{"id":39409,"date":"2022-04-26T13:51:00","date_gmt":"2022-04-26T17:51:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=39409"},"modified":"2026-02-06T14:32:42","modified_gmt":"2026-02-06T19:32:42","slug":"how-to-use-email-analytics-for-marketing","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/how-to-use-email-analytics-for-marketing","title":{"rendered":"Using Email Marketing Analytics to Drive Strategy"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_24e67e76d0d3bed4eebcf616557785ac\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>Email marketing analytics aren\u2019t limited to indicating whether your emails are <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\/\" target=\"_blank\" rel=\"noopener\">making it to the inbox<\/a>, getting noticed, and inspiring whatever actions you hope your message encourages. (Though they deliver plenty of value in that regard!)<\/p>\n<p>When you know exactly which analytics to watch and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/holistic-email-metrics-matrix-are-you-seeing-the-whole-picture\/\" target=\"_blank\" rel=\"noopener\">how to apply them in your broader strategy<\/a> \u2013 they can deliver value well beyond the subscriber view.<\/p>\n<p>Read on for some tips you can apply when it comes to using email marketing analytics to drive strategy. Want to dive further into the topic? You can <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/email-marketing-kpis.html\" target=\"_blank\" rel=\"noopener\">watch our webinar \u201cAre you tracking the right email marketing KPIs?\u201d on-demand here.\u00a0<\/a><\/p>\n<h2>Think of email marketing analytics as the start<\/h2>\n<p>Open rates and click-through rates are common email marketing analytics to track \u2013 but they do little to explain the role email actually plays in your bigger marketing goals. As Chad S. White, Head of Research at Oracle Marketing Consulting, pointed out on our <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/email-marketing-kpis.html\" target=\"_blank\" rel=\"noopener\">Litmus Talks webinar<\/a>, the job of email marketing is not about managing email marketing campaigns. Nor is it about optimizing stages of <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-personalization-from-engagement-to-conversion\/\" target=\"_blank\" rel=\"noopener\">email engagement<\/a> individually. All the elements should work together, and be aligned. From that perspective, consider how you can maximize the value and engagement of the subscriber \u2013- and tailor the experience for them.<\/p>\n<p>When you shift how you interpret <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/measure-email-marketing-success\/\" target=\"_blank\" rel=\"noopener\">common email marketing analytics<\/a>, you\u2019ve got an opportunity to dig deeper into the funnel and find new opportunities to contribute to bigger goals.<\/p>\n<p>Instead of measuring and reporting on a singular metric (like a click), think more holistically:<\/p>\n<ul>\n<li>What can (or did) you do to get them to click?<\/li>\n<li>Did it mean they were curious\u2013or are they really interested?<\/li>\n<li>If conversion is a goal, what else could you do to make that happen?<\/li>\n<\/ul>\n<h2><\/h2>\n<h2>Prioritize email marketing analytics relative to business goals<\/h2>\n<p>Email marketing analytics like open rates, click rates, bounce rates, and inbox placement are commonly tracked \u2013 and do serve an important purpose as it relates to email campaign performance and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/measure-email-marketing-success\" target=\"_blank\" rel=\"noopener\">email marketing success<\/a>. But your analytics should also coincide with <i>your <\/i>business goals, and <i>your<\/i> unique business model. White reminds of another hard truth: the email metrics you\u2019re tracking, reporting, and prioritizing should also align with what your boss (and their bosses) \u2013care about!<\/p>\n<p>Think about the real purpose of your email, and what you are really trying to achieve. Is the goal retention? Engagement? Conversion?<\/p>\n<p>Those <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/defining-your-email-marketing-through-data\/\" target=\"_blank\" rel=\"noopener\">bigger business goals<\/a> should play a role in what you focus on in your email campaign \u2013 and how much power you give those figures. If the goal of your campaigns is to drive revenue, for example, click-through rates will matter\u2013especially as they relate to sales.<\/p>\n<h2>Report based on value being delivered<\/h2>\n<p>When your email marketing analytics don\u2019t map back to business goals, the nuances (and impact) of them may fall on deaf ears\u2013especially for those who aren\u2019t closely involved with email.\u00a0 Bree Rostic, Marketing Manager, Customer Communications at HubSpot, recommends aligning your email reporting methods with the broader strategic goals, and tying them into customer impact. Consider the type of email you are sending\u2013and expected response for that email type\u2013 so you are gauging and reporting performance appropriately.<\/p>\n<p>How often you <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-reports-marketing-leaders-should-look-at\/\" target=\"_blank\" rel=\"noopener\">report these figures<\/a> and how they play into your strategy will depend on your business.\u00a0 If you\u2019re a retailer, for example, there may be value in reporting on email performance frequently during peak holiday selling seasons. Consider it a prime opportunity to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-deliverability\">use email to its full potential<\/a> to experiment, test and pivot as needed, while you\u2019re still in peak season.<\/p>\n<p>When seasonality isn\u2019t a concern, you may want to consider a monthly reporting cadence for smaller core teams, and quarterly reporting for more senior leadership.<\/p>\n<h2>Align with internal business and technology partners<\/h2>\n<p>Harnessing data is a significant challenge in organizations that have different (and disparate) data collection systems. But aligning email marketing analytics to your broader business and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-marketing-to-boost-omnichannel-strategy\/\" target=\"_blank\" rel=\"noopener\">omnichannel strategy<\/a> is far easier when you understand what exists elsewhere!<\/p>\n<p>Dig into how each part of your organization is reporting and try to join those efforts (at least to some extent). Ideally, multiple groups in your company can work together to consistently deliver reporting that matters to the business strategy\u2013and your unique lines of business.<\/p>\n<p>Start with the basics:<\/p>\n<ul>\n<li>What do you need\u2013and why? From there, you can dive into what already exists (and where).<\/li>\n<li>What story do you need to tell in your organization about what your data says?<\/li>\n<li>How does that compare to other data sources in your organization?<\/li>\n<li>What data will tell a story about how customers are responding to your business?<\/li>\n<\/ul>\n<p>Then consider the best ways to get a full view of what\u2019s happening\u2013and placing the data where it\u2019s accessible.<\/p>\n<p>Email marketing <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/2021-state-of-email\/\" target=\"_blank\" rel=\"noopener\">consistently ranks as one of the top performing channels for marketers<\/a>\u2013and it can deliver a 36:1 return on investment. If you\u2019re not considering email performance through the lens of your broad strategy, you\u2019re missing out on its full potential.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-4104\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/logo.png\" alt=\"Litmus logo\" width=\"140\" height=\"165\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Go beyond opens and clicks with Litmus Email Analytics<\/strong><\/p>\n<p class=\"zero\">Dig deeper than the data your email platform gives you, and better understand your audience and the performance of your email campaigns.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing\/plus\/\" target=\"_blank\" rel=\"noopener noreferrer\">Book a Demo<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Applying your email marketing analytics to your broader business goals can drive more strategic impact.<\/p>\n","protected":false},"author":25,"featured_media":39410,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10247],"blog_category":[53],"class_list":["post-39409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-performance-metrics","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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