What are the two categories that post-send metrics fall into?

Post-send metrics are crucial for evaluating the performance of email campaigns, and they can be categorized into two main types: positive and negative metrics. Positive metrics reflect the desirable outcomes of an email campaign. These include indicators such as open rates and click-through rates, which suggest that recipients are engaging with the content. Negative metrics, on the other hand, highlight areas of concern where the campaign may not have performed as hoped. This might encompass bounce rates or unsubscribe rates, signaling potential issues with content targeting or satisfaction.

Understanding these two categories allows marketers to assess their campaigns more effectively, focusing on what drove positive engagement and where improvements are needed for future efforts. This insight is essential for continuous optimization of email strategies. Other choices, while relevant in discussions about email performance, don’t align as directly with the fundamental categories of post-send metrics.