It's easy to drown in dashboards. But a handful of numbers tell you almost everything about the health of an email program. Here are the five we watch closest inside SendOrchard's analytics suite.
1. Click-to-open rate (CTOR)
Open rate tells you the subject line worked. CTOR tells you the content worked — of the people who opened, how many clicked. A healthy CTOR is the clearest signal that your message matched the promise of the subject line.
2. Conversion rate
Clicks are vanity until they turn into the action you wanted: a signup, a purchase, a reply. Tie each campaign to a single conversion goal and measure ruthlessly.
3. List growth rate
Lists decay by roughly a fifth every year through churn and address changes. If you're not growing faster than you're decaying, your reach is quietly shrinking.
4. Unsubscribe and complaint rate
A small, steady unsubscribe rate is healthy. A spike means you sent the wrong thing to the wrong people. Complaint rate (marking as spam) is the one to watch like a hawk — it directly damages deliverability.
5. Deliverability
None of the above matters if mail never reaches the inbox. We obsess over SPF, DKIM and DMARC alignment so your 98% gets delivered, not filtered.
