{"id":4804,"date":"2022-08-09T16:02:33","date_gmt":"2022-08-09T14:02:33","guid":{"rendered":"https:\/\/capturly.com\/blog\/?p=4804"},"modified":"2024-02-12T15:06:11","modified_gmt":"2024-02-12T14:06:11","slug":"email-marketing-analytics-deep-dive-metrics-goals-kpis-reports","status":"publish","type":"post","link":"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/","title":{"rendered":"Email marketing analytics deep dive: metrics, goals, KPIs &#038; reports"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Emails are most valued for the broadness of outreach they offer and their comparative affordability. With <\/span><span style=\"font-weight: 400;\">the median <\/span><a href=\"https:\/\/www.emarketer.com\/Article\/Email-Outperforms-Social-Media-Paid-Search-ROI\/1014905\"><span style=\"font-weight: 400;\">ROI of 122%<\/span><\/a><span style=\"font-weight: 400;\">, email marketing promises to be the most economically effective among all digital marketing channels. <\/span><span style=\"font-weight: 400;\">But the reality doesn\u2019t always live up to expectations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many ins and outs when launching an email campaign. Its success is a combination of determinants, including contact list reliability, sender score, content relevancy, sending time, marketers\u2019 team polished skills, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A company should purchase a license for email software, produce content and visuals, and pay wages to professionals who handle these all. Email marketing does require funding. So, one has to understand what email marketing metrics to calculate &#8211; to measure its economical results.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to measure email marketing success<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Before building up data arrays for email metrics calculations, ask yourself about the big idea. Email marketing analytics can serve distinct purposes, and a set of attributable KPIs may differ, as well. Here are a few examples of why a company may want to monitor email campaigns results:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h5><span style=\"font-weight: 400;\">to be sure they are compliant with legislation and regulations<\/span><\/h5>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">GDPR, CAN-SPAM Act, Apple\u2019s Mail Privacy Protection, Google Policies &#8211; all these make provisions for proper collection, storing, and using of subscribers\u2019 personal data. They regulate how senders should act when they address recipients via emails &#8211; from the contact search moment until the bulk outreach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If a company fails to comply with relevant regulations, it\u2019ll be blacklisted or banned by mailing systems or Internet Services Providers. Monitoring certain metrics, e.g. delivery or bounce rates, may prevent these threats.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h5><span style=\"font-weight: 400;\">to see if they perform accurately from a technical side<\/span><\/h5>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A single company may handle several email campaigns running alongside and send out thousands of emails daily.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think of giant online retailers, like Amazon.com. Although the company uses emails to retarget leads or make them aware of new arrivals, seasonal sales, or personal discounts, a big part of its campaigns are technical emails. In particular, welcome emails, order confirmations, and delivery notifications. Given that <\/span><a href=\"https:\/\/www.bigcommerce.com\/blog\/amazon-statistics\/\"><span style=\"font-weight: 400;\">around 200 million people<\/span><\/a><span style=\"font-weight: 400;\"> visit amazon.com every single month, a company deals with an immense number of email correspondences. The cost of making a mistake is high, and tracking email indicators can help to detect and fix issues timely.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h5><span style=\"font-weight: 400;\">to understand whether they pay off or not<\/span><\/h5>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Although email marketing is <\/span><a href=\"https:\/\/www.constructdigital.com\/insight\/why-email-marketing-is-effective\"><span style=\"font-weight: 400;\">cheaper than TV, print, or digital ads<\/span><\/a><span style=\"font-weight: 400;\"> and brings high ROIs (<\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-stats\"><span style=\"font-weight: 400;\">$42 for every $1 spent<\/span><\/a><span style=\"font-weight: 400;\">), it\u2019s still an item of expenditure for companies. Software and content for mailings cost a penny, so it\u2019s important to know how many <a href=\"https:\/\/capturly.com\/blog\/13-tips-to-increase-your-email-marketing-conversion-rate\/\">leads and conversions<\/a> one ultimately gets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There is a bundle of cost-efficiency metrics, such as CTR or revenue per open, that allows comparing different campaigns and drawing conclusions on if they\u2019re worth the effort. Regardless of what particular indicators are, email analytics is a loop of 5 constant stages: monitoring goals, KPIs, metrics, assessment, and improvement.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Set up goals<\/span><\/h3>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-5703 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/08\/20943611-1024x683.jpg\" alt=\"Businessman sets goals and runs up on graph columns for success on time. \" width=\"760\" height=\"507\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/08\/20943611-1024x683.jpg 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/08\/20943611-300x200.