What are some examples of checkpoints of activity when sending emails and setting goals?

The choice of open and click rates as checkpoints of activity when sending emails and setting goals is significant because these metrics directly measure the effectiveness of the email campaign in terms of engagement. Open rates indicate how many recipients are actually opening the emails, providing insight into the effectiveness of the subject line and sender reputation. Click rates, on the other hand, measure how many people are taking action after opening the email; this is crucial for understanding the email's ability to drive interaction with content, products, or services.

Monitoring these rates allows marketers to make data-driven decisions, such as tweaking subject lines, adjusting content strategy, and optimizing send times. Together, they serve as key performance indicators that help in assessing the immediate engagement level of an email campaign and guide future email marketing strategies for better results.

While other options might reflect valuable aspects of email marketing, such as sales conversions, brand awareness, and customer loyalty, or gathering feedback, they do not focus as specifically on engagement metrics that can be tracked and adjusted in near real-time. Understanding engagement through open and click rates offers concrete data that can lead to more effective email marketing efforts.