What email engagement metrics are#
Engagement metrics measure how recipients interact with mail: opens, clicks, replies, forwards, unsubscribes, and complaints. Providers use similar signals to judge sender quality.
Why it matters#
Positive engagement lifts reputation; negative engagement and inactivity lower it. Metrics are also how you decide who to keep sending to.
What Brevo handles#
Most platforms, including Brevo, generate the records or settings you need under a domain authentication or sending settings page, and expose bounce and complaint data in reports. Confirm the exact location in Brevo's current documentation.
What you still own#
- Track clicks and replies as primary metrics; opens are unreliable after Mail Privacy Protection.
- Set benchmarks per segment and channel rather than industry averages.
- Watch unsubscribe rate (aim under 0.5%) and complaint rate (under 0.1%).
- Feed engagement back into segmentation and sunset policies.
Common mistakes#
- Reporting opens as success when Apple inflates them by prefetching.
- Ignoring the complaint rate until Postmaster Tools flags it.
Frequently asked questions#
What is a good click-through rate?
2 to 5% for marketing email is common; transactional mail often exceeds 10%.
Does Brevo set up email engagement metrics automatically?
Brevo provides the values and some checks, but publishing DNS, aligning domains, and monitoring results remain your responsibility.