Entrepreneur and author Dr. H. James Harrington revealed “Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.”

If new to digital marketing, it may be difficult to navigate the murky waters of email marketing metrics. Here’s a breakdown of a few common tracking terms for anyone lost at the mention of CTR.

1) Number Sent:
Definition: The total number of contacts to whom the message was sent, including bounced messages.
The ‘Real Deal’: The number sent may include non-subscribers–it is typical for a seed list composed of members of your organization to receive copies of an email for tracking purposes. The number sent includes seed sends in this total. Keep in mind that this metric, number sent, is different than total contacts in your email database. The total database number includes suppressed contacts (opt outs, blocks).

2) Unique Open Rate:
Definition: The number of contacts who have either viewed a mailing’s images or clicked within the email. Each open is counted only once per contact.
The ‘Real Deal’: Too much emphasis is often put on unique open rate, the number of unique opens as a percentage of the number of email messages delivered. Read here to learn why metrics other than open rate may be more valuable to your campaign’s success.

3) Total Opens:
Definition: The total times that all of your contacts have opened a specific mailing.
The ‘Real Deal’: Unlike total opens, unique open rate is the industry standard and what is used when benchmarking with other like organizations. While total opens can tell you that a contact has opened your email multiple times, it is not a core measure of success.

4) Unique Click-Through Rate:
Definition: The number of unique clicks as a percentage of the number of unique opens.
The ‘Real Deal’: Often shortened to CTR, the unique click-through rate is an important metric to watch in terms of measuring how engaged your subscribers are. Want an even better understanding of how relevant your content is? Take a look at CTOR.

5) Unsubscribe Rate:
Definition: The number of opt-outs received as a percentage of the total number of email messages delivered.
The ‘Real Deal’: Not every subscriber will take the time to complete your opt-out process. More often that not, a recipient will choose to ignore or trash the message or filter your emails into a junk folder. It is recommended to complete a database cleanse of your unengaged subscribers that are not opening your communications.

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More questions on email? Find out how Complete Marketing can take your organization’s email marketing to the next level together with other marketing streams into one cohesive content marketing program.

Connect Southeast
Oct. 3-5, Little Rock, Arkansas

  • Must be physically located in the Southeastern
    states
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect West
Nov. 9-10, San Francisco

  • Must be physically located in California, Nevada, Utah, Arizona, and/or New Mexico
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Winter Marketplace
Nov. 28-29, Washington, DC

Connect DC

  • Must be a Corporate or Association Planner that is physically located in the DMV area
  • Third Parties are allowed with completed Trusted Planner Form
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Med | Tech

  • Must plan meetings or events that serve the Medical OR Technology industries
  • Must generate 50+ rooms on peak
  • May be located anywhere in the United States
  • Must have the ability to source meetings nationally

Connect Pacific Northwest
Nov. 14-16, El Paso, TX

  • Must be physically located in Texas
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Pacific Northwest
Sept. 19-20, Boise, Idaho

  • Must be physically located in WA, OR, ID, Northern California or Vancouver
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally
  • Must demonstrate a solid 2-year event history

Connect Florida
Sept. 13-15, Kissimmee Florida

  • Corporate or national association planner based in the Mid-Atlantic and Northeast
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Faith
Oct. 3-5, Little Rock, Arkansas

  • Must plan faith-based meetings & events
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Spring Marketplace
May 22-24, Puerto Rico
M
ore than 2,000 event professionals are expected for this industry leading event in Puerto Rico. Tracks include:

  • Association
    • Event must be able to rotate nationally
    • 50+ room nights on peak
    • 2-year history planning events
  • Corporate
    • Financial
    • Medical
    • Technology
      • Event must be able to rotate nationally
      • 50+ room nights on peak
      • 2-year history planning events
    • Citywides
      • At least 1,000 room rights with 100,000 square feet of exhibit space
    • Diversity
      • Planners for multicultural and inclusive organizations
      • Ability to rotate nationally
      • 2-year history planning events
    • Luxury & Incentive
      • Proven history using 5-star hotels and resorts for events
      • Ability to rotate nationally
    • Sports
      • Rights holders and event planners for tournaments/competitions that rotate nationally with at least 50 room nights on peak
      • LGBTQ+ Summit

Connect Marketplace
Aug. 8-10, Detroit
More than 4,000 event professionals are expected for Connect’s largest annual event.

  • Association
    • 50+ room nights on peak
    • Solid 2-year history planning events
  • Corporate
    • 50+ room nights on peak
    • Solid 2-year history planning events
    • Event must be able to rotate nationally
  • Specialty
    • Planners of SMERF (Social, Military, Educational, and Fraternal) events
    • 50+ room nights on peak
    • Solid 2-year history planning events
    • Event must be able to rotate nationally
  • Sports
    • 50+ room nights on peak
    • Solid 2-year history planning events
    • Event must be able to rotate nationally
    • Women in Sports Tourism Forum
  • BizBash
    • Must be a decision maker who is responsible for the procurement of event activations and experiences
    • Does NOT source meetings & events with hotels or CVBs
    • Third Parties and Intermediaries are not yet allowed to participate
    • If you are a Third Party/Intermediary, we encourage you to apply for the Connect track that is best suited for you