To avoid being misled by these metrics, consider the following questions:
Am I Looking at the Right Metrics? Identify the metrics that align with your campaign goals. For instance, if your goal is to drive traffic, focus on CTR and website engagement metrics rather than just open rates.
Am I Analyzing Metrics in Context? Always analyze metrics in the context of other data points. For example, if your CTR is high but conversion rates are low, it may indicate issues with your landing page or offer.
Am I Using A/B Testing? A/B testing can provide more accurate insights by comparing different versions of your emails. This helps identify what truly resonates with your audience.
Am I Considering the Customer Journey? Understand where the email fits within the customer journey. Metrics should be evaluated based on the email's role, whether it's for awareness, consideration, or conversion.
Am I Segmenting My Audience? Segment your audience to get more precise insights. Metrics can vary significantly across different segments, so broad averages may not accurately reflect performance.