e-book: Email Metrics Troubleshooter

Posted by Bonnie Malone 


As an Email Intelligence company, data is the backbone of our business.  And, as a consultant working for an Email Intelligence company, I spend a lot of time with clients helping them know the data that is available to them, understand what the various data points may indicate, and educate them how they can use that data to proactively manage the health of their email program.  

While every email program is different – with different revenue models, messaging goals, and subscriber demographics – there are some factors that remain the same.  For example, lack of clear permissioning at sign up will almost always generate complaints from new subscribers – regardless of the business model of the company (a publisher, retailer, and online dating site may all experience this same situation).  

We’ve summarized some of the most common data scenarios we come across in working with our clients.  Using key metrics, such as open rates, bounce rates, and unsubscribe rates, the new Email Metrics Troubleshooter e-book provides a quick-reference guide for understanding what each metric (and/or combinations of metrics!) may indicate – along with steps you can take for addressing each.

I hope you find the e-book to be a helpful as you navigate through your data trends!


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About Bonnie Malone

Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying, and retail management, she helps companies stay relevant amid the changing digital landscape. Bonnie leads the knowledge and consulting teams at Return Path, the global leader in email deliverability. She is an active Email Experience Council committee member, featured speaker for events, and writes monthly for the Return Path blog and TotalRetail.

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