Email marketing is the process of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It is a powerful channel to reach the audience, and it can be used to achieve a number of different objectives, so it’s worth spending some time thinking about what business wants to achieve with it before jumping in.

Take a glance at the primary email marketing metrics used to evaluate its activity:

• 63% of surveyed marketers mentioned that they track opens and clicks for each send.
• 28% reported that they track mid-funnel outcomes such as leads generated from form-fills or registrations.
• 23% indicated that they can track all subscriber activity & value over time.

A Graph Shows The Most Used Email Marketing Metrics, 2018 | Data is based on a survey of more than 585 responses around the world.