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Consumers – Complaint Center

Complaint Center – File a Complaint

Welcome to the Department of

ConsumerProtectionComplaintCenter. The

ComplaintCenter tracks, and attempts to resolve, disputes between consumers and businesses operating in

Connecticut. Please take a few minutes to learn more about what we do and how you can help us help you.


PLEASE NOTE: DCP is responsible for ensuring that businesses follow all consumer laws and guard against deceptive business practices. We also enforce licensing requirements.  If, after an investigation, we have sufficient evidence that a business is violating the law, we may open a case on behalf of the State of Connecticut.  DCP has the authority to work with the business to correct illegal practices, bring enforcement actions, and/or assess penalties. 


DCP does not act as legal representation for individuals. DCP also has limited authority to address complaints of customer service, breach of contract, or quality of workmanship.


Our complaint center can mediate and facilitate mutually agreeable resolutions to consumer complaints. However, if the two parties fail to come to an agreement, the consumer may pursue their complaint in the court system.

  • Tips for Protecting Yourself

  • Resources to Help You Resolve Your Dispute

  • Can Consumer Protection Help?

  • Complaint Forms – FILE A COMPLAINT 

QUESTIONS? LIVE CHAT with us during regular business hours – click in bottom right corner.

Tips for Protecting Yourself
The Department of Consumer Protection can not resolve every consumer dispute. We rely on you, the consumer, to help us in our mission. You can do this in a few ways:

    • Research the business you will be dealing with. Ask for references and then contact them. If you are hiring a home improvement or new home construction contractor, visit other job sites they have worked on, if possible.

    • Check that your contractor or licensed professional has an active license or registration. Don’t take their word for it. Even if they give you their license or registration number, you should make sure it is active.

    • Read your contract before you sign and know your rights. Check out our Consumer Fact Sheet: About Consumer Contracts in Connecticut for things to watch out for in everyday consumer contracts. Our Consumer and Publication pages have additional resources to help you protect yourself.  

  • Alert Us To Problems:  Although we cannot solve every problem, we do want to hear about them. From your information, we learn when a business has a pattern of acting badly or a new scam is moving into the State. Where we see a pattern of bad conduct, the law provides us with tools to go after the business, or we can alert the public to protect others from being victimized. Click here to see if your complaint is one we have authority to deal with and, if appropriate, to file a complaint.

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Resources to Help You Resolve Your Dispute

If you have a complaint about a product or service, your first step is to contact the business.  Most companies want satisfied customers who will return with more business. If you can’t return to the store, toll-free phone numbers are usually available on product packaging or on marketing materials; you can even go onto the company’s website for customer service contact information.

  • Tips for Calling or Visiting the Business’ Customer Service Department
    • Inform the business about the problem you have with their product or service as soon as possible. Be specific and focus on your problem. Avoid confusing the issues by telling them information not relevant to your complaint.
    • Although you may be angry or feel cheated, when you talk to the business, be polite, patient, and keep your tone of voice calm and pleasant. Before you call, write down your discussion points so you stay on point and don’t let your anger take over.  If you start off by being hostile or threatening, the customer service representative is more likely to turn defensive, making a resolution less likely.
    • Gather any documents, receipts, and guarantee or warranty information before you call or visit. If you cannot bring in the product, make sure to provide the brand name, model, serial number or any other information that will help identify the product. Take a picture if appropriate and bring it with you. If you are complaining about a service, describe what was promised and what was received and take a picture if possible. It is also helpful to know who sold you the product or who performed the service and the date the transaction or service took place.
    • Before you begin to negotiate, figure out what needs to be done to resolve your problem. Be open to the business’ suggestions; they may offer an acceptable, new solution.
    • Do not demand to speak with the manager immediately. Instead, see if the first person with whom you made contact can help you. If they cannot resolve your complaint, remain calm and then ask to speak with someone who can help you such as a manager. If the business with which you are dealing has a customer service desk, begin there.
    • Inform the business what your needs are and have them offer suggestions for a resolution. Work together to find a solution that fits your needs.

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  • How to Write an Effective Letter to Customer Service
    • Focus on the specific problem you have with the business’ product or service. Do not confuse the issue by venting your anger or telling them about other things that may have happened but that are not relevant to solving your problem.
    • Gather any documents, receipts, and guarantee or warranty information relevant to your complaint before you write. Make sure to provide the brand name, model, serial number or any other information that will help identify the product. If you decide to send the company documents, be sure to make copies and keep the originals for your files. 
    • This sample letter shows the format and type of information that will be helpful to a company in resolving your complaint.
  • Consider Going to Small
    Claims Court

    • If your claim is $5,000 or less ($10,000 for security deposit claims), you can bring suit in small claims court.
    • You do not need a lawyer to file a claim in small claims court.
    • A small claims court judgment can be used to access our home improvement, new home construction, itinerant vendor or real estate guaranty funds.
    • Find more information about small claims proceedings from the Judicial Branch.