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/08\/20943611-768x512.jpg 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/08\/20943611-760x507.jpg 760w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p><a href=\"https:\/\/www.freepik.com\/\">Source<\/a><\/p>\n<p><span style=\"font-weight: 400;\">A set of email campaign performance indicators depends on its goals. Most businesses launch mailings to achieve some of the following objectives:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">strengthen awareness about products or services<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To achieve this goal, one should dwell on email delivery and open ratios. Weekly or monthly informational newsletters aren\u2019t aimed to result in conversions. But unless they successfully get to recipients\u2019 inboxes and people open and read them, brand awareness is out of the question.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">generate sales through impulse conversions, upselling, or cross-selling<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Email is a great channel to offer customers something related to their previous purchases or remind them to replenish stocks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To convert clients, prepare compelling subject lines and persuasive CTAs. To audit how effective they were &#8211; focus on the engagement time, conversion rate, and revenue per open indicators.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0study an audience<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You can use <a href=\"https:\/\/capturly.com\/features\/survey\" target=\"_blank\" rel=\"noopener\">email surveys<\/a> to collect customer feedback. Emails are good to measure post-purchase satisfaction because you can set up a drip campaign and send out questionnaires instantly after the transaction completion. In this case, relevant metrics to monitor may be open ratio and CTR.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">get referrals<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There are <\/span><a href=\"https:\/\/www.statista.com\/statistics\/255080\/number-of-e-mail-users-worldwide\/\"><span style=\"font-weight: 400;\">4+ billion registered email accounts<\/span><\/a><span style=\"font-weight: 400;\"> in the world, so if you need to launch a referral program &#8211; mailings will be just right for that purpose. Share a referral URL among existing leads and include a valuable incentive in the email copy &#8211; to encourage recommending your brand. To track how well referral campaigns perform, pay attention to their open and click rates.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4812 size-full\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/2.-diagram.jpg\" alt=\"Graph about the CTR, Open rate and delivery rate\" width=\"797\" height=\"328\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/2.-diagram.jpg 797w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/2.-diagram-300x123.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/2.-diagram-768x316.jpg 768w\" sizes=\"(max-width: 797px) 100vw, 797px\" \/><\/p>\n<p><a href=\"https:\/\/www.superoffice.com\/blog\/measuring-the-effectiveness-of-email-marketing\/\"><i><span style=\"font-weight: 400;\">source<\/span><\/i><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Define KPIs<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">After your defined goals, think of exact email marketing KPIs. If the target is to get more sales, clicks and conversions will be top priority benchmarks. If the prior objective is to make recipients captivated with the content, you may need to focus on engagement time and unsubscription rate.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Track metrics<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A goal allows you to <a href=\"https:\/\/capturly.com\/blog\/user-engagement-metrics\/\" target=\"_blank\" rel=\"noopener\">direct attention to relevant metrics<\/a>, rather than tracking as many as possible. You can keep an eye on a set of 3-5, rather than a dozen campaign indicators. As a result, you\u2019ll be able to optimize further campaigns faster and better.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Evaluate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email campaign success can be measured from 2 viewpoints:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Technical<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Many things can go wrong when you reach out to prospects in bulk. For example, a sender\u2019s IP may be suddenly blacklisted by an ISP. Or &#8211; an email HTML may look good on desktop, but turn out to be broken on mobile devices. These petty issues neglect marketing efforts, so before calculating any returns on expenses, make sure the email campaign setup is error-free.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Economical<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The number of successfully delivered email copies doesn\u2019t equal the number of conversions you\u2019ll receive, ultimately. An average email open rate <\/span><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/email-marketing-conversion-rate-comparison\/\"><span style=\"font-weight: 400;\">among industries is around 22%<\/span><\/a><span style=\"font-weight: 400;\"> and a good conversion rate is 2-5%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many factors contribute to the ultimate conversion:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">time of the day the email was read<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the aptness of the email subject line, the message, and a CTA<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the level of personalization<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the relevancy of email content, including media and lead magnets, etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To see a monetary effect from mailings, you\u2019ll need to evaluate revenue per open, active audience trend, ROI, and some other indicators.