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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Email Analytics

Email analytics is the practice of measuring and interpreting email performance data—opens, clicks, conversions, revenue, and more—to understand what's working and improve results.

Also known as: email marketing analytics, email reporting, email metrics

Email analytics turns sends into insight. By tracking how subscribers respond, you learn what resonates, what to fix, and where the revenue is coming from—so every campaign can beat the last.

What metrics does email analytics cover?

Open rate, click-through rate, click-to-open rate, conversion rate, bounce rate, unsubscribe rate, revenue per email, and list growth are the core metrics. Together they tell a fuller story than any single number.

Why does email analytics matter?

Without measurement, you're guessing. Analytics show which subject lines, segments, and offers perform—turning email into a data-driven, continually improving channel.

How do you use email analytics?

Track trends over time, benchmark against your industry, diagnose drops, and A/B test changes. For ecommerce, revenue attribution ties email activity directly to sales.

Related terms

Email Engagement Rate Spam Complaint Rate List Growth Rate Email ROI Email Churn Rate Forward/Share Rate Click-Through Rate (CTR) Click-to-Open Rate (CTOR) Conversion Rate Bounce Rate Unsubscribe Rate Deliverability Rate Revenue Per Email (RPE) Open Rate

Related reading from Drip

Email Marketing Analytics: 7 Metrics You Need to Track

Frequently asked questions

What is email analytics?
Email analytics is the practice of measuring and interpreting email performance data—such as opens, clicks, conversions, and revenue—to understand what's working and improve future results.
What metrics does email analytics include?
Core metrics include open rate, click-through rate, click-to-open rate, conversion rate, bounce rate, unsubscribe rate, revenue per email, and list growth. Reading them together gives a fuller picture than any single number.
Why is email analytics important?
Without measurement you're guessing. Analytics reveal which subject lines, segments, and offers perform, letting you turn email into a data-driven channel that improves with every send.
How do I use email analytics to improve results?
Track trends over time, benchmark against your industry, diagnose drops in performance, and A/B test changes. For ecommerce, revenue attribution connects email activity directly to sales.
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