EmailSherpa: Email Metrics for Marketers 101

This good resource to keep for reference covers the following:

1. Open Rate — Never a Certainty

2. Click Through Rate (CTR) - Beware of Confusing Math

3. Conversions — Are You Counting Everything?

4. Unsubscribes/Opt-Outs — Unimportant!

5. Delivery Metrics — Tech Hell