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Improve<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ongoing email marketing analysis provides you with insights and allows you to compare performance with competitors or niche benchmarks, see trends, and build forecasts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you need to improve email marketing campaigns &#8211; here\u2019s a short checklist to start with:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h5><span style=\"font-weight: 400;\">make sure the email design is responsive<\/span><\/h5>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Around <\/span><a href=\"https:\/\/www.linkedin.com\/pulse\/get-better-results-your-email-marketing-campaigns-diana-prodan\/?trk=portfolio_article-card_title\"><span style=\"font-weight: 400;\">\u2154 of people say<\/span><\/a><span style=\"font-weight: 400;\"> they delete emails that don\u2019t display correctly on mobile devices &#8211; even without reading them. So, taking care of a responsive email layout will pay off.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Responsive techniques prevent bad rendering and adjust email templates to device screens. To create mobile-optimized and eye-catching email content, use big images, include enough white space for convenient scrolling, and highlight buttons with CTAs so that they are tapped easily.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h5><span style=\"font-weight: 400;\">personalize subject lines<\/span><\/h5>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Instead of writing broad-matching subject lines, add details that are relevant for recipients &#8211; name, company name, job title, a mention of the previous conversation, etc. This simple tip may increase the open ratio <\/span><a href=\"https:\/\/blogs.constantcontact.com\/personalization-in-email-subject-lines\/\"><span style=\"font-weight: 400;\">by up to 29%<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Personalization starts with segmenting an email list. Use demographics or information from CRM, or both, to group leads. After, write down more precise subject lines patterns &#8211; for every segment.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h5><span style=\"font-weight: 400;\">use a \u201chuman-to-human\u201d approach<\/span><\/h5>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Today, more and more brands send out newsletters on behalf of particular employees, rather than a company as a whole.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4810 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/3.-snovio-1024x488.jpg\" alt=\"Email example for personalization\n\" width=\"760\" height=\"362\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/3.-snovio-1024x488.jpg 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/3.-snovio-300x143.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/3.-snovio-768x366.jpg 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/3.-snovio.jpg 1532w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cPersonalized \u201cFrom\u201d fields and email addresses result in higher email open ratio\u201d, source: a snapshot of Snov.io newsletters<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">These messages are less bounced, so if you still use a \u201cnoreply@yourcompany.com\u201d email address for outreach purposes &#8211;\u00a0 replace it with a real person email.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h5><span style=\"font-weight: 400;\">stick to email length best practices<\/span><\/h5>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A subject line should be around 9 words long, and an email copy &#8211; <\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/email-length-best-practices-for-email-marketers-and-email-newbies\/\"><span style=\"font-weight: 400;\">between 50-125 words<\/span><\/a><span style=\"font-weight: 400;\">. In general, it\u2019s better to be as short and precise as you can afford while keeping the essence. People send and receive around <\/span><a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/how-many-emails-does-the-average-person-receive-per-day\/\"><span style=\"font-weight: 400;\">120 emails daily<\/span><\/a><span style=\"font-weight: 400;\"> and around half of all correspondence is reviewed on small screens. No one has time to deeply examine messages. Expectedly, brief email copies (25-50 words) <\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/email-length-best-practices-for-email-marketers-and-email-newbies\/\"><span style=\"font-weight: 400;\">perform better<\/span><\/a><span style=\"font-weight: 400;\">, on average, than emails containing 500+ words.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A smart way to scale up any improvements is to conduct A\\B tests. Prepare 2 copies\u2019 alternatives and send them out to 2 different segments. After, measure up which email has got more opens and clicks.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Email Marketing Metrics<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Email audience trend<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you regularly run campaigns, you should manage different audience lists or groups of recipients. For some campaigns, e.g. for welcome emails, you may create new lists from scratch, while for others &#8211; copy them from previous campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In most cases, a company deals with 3 types of audience lists:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">target list &#8211; subscribers who should continually receive emails<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">test list &#8211; subscribers who receive \u201cpilot\u201d copies, e.g. during A\\B testing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">exclusion list &#8211; contacts who should no longer receive newsletters.