B2C Marketing Analytics for Beginners

Email Analytics

Unlike the rest of the channels we’ve gone over, email is primarily used as a channel for retention marketing and to continue a customer relationship over time. This is because the channel requires that you already have the contact information of your customer.

So most email marketing is focused on the bottom of the conversion funnel. However, if may have been a long time since the customer has been to your site, so you may need to re-introduce yourself and almost return to awareness marketing, to get that next conversion. As with all channels, it’s important to know where along the funnel you’re targeting to make it easier to select your primary metrics.

Reach Metrics

Reach is pretty straightforward with email. It’s the number of email addresses you have in your list. For an accurate count, only include those addresses that are opted in to marketing messages and take out undeliverable email addresses.

Engagement Metrics

Open rate

Open rate is the rate of emails that were opened out of all the emails that you sent. This metric speaks to the relevance of your brand to that user at that time (is this email from someone they want to hear from at this particular time?) and to the appeal of your subject line.

Click-Through Rate and Click-To-Open Rate

Besides opening the email, the other critical engagement a user can have on the email itself is to click on it.

Click-through rate (CTR) measures the rate of emails that were clicked on out of all the emails you sent. On the other hand, Click-to-open rate (CTOR) is the rate of emails that were clicked on out of all the emails that were opened.

While it might seem that both metrics are measuring the same thing, that isn’t actually true.

CTR is sensitive to the open rate. If almost no one opened the email, very few people could click on it – so even if the content of the email itself is very engaging, it will see a very low CTR.

On the other hand, CTOR takes out the performance of open rate by only looking at those users who had already opened the email. So this metric speaks to the quality of the content of the email.

Impact Metrics

The main impact metrics for email are pretty much the same as with any of your channels – conversion rate, revenue, etc…

The only difference is that you might have higher conversion expectations for your email traffic, since it’s from users who already know about you and your brand.


Email is an important retention channel, but depending on your particular target audience for a given campaign, you may select metrics that are associated with marketing intended higher up the funnel as your primary metrics.