Edition #24: Time to look beyond the vanity metrics

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Today's Email: Time to look beyond the vanity metrics

Hello email aficionados, 

As usual, we're sharing the most valuable reads to make email marketing successful:

• Why you need to re-look at your email metrics

• Quiz funnels for segmentation

• Product launch email breakdown

📧 Your email metrics might be lying to you.

Ever celebrated those impressive open and click rates only to wonder why your campaigns aren't delivering the results you expected?

I see this all the time.

Marketers obsessing over surface-level metrics while completely missing what's actually happening behind the scenes.

The real culprit?

Email deliverability.

But here's the thing: deliverability isn't just about whether your email was delivered. It's about WHERE it landed.

Primary inbox? Promotions tab? Or worse... the spam folder?

And guess what? You could have "healthy" open rates while a significant portion of your audience never sees your emails at all.

The invisible problem is that most email programs suffer from deliverability issues they don't even know exist because they're looking at the wrong metrics.

Why your current approach might be failing you:

✅ Domain level: Your emails might be reaching Gmail users but getting blocked by Outlook
✅ Feedback loop gaps: Without proper tools to monitor your sender reputation, you're flying blind
✅ Segmented performance: High engagement from one segment masks zero visibility with another

So what should you ACTUALLY be measuring?

→ Inbox Placement Rate by Domain (not just overall delivery)
→ Open & Click Reach over time (not just per email)
→ Unsubscribe patterns and bounce rates
→ Engagement trends across your subscriber lifecycle

The truth is uncomfortable but necessary: those impressive open & click rates you've been reporting? They're just the tip of the iceberg.

They don't tell you if your emails are reaching everyone they should.

They don't reveal if your sender reputation is tanking.

And they certainly don't show you the revenue you're leaving on the table.

Remember: What gets measured gets improved.

But only if you're measuring what actually matters.

🗃️ From the article vault

Quiz Funnels for Email Marketing: Better Segmentation and Targeting

According to research by Content Marketing Institute, 81% of markers agree that interactive content grabs attention better than static content and 70% say that interactive content is effective at converting site visitors. 

That's a great news if you're looking for a new way to grow your subscriber list.

One method that fits these criteria is — Quiz.

You create a quiz. People take it. They give you their email for results. You segment them based on their answers.

You've got qualified leads and you know exactly what they want.

But should you build one for your business? That's the real question...

Find out all about quiz as a lead magnet in this blog.

💌 From the inbox

This is a product launch email from Matcha Masta (a matcha brand) about their new travel kit - a portable matcha set designed for travelers.

Here's what we liked in this email:

1. Strong Visual Storytelling The email uses lifestyle photography that sells an aspirational experience, not just a product. The woman by the water creates an emotional connection to travel and adventure, making recipients envision themselves using the product in exotic locations.

2. Clear Value Proposition with Urgency "THE ONLY KIT YOU NEED for your next exit" immediately communicates the product's unique selling point, while the specific date and time ("available on Aug 1 2025 11 AM SGT") creates scarcity and urgency that drives immediate action.

3. Product Education Through Visual Breakdown The bottom section acts as an unboxing experience, showing exactly what's included in the kit with clear labels. This removes purchase hesitation by demonstrating tangible value and helping customers understand what they're getting for their money.

4. Consistent Brand Aesthetic The yellow/green color scheme, clean typography, and cohesive design elements create strong brand recognition. The matcha theme is carried throughout both visually and in the messaging, reinforcing brand identity.

5. Strategic Call-to-Action Placement Multiple CTAs are placed at natural decision points - "YOUR ESCAPE STARTS HERE" after showing the lifestyle benefit, and "LEARN MORE" after the product breakdown. This guides readers through the decision-making process without being pushy.

👀 Worth the read

• Email QA Questions for Marketers Who Can’t Afford Mistakes

• How to use spin-to-win opt-in forms to grow your email and SMS lists

Best,
Alec

P.S. Have a topic you’d like us to cover in the next edition? Reply to this email and let us know! We're always eager to address