Email marketing terms are mostly ratios: delivery rate is delivered over sent, open rate is opens over delivered, click rate is clicks over delivered, click-to-open is clicks over opens, conversion rate is conversions over clicks, revenue per email is revenue over sent, and bounce, complaint and unsubscribe rates are each over sent. The email KPI sheet and the list health sheet on this site work every one of them from the counts, which is the definition that matters.
The terms, defined by their arithmetic
Mostly ratios of two counts; the free KPI sheet and list health sheet work every one of them from the platform's counts, which is the working definition. This page supports the guide on what an email marketing solution must carry for a small business, and the figure it turns on is the one the email KPI sheet returns first. Bring your own counts: the rates on this site are never a benchmark, and the worked example's figures are arithmetic to replace with the business's own.
What the email KPI sheet works
Delivered over sent, opens and clicks over delivered, clicks over opens, conversions over clicks and revenue over sent and over clicks: six rates from six counts. On the worked example, 20,000 sent, 19,400 delivered, 6,790 opened, 582 clicked, 12 converted and $700 attributed is 97%, 35%, 3%, 8.57%, 2.06% and four cents an email. For email marketing terms, that is the figure to start from, and it takes a minute from the business's own numbers with no account.
Keeping the record
The record behind email marketing terms is contacts with their consent, lists and segments, campaigns with their results and journey steps with their timing. Kept as one record with a status, it answers the sheet's inputs next month without an export; kept as a platform report and a spreadsheet, it answers them after an afternoon. Funnelvo Pro keeps the record for $24 a month; the free sheets on this site compute without it.
Questions people ask about email marketing terms
What is email marketing terms?
Mostly ratios of two counts; the free KPI sheet and list health sheet work every one of them from the platform's counts, which is the working definition.
Which free sheet works the figure behind email marketing terms?
The email KPI sheet: 20,000 sent, 19,400 delivered, 6,790 opened, 582 clicked, 12 converted and $700 attributed is 97%, 35%, 3%, 8.57%, 2.06% and four cents an email. Every input is yours and it computes on the page with no account.
Is Funnelvo an agency?
No. It is software: free sheets that work the figures and a paid plan that keeps the record. It sells no lists, runs no ads and sends nothing on anyone's behalf.