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Companies create audience lists upon a number of customer information, including demographics, habits, interests, and lifestyles.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Active audience trend<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Subscribers don\u2019t behave identically. Ones may open every single newsletter from you, while others may react to emails only once in a while. To categorize recipients on active and inactive, track email engagement metrics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no single rule for defining \u201cignorance\u201d, but if recipients don\u2019t react to your emails for 3-6 months, you may start treating them as inactive. But don\u2019t exclude them from the contact database. Instead, try to slightly alter mailing frequency and send out re-engagement messages.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Delivery rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Delivery differs from email deliverability because it doesn\u2019t take into account whether emails were seen by recipients. Even if the message gets into spam, it is treated as successfully delivered.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Delivery rate = <\/span><span style=\"font-weight: 400;\">Number of emails delivered<\/span><span style=\"font-weight: 400;\">Number of emails sent<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Poor email delivery can be caused by:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a number of invalid contacts in the mailing list<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">errors in DNS record settings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">bans by anti-spam firewalls<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">sender domain blacklisting.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To increase delivery, perform <\/span><a href=\"https:\/\/snov.io\/email-verifier\"><span style=\"font-weight: 400;\">email validation<\/span><\/a><span style=\"font-weight: 400;\"> regularly, avoid spam-trigger words, and complete necessary authentications, including DKIM and SPF.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Hard bounce rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Emails may be bounced if there are issues at the recipient&#8217;s server-side. Although you should strive to lessen the metric, having some bounces is unavoidable. A benchmark is 2% and less.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email bounce rate = <\/span><span style=\"font-weight: 400;\">Number of bounced emails<\/span><span style=\"font-weight: 400;\">Number of emails sent<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are 2 email bounce types &#8211; soft and hard. Hard bounce errors are permanent. To prevent worsening your email sender reputation, stop mailing to contacts who return hard bounces.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Soft bounce rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">These errors are caused by temporary technical issues, e.g. when the recipient&#8217;s inbox is fully packed or the destination server is down.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They can also occur if a mailing system detects too many incoming messages for the same IP address, sender, or domain.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Open rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The indicator shows a share of subscribers who have opened emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email open rate = <\/span><span style=\"font-weight: 400;\">Number of opened emails<\/span><span style=\"font-weight: 400;\">Number of emails sent<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Opens show subject lines\u2019 relevancy. They may also indicate whether messages have been delivered to inboxes at the right time.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Total open rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You can measure opens with regard to every distinct email campaign or define a total metric. The latter shows whether your email campaigns perform worse or better than a certain benchmark.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Open rate variation<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email opens percentages vary depending on the campaign, country, industry, and device.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, welcome emails have the highest open ratio (<\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/7-welcome-email-dos-and-donts-for-stellar-results\/\"><span style=\"font-weight: 400;\">50%<\/span><\/a><span style=\"font-weight: 400;\">) among other newsletters. Subscribers from Europe and Oceania open emails more, on average, than recipients who live in North America or Asia.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4809 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-country-1024x346.jpg\" alt=\"Email marketing metrics\" width=\"760\" height=\"257\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-country-1024x346.jpg 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-country-300x102.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-country-768x260.jpg 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-country.jpg 1200w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cEmail opens by regions\u201d, <\/span><\/i><a href=\"https:\/\/www.superoffice.com\/blog\/email-open-rates\/\"><i><span style=\"font-weight: 400;\">source<\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Government-related, hobbies-related, and religion-related emails have the highest open ratio benchmark among other topics (<\/span><a href=\"https:\/\/mailchimp.com\/resources\/email-marketing-benchmarks\/\"><span style=\"font-weight: 400;\">28.8%, 27.7%, and 27.6%<\/span><\/a><span style=\"font-weight: 400;\">, respectively). As to devices, the majority of opens comes from mobile devices.