Illustration by Richard Marker
“Why are you measuring that?”
I gave the typical new junior marketer answer: “Because I’m supposed to.”
The savvy marketing pro then told me something I have never forgotten.
“Only measure what you can take action on.”
Access to today’s treasure trove of analytics platforms doesn’t seem to make matters easier.
Most e-commerce owners are drowning in data. They track everything, but understand nothing.
But here's the truth: only a handful of metrics really matter in email marketing.
Open rates? Nice, but not enough.
Click-through rates? Getting warmer.
Revenue per email? Now we're talking.
The metrics that matter are the ones that directly tie to your bottom line.
Conversion rate. Average order value. Customer lifetime value.
These aren't just numbers. They're the pulse of your business.
Ignore them, and you're flying blind. Understand them, and you'll see the path to growth.
But here's the catch: these metrics don't exist in isolation. They tell a story.
Are you listening?
The question isn't "What's your open rate?" It's "What story are your metrics telling you about your customers?"
Are you ready to stop drowning and start swimming?
Ready to level up your email marketing?
Here are three ways to take action on this information:
DIY: Implement these strategies yourself.
Delegate: Pass this along to your team or email specialist.
Done-for-You: Let me handle it for you.
Interested in option 3? Click here to apply for a strategy session. I'll review your current email marketing and provide a custom plan to boost your results.
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