{"id":17754,"date":"2023-11-17T11:12:00","date_gmt":"2023-11-17T11:12:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=17754"},"modified":"2025-05-09T09:08:27","modified_gmt":"2025-05-09T09:08:27","slug":"email-pitch-metrics","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/email-pitch-metrics\/","title":{"rendered":"Email Pitch Academy: What Email Metrics Should You Track?"},"content":{"rendered":"\n<p>Quick question: <strong>Do you know how well your email pitches are performing? <\/strong>There are at least a few email metrics that you can measure on a regular basis to assess the effectiveness of your pitches and make improvements whenever needed.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re using a PR outreach tool like <a href=\"http:\/\/prowly.com\/pitch\">Prowly<\/a>, the job of measuring them will basically be done for you. <strong>All you have to do is to understand these email metrics and draw conclusions from the results of your pitches<\/strong>.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<p>Without further ado:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#metrics\"><strong>What email metrics should you track?<\/strong><\/a>\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#emails\">The total number of sent &amp; delivered emails<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#opens\">Opens<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#clicks\">Clicks<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#replies\">Replies<\/a><\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"metrics\"><strong>What email metrics should you track?<\/strong><\/h2>\n\n\n\n<p>Most <a href=\"https:\/\/prowly.com\/magazine\/pr-outreach-software\/\">PR outreach tools<\/a> will help you measure the following email metrics:&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/11\/Open-Click-rates-edited-981x1024.png\" alt=\"Email metrics by Prowly\" class=\"wp-image-17746\"\/><figcaption class=\"wp-element-caption\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Email metrics by Prowly<\/span><\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"emails\"><br><strong>Email pitch metric: The total number of sent &amp; delivered emails<\/strong><\/h3>\n\n\n\n<p>What\u2019s the difference between sent and delivered emails, you ask?<\/p>\n\n\n\n<p>Basically, not all the <a href=\"https:\/\/prowly.com\/magazine\/media-pitch\/\">email pitches<\/a> you send are going to be delivered to their recipients\u2014some emails might bounce back, for example. It\u2019s perfectly normal, but there are at least a few things you can do to increase email delivery rates. In case you\u2019re interested, <a href=\"https:\/\/prowly.com\/magazine\/how-to-increase-sender-reputation-and-email-deliverability\/\"><strong>here\u2019s how to increase sender reputation and email deliverability \u2192<\/strong><\/a><\/p>\n\n\n\n<p class=\"sideline\">Emails sent - Bounced emails = Delivered emails<\/p>\n\n\n\n<p>By measuring the deliverability of your <a href=\"https:\/\/prowly.com\/magazine\/how-to-send-a-press-release-by-email\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/how-to-send-a-press-release-by-email\/\" target=\"_blank\" rel=\"noreferrer noopener\">email pitches<\/a>, you can keep an eye on the quality of your media list and your reputation as a sender, which ultimately affects your media pitching efforts.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"opens\"><br><strong>Email pitch metric: Opens&nbsp;<\/strong><\/h3>\n\n\n\n<p><em>Opens<\/em> are pretty straightforward - they show you how many recipients opened your email pitch. <em>Open rate<\/em>, on the other hand, is the percentage of recipients who open the email pitch out of the recipients who got your message.&nbsp;<\/p>\n\n\n\n<p>Both <em>Opens<\/em> and <em>Open Rates<\/em> give you a good sense of the overall engagement with a specific email pitch and <strong>show you whether your subject lines are encouraging enough for the recipients to click on them<\/strong>.<\/p>\n\n\n\n<center><p class=\"purplebox\"><a href=\"https:\/\/prowly.com\/magazine\/media-pitch-subject-line\/\"><strong>Here\u2019s how to write media pitch subject lines \u2192<\/strong><\/a><\/p><\/center>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"clicks\"><br><strong>Email pitch metric: Clicks<\/strong><\/h3>\n\n\n\n<p>While <em>Opens<\/em> help you measure how many recipients opened your email pitch and at least looked at it, <em>Clicks <\/em>measure how many people clicked on a link within your email pitch.&nbsp;<\/p>\n\n\n\n<p><strong>Pay attention to different \u201cclick-related\u201d metrics: <\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Clicks<\/em> is the total number of people who clicked on a link in your email pitch<\/li>\n\n\n\n<li><em>Click Rate <\/em>is the percentage of people who clicked on the link in your email out of the people who received your email pitch<\/li>\n\n\n\n<li><em>Click-Through-Rate (CTR) <\/em>is the percentage of people who clicked on a link in your email out of the people who opened your email pitch.