What are the key email analytics metrics, and what are the ideal thresholds for each?
Suggested answer
Delivery rate (delivered ÷ sent): Target >98%. Below 95% indicates list quality or deliverability issues.
Open rate (unique opens ÷ delivered): Industry average ~20–30% but heavily distorted by Apple Mail Privacy Protection (MPP) since 2021, which pre-loads tracking pixels. Use CTOR as a more reliable engagement signal.
CTOR (Click-to-Open Rate) (unique clicks ÷ unique opens): More meaningful than raw click rate post-MPP. Target >10–15%.
Bounce rate: Hard bounces <0.5%; soft bounces <4%.
Unsubscribe rate: Below 0.2% per send; above 0.5% signals content/frequency issues.
Complaint rate: Below 0.08% (Gmail FBL threshold from Feb 2024). Above 0.3% causes significant deliverability damage.
Spam placement rate: Monitored via inbox placement tools (Validity, GlockApps). Target <5% to spam.
Practice content for interview preparation; not an official vendor answer. Verify details against current product documentation.
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