Complementary metrics

Subscriber list size

As we have seen, our contacts are our most precious asset. It represents our potential for sales and growth. It is the "ground" on which our company is built.

We must therefore take the time to analyse the size and evolution of our lists. Once we know this data, we can compare it with the bounce rate and interpret what it means.

If the number of bounces is too high, we probably have poor quality subscribers or our list is outdated.

Growth rate of the subscriber list

We will need a constant flow of subscribers to renew the subscribers we are losing, open up new business possibilities and expand our company. It is therefore important to find out the rate at which we are attracting subscribers.

Rate of loss of subscribers

The inverse metric to "Growth Rate". We will find out at what rate we are losing subscribers, either through bounces, unsubscribes or spam.

Check your Easymailing bounce and unsubscribes data and ask yourself: Are you losing more subscribers than you are gaining?

If the answer is yes, worry about it and make changes to your campaign: review the content plan, the recruitment strategy and the frequency and timing of your emails.

Inactive subscribers

Detect those subscribers who have not been active for a long time (they don't open emails, they don't click). Having too many subscribers with no activity affects deliverability.
 See the article on Best practices for managing your audience.

Emails marked as spam

Very important! How many messages have gone to the spam tray? You can find out more about what Spam is, its consequences and how to avoid it.
 See the article on why my emails get into the spam folder.

Conversions

The ultimate goal of our campaign is that our actions translate into sales. We distinguish between two types of conversions:

• Micro-conversions: comments, volume of visits, likes...
• Macro-conversions: sales