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Can the Department of Consumer Protection Help?

Although our Agency’s mission is to protect consumers, we do not have the authority or resources to address every complaint. If we receive a complaint we cannot help with, we will try to refer it to the right federal or state agency, but that could significantly delay the time it takes for you to get the help you need. 

Before sending us your complaint, please make sure it is one we can help with.

  • Some of the Complaints our Agency DOES Handle:

    • Home Improvement Contractor

    • New Home Construction

    • Professionals, Trades People or Contractors that should be licensed or registered with DCP.  Click here for a list of our license types.  (Note, lawyers and health care professionals are not licensed by us)

    • Real estate agents, brokers and appraisers

    • Frauds, scams, misrepresentations or misleading advertisements

    • Prescription errors

    • Gasoline and heating fuel issues.   Note, we do not set prices for these products

    • Packaged, manufactured food or bakery items

    • Connecticut-based telemarketers and internet retailers

  • Some of the Complaints our Agency Does NOT Handle:

    • Automobile Repair: Unless your automobile repair issue qualifies you for the Lemon Law Program, you should send your complaint to the Department of Motor Vehicles.
    • Banking: The Department of Banking handles complaints against banks or other lending institutions, including mortgage lenders.

    • Credit Cards: The Department of Banking handles complaints against credit card companies and others offering consumer credit.
    • Debt Collectors: The Department of Banking handles complaints against collection agencies.
    • Insurance: The Insurance Department handles insurance related complaints.
    • Utilities: The Public Utilities Regulatory Authority handles complaints related to utility companies including electricity, gas, water and cable.
    • Internet Retailers located outside Connecticut: We do not have the tools or resources to effectively assist consumers with complaints against internet retailers that do not have a presence in the State.  We refer these complaints to the relevant state’s Attorney General or Consumer Protection agency. For national companies with stores in Connecticut, we can try to be of assistance.  For a more rapid response, you may want to try going directly to the out-of-state consumer protection agency.
    • Telemarketers located outside Connecticut: For “Do Not Call” violations from out-of-state callers, please send your complaint directly with the Federal Trade Commission’s National Do Not Call Registry.

If you do not see your complaint listed in either section above, you can get more information by:

  • Going to our Complaint Forms page and see if your complaint is one of the common types we can or cannot help with.

  • Checking out our A to Z index. Look up words and topics that relate to your complaint to find out your next step.
  • Visiting our Programs and Services or Consumer pages, which list some of the major areas we regulate.

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How to File a Complaint with the Department

  1. If you have determined that the Department of Consumer Protection can help, download the appropriate Complaint form.    
  2. Send us your complaint in writing with copies of all relevant documents.  We cannot accept complaints by phone. 
  3. Go to Contact Us for our mail and email addresses.

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If you spot price gouging or experience unfair or unlawful business practices, please file a complaint online or call our Consumer Protection Hotline at 1-800-621-0508.

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Be sure you are ready by buying emergency supplies, making sure your finances are in order, including checking on your insurance coverage, and planning for your loved ones and pets’ safety.

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14 Email Marketing Metrics to Measure

As a marketer, you’ve probably asked yourself at some point: Can you measure your email marketing efforts to determine how effective your email campaigns are ? 🤔

And can you see where your email marketing campaign is heading and adjust your strategy based on those numbers?

👉🏼 The answer to both of these questions is Email Analytics and its metrics.

With several email metrics and KPIs (Key Performance Indicators) you can get insights based on data to improve the results of your email marketing campaign.

In this post, we will describe 14 such key email marketing metrics, some of which are high up to a certain percentage, and some, as low as possible, show the best email marketing strategy.

14 Key Email Marketing Metrics

In this article we will look at:

  • 14 Email Marketing Metrics to Measure 👨🏽‍💻
  • 1. Deliverability Rate
  • 2. Open Rate
  • 9 0028 3. Click Through Rate

  • 4. Conversion Rate
  • 5. Unsubscribe Rate
  • 6. Bounce Rate
  • 7. Spam Complaints
  • 8. Email Exchange/Forward Rate
  • 9. List Growth Rate
  • 10. Email Read Time
  • 11. Total ROI
  • 12. Revenue Per Email (RPE)
  • 13. Revenue Per Subscriber (RPS)
  • 14. Factor Errors
  • Wrap-up 💁‍♂️
  • Important Disclosure: We are proud partners of some of the tools mentioned in this guide. If you follow an affiliate link and subsequently make a purchase, we will receive a small commission at no additional cost to you (you pay nothing extra). For more information, please see our partner disclosures.

