What email metrics should I track for Mother's Day campaigns?

Email Metrics to Track for Mother's Day

Tracking the right metrics versus the easy metrics is one of the most common distinctions between email programs that improve year-over-year and those that plateau. Open rate is easy to measure and easy to report, but it does not tell you if your campaign made money.

Primary Metrics

Secondary Metrics

• Open rate: Useful for subject line testing and audience health monitoring, but do not make campaign decisions based solely on open rate.
• Click-through rate: Measures email content effectiveness. A high CTR with low click-to-conversion suggests a landing page problem, not an email problem.
• New customer rate from email: Percentage of email-attributed purchases from first-time buyers, an important acquisition efficiency metric.

Post-Campaign Attribution

Use UTM parameters on every email link to track email-attributed traffic and revenue in Google Analytics or Shopify Analytics. Compare email-attributed revenue to total campaign revenue to calculate channel contribution. A well-optimized Mother's Day email sequence typically accounts for 30 to 50 percent of total campaign revenue for stores with engaged lists.