An interesting metric to evaluate email campaigns: Risk

We measure email risk, in its most basic iteration, by dividing the number of unsubscribes by the number of clicks for each individual email campaign.

Total Number of Opt-Outs / Unique Clicks = Risk

This is the most basic and broadly applicable version of this metric but, in a few moments, we’ll discuss ways you can tailor it to fit your specific program.

Jeroen Sangers @jeroensangers