What discount email metrics should I track for beauty brands?

Discount Email Metrics for Beauty Brands

Most email marketers track open and click rates. For discount emails, these are incomplete signals. A 30% open rate on a 50%-off email might generate less margin than a 15% open rate on a 10%-off email with a similar conversion rate. Measure margin-adjusted performance, not just engagement.

Core Metrics Dashboard

Margin-Adjusted Revenue Per Email

Calculate: (Revenue from campaign - Cost of discounts given) / Total emails sent. This is the only metric that tells you whether the campaign was actually profitable. A high RPE with a 20% discount might produce lower margin than a lower RPE campaign with a 5% discount.

Attribution Note

Email conversion attribution is imprecise - customers who receive an email and then purchase via direct URL are often not attributed to the email. Use revenue per email sent as a proxy, and run holdout tests (send to 90% of list, hold 10%) periodically to measure true email incrementality versus organic purchasing behavior.