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4808 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-open-rate-by-device-1024x612.jpg\" alt=\"Charts about open rate by device\n\" width=\"760\" height=\"454\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-open-rate-by-device-1024x612.jpg 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-open-rate-by-device-300x179.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-open-rate-by-device-768x459.jpg 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/4.-open-rate-by-device.jpg 1200w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cChanges in emails opens over a decade\u201d, <\/span><\/i><a href=\"https:\/\/www.superoffice.com\/blog\/email-open-rates\/\"><i><span style=\"font-weight: 400;\">source<\/span><\/i><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Opens per customer<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">An open ratio can be calculated per every subscriber &#8211; in preparation for cohort analysis or A\\B testing subject lines.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email open rate per customer = <\/span><span style=\"font-weight: 400;\">Number of opened emails by a recipient<\/span><span style=\"font-weight: 400;\">Number of emails sent to a recipient<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Engagement time<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Automation software will allow you to see the time recipients spend on your emails. You can see how many subscribers read or skim through the content, and what\u2019s the duration of an average interaction.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4807 size-full\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/5.-time-spent.jpg\" alt=\"Detailed chart about time spent viewing email\n\" width=\"995\" height=\"539\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/5.-time-spent.jpg 995w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/5.-time-spent-300x163.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/5.-time-spent-768x416.jpg 768w\" sizes=\"(max-width: 995px) 100vw, 995px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cTime spending chart\u201d, <\/span><\/i><a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-metrics\"><i><span style=\"font-weight: 400;\">source<\/span><\/i><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Mobile open rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Most users open and read emails via mobile devices. But you may be surprised by the fact that 90% of mobile opens are made via the Apple iPhone.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4806 size-full\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/6.-apple-iphone.jpg\" alt=\"Statistics of mobile open rate by mobile device types\" width=\"938\" height=\"514\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/6.-apple-iphone.jpg 938w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/6.-apple-iphone-300x164.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/6.-apple-iphone-768x421.jpg 768w\" sizes=\"(max-width: 938px) 100vw, 938px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cPopularity of different devices in the mobile email\u201d,<\/span><\/i> <a href=\"https:\/\/www.litmus.com\/blog\/email-client-market-share-2021-q1\/\"><span style=\"font-weight: 400;\">source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Time flies, so most people (<\/span><a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\"><span style=\"font-weight: 400;\">3 in 5 users<\/span><\/a><span style=\"font-weight: 400;\">, to be precise), say they prefer checking mailboxes on the move. As smartphones become more common than computers, especially among Millenials, designing responsive email copies should no longer be a question for reputable senders.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Click-through rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">CTR shows how many recipients have clicked at least one link in the email they\u2019ve received.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CTR<\/span><span style=\"font-weight: 400;\">= <\/span><span style=\"font-weight: 400;\">Number of unique clicks<\/span><span style=\"font-weight: 400;\">Number of delivered emails<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sometimes, a CTR is calculated in relation to the number of sent emails minus the number of bounces. Also, you can calculate CTR using all link clicks as the numerator in the fraction. Different approaches result in slightly different indicators, so be careful when comparing CTRs without knowing the figures used in the formula.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Click-to-open rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This metric accompanies CTR as it shows a share of unique clicks in total unique email opens.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CTOR<\/span><span style=\"font-weight: 400;\">= <\/span><span style=\"font-weight: 400;\">Number of unique clicks<\/span><span style=\"font-weight: 400;\">Number of unique emails<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The characteristic <\/span><i><span style=\"font-weight: 400;\">\u201cunique\u201d<\/span><\/i><span style=\"font-weight: 400;\"> is essential here, because a user may open the same email or click on links several times.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Unsubscribe + spam complaint rate per email<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">An unsubscribe rate is measured per every campaign. It demonstrates how many recipients have opted out of further newsletters after the email campaign has ended.