2018 State of Email Analytics Report

The 2018 State of Email Analytics report provides a comprehensive examination of how brands utilize analytics to monitor email performance and subscriber engagement. It details the various metrics that brands track, including open rates, click-through rates, and return on investment. The report highlights the increasing reliance on third-party analytics tools to supplement data provided by email service providers, with a significant percentage of brands indicating that they use tools like Google Analytics for deeper insights. Additionally, the report outlines key findings from nearly 3,000 marketers, emphasizing the importance of tracking strategic metrics such as subscriber lifetime value and email ROI. The report also discusses common challenges brands face in measuring email effectiveness and offers actionable recommendations for improving email analytics capabilities. Overall, this report serves as a valuable resource for marketers seeking to enhance their email strategies through better data utilization.