Beyond open rates: the email metrics that actually matter

With Apple MPP making open rates unreliable for ~50% of subscribers, it is time to move beyond opens as your primary metric.

Metrics that matter

• Click-through rate: The most reliable engagement signal
• Conversion rate: Did the email drive the desired action?
• Revenue per email: For e-commerce, this is the ultimate metric
• List growth rate: Are you gaining subscribers faster than losing them?
• Unsubscribe rate: Consistently above 0.5%? Your content needs work

The engagement score model

We built a composite engagement score: click (5 points), reply (10 points), conversion (20 points), unsubscribe (-15 points). This gives us a single number to evaluate list health and campaign performance.