Smart Send Authority #5

Welcome back to the Smart Send Authority series.

Today we're taking a break from creating campaigns to examine your reports. Specifically, what metrics you need for proper analysis and tracking in 2025 and 26.

Your reporting statistics fall into three distinct clusters. The ones you pick depend on where you are in your journey and what's happening with your audience.

Beyond the open rate

Your email program lives or dies by the numbers you track. But most people are tracking the wrong things. Your aim should be on your list health, your engagement and your sales. Let’s dive into each section.

Cluster 1: Audience Health (Are People Actually Getting Your Emails?)

This is the foundation of your marketing.

If you don't have people opening and reading, you don't have an email program.

For this cluster, you're looking at:

• List growth and churn rates (including unsubscribe rate)
• List degrading trends (bounces, spam complaints, unsubscribes)
• People who grow dormant (you can address these differently)...........