Lesson objectives
- Track click and conversion by sequence
- Interpret open rates carefully
Open rates are less reliable than they were
Privacy features in some email apps can register opens automatically, inflating open rates. Treat opens as a rough trend, not a precise measure.
Metrics that matter more
- Click rate: people who clicked a link in the email.
- Conversion rate per sequence: subscribers who completed the goal (bought, booked).
- Revenue per subscriber: revenue attributed to email ÷ list size.
- Unsubscribe and complaint rates: early warning signs.
Action steps
- Add UTM tags to your welcome sequence links
- Record click and conversion rate for each email
Checklist
- Each sequence has a goal
- Links are tagged
- I review results monthly