The top metrics for performance measurement are open rate, clickthrough rate, unsubscribe rate, click-to-open rate, bounce rate, and conversion rate, according to marketing professionals surveyed for a September 2020 report by Litmus. “Open rate is a barometer, but at the end of the day, it’s not the mechanism that determines success—it’s conversion,” Ginsberg said.

“You can test how that monetizes versus a bounce rate of a user not giving their email, versus how much you make off of that user [who does give their email],” White said. Delivering on the Value Exchange. For authentication strategies to work, publishers need to provide value meaningful enough to incentivize users to log in while also maintaining a positive user experience.

When asked what metrics they used, or planned to use, to evaluate their email programs, more than half of respondents cited the following six metrics: open rate, clickthrough rate, unsubscribe rate, click-to-open rate, bounce rate, and conversion rate.

The result was high bounce rates—leaving the site after a single page and before taking any meaningful action—and low conversion rates. Throughout the 2000s and 2010s, consistent improvements in ecommerce site experience, navigation and checkout flows ignited the desktop ecommerce market.