results. When you do run an A/B test on your CTAs, you can also measure the response to different copies, designs, and voices. This way you can ensure you are not accidentally spamming anyone or upsetting your audience with a poor decision.


You might be tempted to guess demographics based on a reader’s IP address or the city they live in. However, this can be very inaccurate because people can be found anywhere. For this reason, you should always consider demographics to be a fluid concept. Sometimes you may want to target specific audiences based on criteria such as age or gender and sometimes you may want to reach out to everyone.

Take the example of a travel insurance company. They may want to send a limited-time discount to people who have been on a trip recently or to an aging audience to ensure they remain relevant. In both cases, they would use demographics as a determining factor. However, neither would be accurately reflected by just looking at the IP address or city of residence.

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What is a conversion? Consider it to be the final stage of a process, event, or action that you’re encouraging the user to take. Sometimes this involves handing over money (B2C) or performing some sort of action (B2B). In the case of a travel insurance provider, a conversion would be when a user signs up for their mailing list, calls the number provided, or takes the action suggested in the email.

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You should always consider how you can track the progress of a user through each stage of a conversion process. You don’t necessarily need to measure the performance of each individual step, but you can get a good idea of how each stage of a process works together by looking at conversions instead.

For example, if you have a landing page where users can sign up for your mailing list, you can measure the success of this page by looking at the number of users who came to the page, became subscribing members, and then converted to either a paid or trial customer. This is known as a ‘conversion funnel’ and can be quite helpful in understanding the behaviour and interests of your audience.


As an email marketer, you’ll soon realise that people behave differently when they’re passionate about your product or service. This is why you should always consider the retention of your users rather than just looking at the number of conversions. What is retention? It’s simple; it’s the probability that a user will remain engaged with your content or action until some point in the future. The longer they stay, the more value they provide.

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Let’s look at the example of a travel insurance provider. After a user has completed a conversion process, they may decide they want to remain subscribed to receive email notifications about new travel policy changes. In this case, the retention metrics would be the percentage of notified subscribers who remain engaged with the content.

If you notice, many of the metrics we’ve discussed so far relate to the performance of your email marketing efforts. To get the best results, you need to measure the performance of each individual component that makes up your campaign. This requires a bit of forethought so to avoid any unpleasant surprises. The only way to do this is through extensive analytics and testing. Luckily, that’s what this site is all about.

Open rate

This email analytic term refers to the measure of how many people can view a particular email. Email rates are measured in percentage. For example, if you say a certain campaign has an open rate of 20 %, it means that if there were 10 emails delivered then only two were opened.

Bounce rate

Bounce rate refers to the action of visitors viewing only a single page of your website the leaving without opening another, the bounce rate can be high if the potential customer does not have a good first impression of your website or your website is hard to navigate through.

Click rate

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This refers to the number of people who visit your business website and click on any of the hyperlinked information. This means that they are interested in knowing more and are willing to spend some extra time on your website.

Features That Matter

When developing an email marketing strategy, you need to look at what matters most to you. The most important items to consider are:

  • Email Subject
  • From Email
  • To Email
  • HTML Email
  • CPS/Tag/Parameter
  • Action
  • Conversion Tracking
  • Geo
  • Campaign Tracking
  • Open/Click/Send Rates
  • Frequency
  • Design

In addition to these essential items, you also need to think about the features that would matter most to your customers. Using the customer persona method, you can determine what their needs are and what would make them feel confident to purchase your product. Once you know what these needs are, you can work on developing innovative strategies to meet these needs. For example, maybe your customer needs help with a specific task, or maybe they feel that your pricing is too high. Whatever the case may be, you can utilize the tools below to track the results of your campaign and create a more satisfying experience for your customers:

Frequency And Automation

One of the most critical things for any business to succeed is to continually evolve with the times. The old adage “If it ain’t broke, don’t fix it” applies here. Instead, you need to look at how you can make the most of ​this new technology and ensure you’re providing value to your customers. To achieve this, you need to consider the factors listed below:

  • Frequency
  • Automation
  • Personalization
  • Drip Campaigns
  • Multi-variate Testing
  • Remarketing
  • Dynamic Content
  • Pricing
  • Incentives
  • Surveys
  • Interactions
  • Leads
  • Lifecycle Management
  • Data Export
  • And Much More…

When it comes to email marketing, the more you can do the more you can optimize. By considering these factors, you can establish a direct line to success.

