wORKSHEET FIvE Email Marketing KPIs Checklist Go beyond email opens. Use the KPIs described below to measure the effectiveness of your email efforts. Click-through Rate (CTR): This is calculated by Forward and Print Count: How many of your dividing the total number of clicks by the total emails are being printed or forwarded? number of impressions; if an email offer was delivered 100 times, but the included link was clicked only once, this would result in a 1% CTR. Bounces: These can be either hard (permanent) or soft (transient). In the case of a hard bounce, you Email Clients and Devices: Understand which likely have a bad or invalid email address that needs email clients, browsers, and devices your to be scrubbed from your lists. A soft bounce, on recipients are using to open your emails; use this the other hand, may indicate that a mailbox is full information to optimize your emails based on or that you’re sending a file that’s too large. your audience’s preferences. Glanced or Unread Percentage: This tracks the Delivery Rate: The amount of emails sent percentage of people who did not open your versus the amount of emails delivered is a good email or had it open for less than two seconds. indication of the quality of your lists. Skimmed Percentage: How many people List Growth: Is your number of email opened your email for between two and ten subscribers growing? seconds? Read Percentage: How many people opened your email for longer than ten seconds? 80 / Pardot