Email Performance Indicators - Overview
Email Performance Indicators in Litmus’ Integrated Insights Report automatically surface emails that are performing well - or not - and what you can learn from them. With visual identifiers and suggested next steps, you can say goodbye to tedious data analysis and focus on driving results.
How it works:
We have looked across 6 engagement and list health metrics and identified high and low performers. Emails with metrics that are more than 2 standard deviations from the mean rate are highlighted.
For example, the dots below represent email open rates. The grey bar in the middle is the mean open rate. The blue bars are two standard deviations from the mean. We have identified two high performers highlighted in green, and two low performers highlighted in yellow/orange.
- Averages (mean) are calculated based on the last 30 days of email sends.
- We filter out emails sent to less than 100 recipients when determining the indicators
- Engagement metrics include: Open rate, Click-through rate (CTR), and Click-to-open rate (CTOR)
- List health metrics include: Soft bounce rate, Hard bounce rate, Unsubscribe rate
- Litmus read time is not used for the performance indicators
Email performance badges will call out whether a metric was high performing (green) or low performing (yellow/orange). Clicking on the badges will display a link to the recommendation.
High Performing Emails
This badge is for an email with a high open rate, click-through rate, and click-to-open rate. This email's subject line, design, and content worked well together to engage your audience.
This badge is for an email with a high click-through and click-to-open rate. This email's content was engaging and worked well.
This badge is for emails with an effective subject line, but average or below average clicks. Learn more about how to increase your open rate or improve engagement.
These badges are for emails with great overall content that engaged your audience.
Low Performing Emails
This badge is for an email with a high unsubscribe rate. There may be an opportunity to improve this email's content. Learn more about how to reduce your unsubscribe rate.
This badge is for an email with a high hard bounce rate. This could be an indicator that it's time to evaluate your list health. Learn more about how to reduce your hard bounce rate.
This badge is for an email with a high soft bounce rate. This may mean recipients are temporarily out-of-office. Learn more about how to reduce your soft bounce rate.
This badge is for an email with a low open rate. This may mean your subject line needs improvement. Learn more on how to increase your open rate.
These badges are for emails with low engagement overall. This may be an informational email, or it may need some enhancements. Learn more about how to increase your CTR and CTOR.
Email Performance Indicators in Litmus' Integrated Insights Report are only available in a Litmus Enterprise Plan. The Integrated Insights Report is available for Salesforce Marketing Cloud, Oracle Eloqua, and Marketo.