Drip Campaigns

With every new technology comes new ways of doing things. For example, thanks to the flexibility of email, drip campaigns have become extremely popular. A drip campaign is a type of email marketing where you send regular messages to your customers over time and allow them to unsubscribe at any time. This tactic allows you to follow up with your customers in a way that keeps them interested but also prevents you from over-consuming their email.

Drip campaigns are ideal for cross-selling, upselling, and encouraging your customers to make further purchases. Studies have shown that customers will remain engaged with a drip campaign for longer than with a one-off email blast. This is because the former provides them with value and a long-term strategy, whereas the latter often comes off as an unwanted sales pitch.

The main goal of a drip campaign is to establish a long-term relationship with your customer and provide them with value. In addition to establishing a trusting relationship, you can use marketing automation to drip-feed your customers with valuable information.

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People are much more engaged with relevant content. Whether you’re a business or an individual blog owner, you need to make sure that your content is relevant to your audience. When done well, personalization drives engagement boosts conversion and allows you to build a valuable customer base. In the digital realm, personalization is made possible through Artificial Intelligence (AI) and machine learning.

You can use AI and machine learning to provide your customers with relevant content that suits their needs. This personalized content will then become a key part of your marketing strategy. You can also use AI to engage with your customers via chatbots and have live agents available to assist with customer service issues. Making use of these tools is easier than you think and AI has a lot to offer when it comes to boosting engagement and conversions. At the end of the day, everyone can use AI to their advantage and it will only make your marketing job easier.


The ability to automate certain processes saves you a tremendous amount of time and effort. This is why many businesses have adopted email marketing as part of their marketing strategy – automating various processes saves them time so that they can focus on more important areas of the business. When done well, automated email campaigns can drive engagement, boost conversion, and allow you to gain valuable insights into your marketing and customer relationship management.

You can use automation in many ways to enhance your email marketing. For example, you can use artificial intelligence to identify key words and phrases in your customer’s previous emails, social media posts, and website content, then target these when you create future emails. You can also use automation to create and send out automated emails based on a list of subscribers that you’ve obtained from a previous marketing campaign. In addition to being time-saving, automation gives you the ability to segment your lists and send targeted messages to specific groups of people.

Cross-selling And Upselling

Cross-selling and upselling are two critical components of any successful marketing strategy. When done right, these tactics allow you to expand your customer base and gain more revenue. For example, if you sell t-shirts and the customer buys a mug, you’re offering your customer a cross-sell. Similarly, if you sell umbrellas and the customer buys a raincoat, you’re offering them an upsell.

Cross-selling and upselling can be tricky, especially when executed manually. However, with the help of automation, you can use marketing analytics to determine the purchase behavior of your existing customers. From there, you can determine what products they’re most likely to buy, when they’re most likely to make a purchase, and what methods of promotion would be most effective for each product.

Multi-variate Testing

Sometimes, one tactic isn’t enough. To really understand the effectiveness of a campaign or marketing program, you need to run A/B tests. This is where you split your visitor demographics or audiences between two different versions of a website or email campaign and observe the results. This way, you can determine which variation performs better, and make the most out of your efforts.

You can use multivariate testing to optimize your Facebook ads, Instagram posts, and other types of online marketing. For example, let’s say that you’ve set up a Facebook ad campaign for your business. One of your goals is to increase your LIKES by 15%. However, you’ve observed only a 5% increase in your organic posts. This could mean that your current audience on Facebook doesn’t have much interest in your products and the ad strategy you’ve used is ineffective. In this case, you might want to try a different approach and run an A/B test where you compare your original ad campaign to a new one. In the event of a win-win, you can then roll out the second variation globally. This way, you can ensure that everyone who sees your ads, follows your page, or visits your site has a positive experience and creates a memorable impact.


Once you’ve established a customer base and obtained their email addresses, you can use remarketing to reengage with them. Remarketing is the process of targeting people who’ve previously visited your site or seen your ads with a customized email message.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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