An email project does not end with the send button. Analyzing email performance is a critical step to understand what does or does not resonate with your audience to impact future planning. Every email sent via UF Advancement Digital Communications is tagged and track for performance.
Analysis is a key component of email marketing
Project sponsors can refer to the UFA Monthly Email Metrics reports as often as needed. A new report for the prior 30 days is added the second week of the month. We strongly encourage a semi-annual review of your emails and certainly quarterly if your unit has significant email volume. If you’d like to discuss your results, please email Monica Vosilla, director of digital communications.
Key metrics
| Metric | Description |
|---|---|
| UFF Reliable Opens | The number of unique and individual recipients who opened an email, accounting for Apple Mail Privacy inflation rate of approximately 20 - 30 percent. |
| UFF Reliable Open Rate | A ratio of the number of emails opened versus sent accounting for Apple Mail Privacy inflation. |
| Email Unique Clicks | A measure of engagement; the number of unique and individual recipients who clicked at least one time on at least one link contained within the email. |
| Email Click Rate | A ratio of the number of unique clicks versus the total number of deliveries (total emails sent). |
| UFF Click to Reliable Open Rate | An even better measure of engagement; a ratio representing the number of unique clicks versus the total number of UFF reliable opens. |
| UFF Email Quality Score (EQS) | This metric measures unique clicks compared to unsubscribes and complaints registered against the email. A higher percentage indicates a higher email effectiveness, or quality. |
Please refer to this user guide for instructions on how to view and filter the data, along with additional definitions on the featured measures including Apple Mail Privacy Protection.
Resources
- Are you getting started with email metrics or need a refresher? This overview from HubSpot provides a foundation for understanding and improving email performance.
- Learn about how Apple Mail Privacy Protection (MPP) has challenged the open rate email metric.
Email Marketing Toolkit
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