Email marketing is more than just creating a newsletter and sending it. The marketing value comes into play when analyzing the key metrics on a newsletter send, which can easily be done with your drill-down Emailbrain reports.
Take a peek at the 7 key metrics that email marketers rely on:
.: List size
.: Delivery rate or deliverability in industry speak.
.: Open rate
.: Click-through rate
.: Conversion rate
.: Unsubscribes and spam complaints
.: Historical comparisons
As the industry develops, there are standards for calculating these metrics that are adopted across the industry. Emailbrain has always calculated the open rate by dividing the emails opened by the total number of emails sent. The industry standard has evolved to excluding hard bounces (undeliverable emails) from the amount sent when calculating the open rates.
Old Formula: Emails opened / Emails sent = Open rate
New Formula: Emails opened / (Emails sent – bounced emails) = Open rate
You will see an improvement in your open rates as a result of this change. And no, we’re not cheating to bump up the open rate. We’re leveling the playing field by bringing ourselves in line with the Email Marketing industry practice.