The Role of A/B Testing in Email Campaigns

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For example, an email can talk about the brand’s social initiatives, a behind-the-scenes look at how a product is made, or even the story of how the company was born or the product invented. Think of a hook to draw the readers in and then flesh it out in a short, sharp, and compelling way. If it’s not measured, then it never happened. That might as well be the motto of every digital marketer today. Like every marketing campaign or activity, email marketing has its own set of metrics and kpis that show you how well your emails are performing, and where you need to improve.

Here are the main email marketing metrics according to the gurus at salesforce argentina email list 4.8 million contact leads the open rate is probably the most commonly used metric in email marketing. It indicates how well your subject line performed, and how many readers even opened the email and engaged with it in some way. However, to get more accurate in measuring the effectiveness of emails, you should focus on ctr (clickthrough rate – clicks generated from the total number of emails delivered) and ctor (click to open rate – clicks generated from the number of opened emails).



Ctr is a simple measure of the proportion of instances in which a link inside the email was clicked, out of all the emails that were delivered. So if you sent emails, and there were clicks, then the ctr was %. Ctor, or click to open rate, provides more context. It measures the proportion of times a link was clicked inside emails that were opened. This gives an indication of the performance of the content of the email itself. Ctor essentially tells how compelling the content and cta in the email were, and the rate at which it persuaded people to click and take action.