&nbsp;<\/li>\n\n\n\n<li><em>Unique Clicks<\/em> \u2013 some providers use <em>unique clicks<\/em> to show you the total number of times users clicked on the link in your email for the first time. If one person clicks on the same link twice, the second click isn\u2019t unique and doesn\u2019t count.&nbsp;<\/li>\n\n\n\n<li><em>Total Clicks<\/em> \u2013 other providers count the total number of clicks for your email campaign. For example, if a recipient clicks 3 different links in your email, this counts as 3 <em>Unique Clicks <\/em>and 3 <em>Total Clicks. <\/em>If they click on the same link 3 times, this counts as 1 <em>Unique Click <\/em>and 3 <em>Total Clicks.&nbsp;<\/em><\/li>\n<\/ul>\n\n\n\n<p>To give you an example of how some of these metrics are calculated:<\/p>\n\n\n\n<p class=\"sideline\">Email pitches sent: 505&nbsp;<br>Email pitches delivered: 500&nbsp;<br>Email pitches opened: 300<br>Recipients who clicked on a link inside your email: 200<br><br><em>Opens<\/em>: 300&nbsp;<br><em>Open rate<\/em>: (300\/500) x 100 = 60%<br><br><em>Clicks: <\/em>200<br><em>Click Rate: <\/em>(200\/500) x 100 = 40%<br><em>Click Through Rate: <\/em>(200\/300) x 100 = 66%<\/p>\n\n\n\n<p><br><em>Clicks <\/em>are quite important because they help you measure how effective your email pitches are when it comes to convincing the email recipients to take action (i.e. see a specific press release or visit a newsroom). &nbsp;<\/p>\n\n\n\n<p class=\"purplebox\">If you notice lots of <em>Opens <\/em>but not as many <em>Clicks<\/em>, you might want to experiment with email content, formatting, and your call-to-action.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"replies\"><br><strong>Email pitch metric: Replies<\/strong><\/h3>\n\n\n\n<p><em>Replies<\/em> are simply responses from your media contacts to the messages you send them first. When you\u2019re sending out email pitches, Replies are an important metric to track as it shows you how well your pitch performed in terms of getting responses from the recipients.<\/p>\n\n\n\n<p><em>Reply rate<\/em>, on the other hand, is the number of replies you\u2019ve received against the total number of emails you\u2019ve sent, expressed as a percentage.<\/p>\n\n\n\n<p class=\"sideline\"><em>Reply rate %<\/em> = (<em>Replies<\/em> \/ Email pitches delivered) x 100<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/11\/Tracking-replies-in-Prowly-PR-Software-1024x536.png\" alt=\"Tracking replies in Prowly PR Software\" class=\"wp-image-17755\"\/><\/figure>\n\n\n\n<p>In order to get the results you want from your PR outreach, it\u2019s important to keep the conversation going. Go ahead and track your replies, always get back to your media contacts, and <a href=\"https:\/\/prowly.com\/magazine\/media-pitch-follow-up\/\">follow up with those who interacted with your emails<\/a> but didn\u2019t respond. <\/p>\n\n\n\n<center><p class=\"purplebox\"><strong>If you need some more guidance, <a href=\"https:\/\/prowly.com\/magazine\/what-to-do-when-a-journalist-goes-quiet-and-how-to-avoid-that\/\">here\u2019s what to do when journalists go quiet, and how to avoid that \u2192<\/a><\/strong><\/p><\/center>\n\n\n\n<p class=\"purplebox\">\ud83d\udca1 Struggling with low reply rates? <a href=\"https:\/\/prowly.com\/magazine\/new-pitching-features\/\" target=\"_blank\" rel=\"noreferrer noopener\">Transform your pitching strategy with this guide<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>What else should you know about email pitch metrics?&nbsp;<\/strong><\/h3>\n\n\n\n<p>1. Depending on the email service provider, you might have different metrics at your disposal. <strong>Keep in mind that not every provider calculates all these metrics the same way!&nbsp;<\/strong><\/p>\n\n\n\n<p>2. <strong>Some email pitches will perform better than others<\/strong>. Depending on your relationship with the recipients and their areas of interest, you will most likely see different results from different email pitches. That\u2019s precisely why you should segment your media list and tailor email pitches to specific recipients.&nbsp;<\/p>\n\n\n\n<p>3. <strong>Don\u2019t be so hard on yourself. <\/strong>Average open and click rates will vary from one PR outreach campaign to another, and some of them will be satisfactory even if they don\u2019t seem like it at first. Just take a look at these benchmarks:<br><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Average email benchmarks<\/strong><br><strong>for all industries<\/strong><\/td><td><a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-benchmarks\/\">Campaign Monitor<\/a><\/td><td><a href=\"https:\/\/mailchimp.com\/resources\/email-marketing-benchmarks\/\">Mailchimp<\/a><\/td><td><a href=\"https:\/\/blog.hubspot.com\/sales\/average-email-open-rate-benchmark\">Hubspot<\/a><\/td><\/tr><tr><td>Open rate<\/td><td>17.8%<\/td><td>21.3%<\/td><td>20.9%<\/td><\/tr><tr><td>Click-through-rate<\/td><td>2.6%<\/td><td>2.6%<\/td><td>7.8%<\/td><\/tr><tr><td>Bounce rate<\/td><td>0.7%<\/td><td>0.4%<\/td><td>0.6%&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><br>Keep measuring the effectiveness of your email pitches. In the end, focusing on the right email metrics will help you analyze and improve your PR outreach campaigns.