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unsubscribe rate<\/span><span style=\"font-weight: 400;\">= <\/span><span style=\"font-weight: 400;\">Number of recipients who have unsubscribed<\/span><span style=\"font-weight: 400;\">Number of delivered emails<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The same approach may be used to calculate the spam complaint rate. Opt-outs are an inevitable component of email marketing. You can\u2019t diminish them, however, if the ratio exceeds 0.5%, it\u2019s time to re-think the mailing strategy.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Conversion rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Certain email campaigns are aimed to encourage recipients to complete target actions. And if they do, these actions are considered conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversion\u00a0 rate<\/span><span style=\"font-weight: 400;\">= <\/span><span style=\"font-weight: 400;\">Number of recipients who have done an action <\/span><span style=\"font-weight: 400;\">Number of delivered emails<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Revenue per open<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This indicator is also called Revenue per recipient (RPR). It shows how much revenue an opened email or a particular recipient has brought to a company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Revenue per open<\/span><span style=\"font-weight: 400;\">= <\/span><span style=\"font-weight: 400;\">Total revenue from an email campaign <\/span><span style=\"font-weight: 400;\">Number of sent emails &#8211; Bounced emails<\/span><span style=\"font-weight: 400;\">*100%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">RPR doesn\u2019t take into account delivery errors, so you only consider emails that were successfully delivered to leads.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Spam Score<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A spam score is a compounded metric calculated by mailing services providers, such as spam filtering hard- and software, like Barracuda or SpamAssassin. Spam scoring includes many checks, including DNS-based checks and content assessment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Different systems have different scales and recommendations, but typically, a scale from 0 to 10 is used to measure spam. And it\u2019s recommended to keep the score below <\/span><a href=\"https:\/\/help.litmus.com\/article\/205-how-does-each-spam-filter-score-emails\"><span style=\"font-weight: 400;\">3.5<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; to pass through spam filters.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email Client Share<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">An email client is a program that allows people to manage their mailboxes. They have convenient interfaces, offer extra privacy protection, and allow accessing inboxes from a single control point.<\/span><\/p>\n<p><a href=\"https:\/\/www.litmus.com\/blog\/email-client-market-share-2021-q1\/\"><span style=\"font-weight: 400;\">TOP-3 email clients are<\/span><\/a><span style=\"font-weight: 400;\"> Apple iPhone (38.9% market share), Gmail (27.2%), and Apple Mail (11.5%). The least popular are Samsung Mail (1.2%), Outlook.com (0.9%), and Outlook Mobile (0.2%).<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Email marketing goals &amp; KPIs<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Mailing goals base upon various parameters, such as the type of campaign or the industry. However, there are \u201cgood-for-all\u201d benchmarks that one may focus on when assessing email performance results. Below we\u2019ve prepared email KPIs to stick to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Delivery rate: 95% or more<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">General bounce rate: 0.7% or less<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Open rate: 20% or more<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CTR: 3% or more<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Unsubscribe rate: 0.2-0.5% or less<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Spam score: the less is better, but no more than 3.5.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Analytics is your doorway to launch email campaigns that pay off. And it\u2019s not complicated at all if you deploy professional marketers and use proper automation tools. Remember that metrics are just metrics unless you make conclusions and develop further actions upon them. So, after you have email KPIs in place &#8211; don\u2019t hesitate to start improving mailings tactics straight away.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Emails are most valued for the broadness of outreach they offer and their comparative affordability. With the median ROI of 122%, email marketing promises to be the most economically effective among all digital marketing channels. But the reality doesn\u2019t always live up to expectations. There are many ins and outs when launching an email campaign.<\/p>\n","protected":false},"author":28,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email marketing analytics deep dive: metrics, goals, KPIs &amp; reports - Capturly Blog<\/title>\n<meta name=\"description\" content=\"Email marketing promises to be the most economically effective among all digital marketing channels. With analytics it can serve distinct purposes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email marketing analytics deep dive: metrics, goals, KPIs &amp; reports - Capturly Blog\" \/>\n<meta property=\"og:description\" content=\"Email marketing promises to be the most economically effective among all digital marketing channels. With analytics it can serve distinct purposes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/\" \/>\n<meta property=\"og:site_name\" content=\"Capturly Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-08-09T14:02:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-12T14:06:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/Why-Every-E-commerce-Should-Reconsider-the-Design-of-Their-Product-Pages-m\u00e1solata-10.