All About: Email Marketing Metrics
Looking for the metrics that will gauge the success of your email marketing program? You only need to look at your reporting. A sophisticed email service application can distribute tons of reports on subscribers at a moment's notice. These metrics can easily be used to determine if what you're trying to get your customers to do is actually working. Common metrics include:
Opens: the number of times someone actually opens your email. Once used heavily, now opens don't really get much respect, as they are generated based on an image placed in an email.
Click-throughs: the number of times an email recipient actually clicks on a link in an email.
Unique click-throughs: A unique click is a single click by a single user. When unique clicks are measured, it is an aggregate number of how many times that URL was clicked by individual users (not the complete total of all users, all clicks.)
Bounce rate: The total number of emails that were returned as undeliverable divided by the total number of emails sent (multiply this number by 100 to express the result as a percentage).