What exactly are your rates telling you?

What exactly are your rates telling you about the success of your e-mail campaign?

The power of e-mail marketing lies for a large part in tracking. Unlike expensive campaigns in traditional media, with e-mail marketing it is easy to check how many times your newsletter was opened, who opened it and what was clicked on. Instead of guesswork, you have opted for accurate reporting and tracking. But what do these figures really tell you?

• Deliverability
• Unique open rate
• Click-through rates
• The figure for the 'total read in the browser'
• Who clicks on the unsubscribe link?
• Who clicks on the built-in forwarding link?