First off, don’t get too hung up on open rates. With Apple Mail and other platforms hiding user data, it’s becoming more of a vibe check than a hard metric. Helpful, but not gospel.
The real gold is in what happens after the open. Are people clicking your links? Are they buying, booking, downloading, or replying? That’s your click-through rate (CTR) and conversion rate and it tells you whether your email is actually pulling its weight.
Unsubscribes? Also worth watching. A small number is normal. A spike means something’s off maybe your frequency, tone, or targeting needs a rethink.
Then there’s the holy grail: how much revenue are your emails generating? With UTM tracking and some clever integrations, you can follow the journey from inbox to checkout. It’s not just about sending pretty emails, it’s about sending emails that pay off.
If you're staring at your Mailchimp dashboard feeling mildly panicked, don’t worry. Contact Teapot. We'll help you understand what’s working, what’s not, and how to turn data into decisions.