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Bonus: must-track PR metrics <\/h3>\n\n\n\n<p>Here are two guides about metrics to follow, along with tips on how to efficiently use them:<\/p>\n\n\n\n<p>\ud83d\udc49\ud83c\udffc&nbsp;<a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-share-of-voice\/\" target=\"_blank\" rel=\"noreferrer noopener\">Share of Voice in PR: How to Calculate Your Brand SOV<\/a><br>\ud83d\udc49\ud83c\udffc&nbsp;<a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-mentions\/\" target=\"_blank\" rel=\"noreferrer noopener\">Media Mentions Guide: How to Track Media Mentions Effectively<\/a><\/p>\n\n\n\n<p>We have also prepared special guides about <a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-explained\/\" target=\"_blank\" rel=\"noreferrer noopener\">PR metrics<\/a> to leave behind (and what to use instead):<\/p>\n\n\n\n<p>\ud83d\udc49\ud83c\udffc&nbsp;<a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-uvpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">What is UVPM aka Domain Reach in PR? (UVPM metric alternatives)<\/a><br>\ud83d\udc49\ud83c\udffc&nbsp;<a href=\"https:\/\/prowly.com\/magazine\/advertising-value-equivalency\/?_thumbnail_id=22924#How%20to%20calculate%20AVE?\" target=\"_blank\" rel=\"noreferrer noopener\">What is Advertising Value Equivalency in PR? (+ AVE Alternatives)<\/a><\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<p><br><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cover photo by Ryan Riggins<\/span><\/em><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quick question: Do you know how well your email pitches are performing? There are at least a few email metrics that you can measure on a regular basis to assess the effectiveness of your pitches and make improvements whenever needed.&nbsp; If you\u2019re using a PR outreach tool like Prowly, the job of measuring them will [&hellip;]<\/p>\n","protected":false},"author":230,"featured_media":17756,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[349],"tags":[],"class_list":["post-17754","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-outreach-and-media-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Pitch Academy: What Email Metrics Should You Track?<\/title>\n<meta name=\"description\" content=\"There are at least a few email metrics that you can measure on a regular basis to assess the effectiveness of your pitches and make improvements.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prowly.com\/magazine\/email-pitch-metrics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Pitch Academy: What Email Metrics Should You Track?\" \/>\n<meta property=\"og:description\" content=\"There are at least a few email metrics that you can measure on a regular basis to assess the effectiveness of your pitches and make improvements.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/prowly.com\/magazine\/email-pitch-metrics\/\" \/>\n<meta property=\"og:site_name\" content=\"Prowly\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/prowly\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-17T11:12:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-09T09:08:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2021\/11\/Email-metrics-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1272\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Prowly\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Prowly_com\" \/>\n<meta name=\"twitter:site\" content=\"@Prowly_com\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Prowly\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/email-pitch-metrics\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/email-pitch-metrics\\\/\"},\"author\":{\"name\":\"Prowly\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#\\\/schema\\\/person\\\/44ca6dc40fc927e671c31e8d7b9c3066\"},\"headline\":\"Email Pitch Academy: What Email Metrics Should You Track?\",\"datePublished\":\"2023-11-17T11:12:00+00:00\",\"dateModified\":\"2025-05-09T09:08:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/email-pitch-metrics\\\/\"},\"wordCount\":1094,\"publisher\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/email-pitch-metrics\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2021\\\/11\\\/Email-metrics-1.jpg\",\"articleSection\":[\"PR Outreach &amp; 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