Bonus material: The future of email [PDF]

Email analytics can be confusing, where do you start? Most ESPs tend to focus on open and click rates as the benchmark for success, but although these are important metrics to track, it doesn’t tell the whole story. As ESPs continue to develop their reporting, the emphasis will be more on subscribers than campaigns.

You can approach this in one of two ways; pre-define a group (by demographics for example) then analyse the results per group, or you can dive deeper and perform cluster analysis on your data to detect groups and trends that naturally appear, giving you a deeper insight into your audience. At MailNinja, we do a bit of both, by creating pre-defined groups based on engagement levels, allowing us to create personalised email content, then we monitor and analyse demographic data to spot trends and natural groups.

This article is from our white paper ‘The Future of Email’. To download your free copy, head to