Email Measurement
Avoiding misleading winners in small email tests
Read small email-test results with raw counts, a fixed metric and uncertainty before declaring a variant the winner.
Section
Email Measurement
Email Measurement
Choosing a useful success metric for an email test
Select a primary email-test outcome, define its numerator and denominator, and keep tracking limitations close to the decision.
Email Measurement
Choosing an email programme goal that can be measured
Choose an email goal tied to an observable action, define its counting rule and report results within the data's limits.
Email Measurement
Comparing click rate with click-to-open rate
Compare email click rate and click-to-open rate with clear formulas and an example, then choose the figure that fits your question.
Email Measurement
Diagnosing weak email campaigns
Find the first weak step in an email campaign, from recipient selection and delivery through clicks, page visits and completed actions.
Email Measurement
Email campaign measurement
Build an email campaign report with clear counts, denominators and tracking limits, then draw a conclusion the results support.
Email Measurement
High opens but few clicks: where to look first
Check what open and click reports count, then review the email’s promise, intended link, action and audience fit.
Email Measurement
Measuring sales after an email without double counting
Count orders once by ID, state an email attribution rule and avoid adding the same purchase from separate reports.
Email Measurement
Recording campaign learnings beyond the winning variant
Capture the question, variants, audience, raw outcomes and limits of an email test so the next campaign can use the learning.
Email Measurement
Strong clicks but no sales: checking the destination page
Trace a recorded email click through the landing page and checkout, checking offer consistency, page access and purchase measurement.
Email Measurement
Why open rates need careful interpretation
See what an email open rate records, how blocked images and privacy settings affect it, and how to report a change carefully.