Which metrics should I be looking at?

While your email marketing campaigns can have different goals, there are some foundational metrics your law firm should keep an eye on.

1. a) Opens and Clicks: How many delivered emails were actually read and clicked through?
2. b) Bounce Rates: How many email addresses didn’t receive your email?
3. c) Spam Reports: Were your emails flagged as spam by recipients?
4. d) Unsubscribes: How many people unsubscribed from receiving your emails?

However, over time, you should also track your email marketing efforts alongside your overall goals — like website traffic, new cases or referral business.