3 Reasons Brands’ Email Marketing KPIs Are Overly Focused on Engagement
Email success looks different to different kinds of companies because they don’t all have the same business models and goals. This was made clear when we asked nearly 400 marketers what their email marketing key performance indicators are.
The vast majority indicated that clicks and opens are key. Half said conversions are. Then it fell off significantly, with only one-quarter saying email revenue overall is and less than 15% saying email marketing return on investment.
While email engagement is important, especially for maintaining good deliverability, our research points to several reasons why opens and clicks are being emphasized as much as they are as email marketing KPIs. Brands should be concerned with each of these reasons.