Email has two general areas of engagement: subscription rates and engagement:
Increased Subscriptions
One measure of success of the IMC plan will be an increase in the number of subscribers to PH’s E-newsletter. More E-newsletter subscribers will show an overall increase in general awareness, interest, and support of PH’s mission.
Email Engagement Metrics
Tracking basic email metrics will reveal how your audience is responding to E-newsletters and specific content like individual messages from girl scholars, program updates, or issue-oriented statistics. Your email/newsletter software will offer various tracking options of the following data:
Open Rate: The number of people who open the E-newsletter. Open rates measure the effectiveness of your subject line.
- Conversion Rate: The percentage of recipients who completed a call to action in the E-newsletter like a donate or share opportunity.
- Unsubscribe Rate: The number of individuals who unsubscribe from your list.
- Bounce Rate: The percentage of total emails sent that could not be delivered.
Resources
http://www.nten.org/blog/2009/04/16/5-key-metrics-to-improve-your-email-campaigns