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Gabriella\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gabriella\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/\",\"url\":\"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/\",\"name\":\"Email marketing analytics deep dive: metrics, goals, KPIs & reports - Capturly Blog\",\"isPartOf\":{\"@id\":\"https:\/\/capturly.com\/blog\/#website\"},\"datePublished\":\"2022-08-09T14:02:33+00:00\",\"dateModified\":\"2024-02-12T14:06:11+00:00\",\"author\":{\"@id\":\"https:\/\/capturly.com\/blog\/#\/schema\/person\/8f82d825cb4e6832343ec8b5cfb2c56c\"},\"description\":\"Email marketing promises to be the most economically effective among all digital marketing channels. With analytics it can serve distinct purposes.\",\"breadcrumb\":{\"@id\":\"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/capturly.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Email marketing analytics deep dive: metrics, goals, KPIs &#038; reports\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/capturly.com\/blog\/#website\",\"url\":\"https:\/\/capturly.com\/blog\/\",\"name\":\"Capturly Blog\",\"description\":\"Optimize your website\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/capturly.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/capturly.com\/blog\/#\/schema\/person\/8f82d825cb4e6832343ec8b5cfb2c56c\",\"name\":\"Gabriella\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/capturly.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/091c6f9c03cf9182f0fcca2711f99667?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/091c6f9c03cf9182f0fcca2711f99667?s=96&d=mm&r=g\",\"caption\":\"Gabriella\"},\"url\":\"https:\/\/capturly.com\/blog\/author\/gabriella\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Email marketing analytics deep dive: metrics, goals, KPIs & reports - Capturly Blog","description":"Email marketing promises to be the most economically effective among all digital marketing channels. With analytics it can serve distinct purposes.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/","og_locale":"en_US","og_type":"article","og_title":"Email marketing analytics deep dive: metrics, goals, KPIs & reports - Capturly Blog","og_description":"Email marketing promises to be the most economically effective among all digital marketing channels. With analytics it can serve distinct purposes.","og_url":"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/","og_site_name":"Capturly Blog","article_published_time":"2022-08-09T14:02:33+00:00","article_modified_time":"2024-02-12T14:06:11+00:00","og_image":[{"width":760,"height":480,"url":"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2021\/11\/Why-Every-E-commerce-Should-Reconsider-the-Design-of-Their-Product-Pages-m\u00e1solata-10.png","type":"image\/png"}],"author":"Gabriella","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Gabriella","Est. reading time":"14 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/","url":"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/","name":"Email marketing analytics deep dive: metrics, goals, KPIs & reports - Capturly Blog","isPartOf":{"@id":"https:\/\/capturly.com\/blog\/#website"},"datePublished":"2022-08-09T14:02:33+00:00","dateModified":"2024-02-12T14:06:11+00:00","author":{"@id":"https:\/\/capturly.com\/blog\/#\/schema\/person\/8f82d825cb4e6832343ec8b5cfb2c56c"},"description":"Email marketing promises to be the most economically effective among all digital marketing channels. With analytics it can serve distinct purposes.","breadcrumb":{"@id":"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/capturly.com\/blog\/email-marketing-analytics-deep-dive-metrics-goals-kpis-reports\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/capturly.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Email marketing analytics deep dive: metrics, goals, KPIs &#038; reports"}]},{"@type":"WebSite","@id":"https:\/\/capturly.com\/blog\/#website","url":"https:\/\/capturly.com\/blog\/","name":"Capturly Blog","description":"Optimize your website","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/capturly.com\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/capturly.com\/blog\/#\/schema\/person\/8f82d825cb4e6832343ec8b5cfb2c56c","name":"Gabriella","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/capturly.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/091c6f9c03cf9182f0fcca2711f99667?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/091c6f9c03cf9182f0fcca2711f99667?s=96&d=mm&r=g","caption":"Gabriella"},"url":"https:\/\/capturly.com\/blog\/author\/gabriella\/"}]}},"_links":{"self":[{"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/posts\/4804"}],"collection":[{"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/comments?post=4804"}],"version-history":[{"count":12,"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/posts\/4804\/revisions"}],"predecessor-version":[{"id":11979,"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/posts\/4804\/revisions\/11979"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/media\/4822"}],"wp:attachment":[{"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/media?parent=4804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/categories?post=4804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/capturly.com\/blog\/wp-json\/wp\/v2\/tags?post=4804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}