Measuring email like a serious commercial channel.
Engagement metrics, revenue attribution and predictive insights – framed so you can talk to finance and operations, not just other marketers.
Engagement metrics that still matter in 2026
Are people opening what you send? Are they doing anything different afterwards? And do they still feel comfortable inviting you into their inbox next month?
- Meaningful opens – tracking patterns over time rather than obsessing about a single send.
- Depth of reading – scroll and dwell indicators where available.
- Post-email behaviour – actions on site, in product or with your sales team that can reasonably be linked back.
Revenue attribution without over-claiming
Attribution is where email often finds itself in either hero or scapegoat territory. The healthiest approach we see combines several views: simple last‑touch views, multi‑touch models that recognise email's role alongside other channels, and longitudinal analysis comparing cohorts who regularly engage with editorial email against those who do not.
Predictive insights – cautious, but useful
Predictive models are increasingly available off the shelf. Used without context they can be dangerous; used alongside human judgement they can point you towards better questions.
For many readers, the natural next step is to revisit segmentation and strategy in light of what the analytics reveal, or to fine‑tune automation flows.