    14 Email Marketing Metrics To Measure 👨🏽‍💻

    1. Deliverability Rate

    Not all emails you send are delivered to their intended destination, which is the inbox of the users in your email list.

    Some of them may not reach the recipient because the recipient (email address) has become invalid , and some of them, despite delivery, end up in the junk mail or spam folder.

    Thus, the deliverability rate is the percentage of emails that reach the mailbox.

    Formula To Calculate Deliverability Rate

    Deliverability Rate = (Number of emails delivered without error ÷ Number of emails delivered) * 100

    What is considered a Good Deliverability Score?

    While the goal of every marketer is to reach 100% of their subscribers, such absolute success is rarely achieved. It’s also important to note that email deliverability also depends on the email platform.

    95% or higher is considered a decent delivery rate.

    How to improve your Deliverability Rate?
    • Keep your email list accurate.
    • Comply with and follow the CAN-SPAM law.
    • Make it so , that subscribers can easily unsubscribe from the mailing list.
    • Do not use deceptive email subject lines.
    • Check if HTML and plain text are in sync.

    2. Open Rate

    One of the simplest and most widely used email marketing metrics is the Open Rate metric, which simply shows the percentage of open emails for a particular marketing campaign.

    There are two important aspects that the Open Rate indicator gives us an idea of:

    • First, how engaged are the subscribers.
    • Second, how effective are your subject lines?
    Open Rate Formula

    Open Rate = (Number of emails opened ÷ Number of emails delivered) * 100

    What is considered a good open rate?

    Openness Score varies across industries and should therefore be compared to the average in your industry.

    Many organizations in various industries track open figures for the entire quarter and then take an average to get a benchmark against which they compare their open indicators for a certain period of time.

    The open rate of 17% is considered good as it is in line with the industry average.

    How to Increase the Open Rate?
    • Segment your users and send them relevant content based on which segment they belong to.
    • Select a specific time of day and days of the week to send e-mails, based on the results of A/B testing .
    • Include a catchy, non-formal and clear subject line in your email.
    • Include the recipient’s name in the subject line of the email , to give it a personality.
    • Continually develop outstanding and useful content for the long term, ie. to increase the Open Rate for future campaigns.

    3. Click Through Rate

    Let’s say you’ve achieved a very high Open Rate, but the overall result of your campaign is still disappointing. The most likely reason for this could be that recipients open your emails, view them, and then close them, without taking any action.

    In addition to optimizing the open rate , it is equally or even more important to optimize the click through rate.

    Click-Through Rate (CTR) is the percentage of delivered emails where at least one link was clicked.

    If you ask an email marketer what key metrics they track, it’s likely that Click-Through Rate 9 will come first.0003 (CTR) for the simple reason that it allows you to calculate the effectiveness of every email you willingly send.

    👉🏼 You can then track how your CTR changes over a period of time.

    Formula To Calculate Click Through Rate

    Click Through Rate = (Total Clicks or Unique Clicks ÷ Number of Emails Delivered) * 100

    What Is Considered A Good CTR?

    Across industries worldwide, an average CTR of 7% set the record for the highest average CTR this year.

    So if your email has a CTR greater than 7% , that’s great. In addition, the type of device an email is opened on plays an important role in influencing CTR. About 60% of emails are opened on mobile phones or tablets.

    Graphical representation of CTR (number of clicks)

    If your emails are not optimized for all devices , your CTR will drop significantly. On the other hand, mobile-optimized emails have a 15% higher CTR.

    How to increase click-through rate?
    • Include catchy and enticing preview text after the email subject line.
    • Segment and personalize your marketing emails.
    • Optimize your call to action (CTA) with larger fonts and dynamic colors.
    • Include valuable content in the body of the email along with:
    1. Images, GIFs and icons
    2. Well-formatted design
    3. Relevant and smooth flow of information


    Conversion Rate 90 067

    After the recipient of the email has moved according to your letter, the next goal is usually to convince him to go over to your offer, i.e. take the action requested in your letter.

    Email conversion rate measures how many people responded to your email by doing what you expected them to do as the end goal.

    The conversion can be anything: buying a product, registering for a webinar, or downloading an e-book, depending on the purpose of your email.

    Conversion rates give you a unique opportunity to evaluate your return on investment. It’s easy to tell if the money you’re investing in a campaign is paying off when you know how much you’ve spent and how many subscribers have converted.

    Formula To Calculate Conversion Rate

    Conversion Rate = (Number of people who took the desired action ÷ Number of all emails delivered) * 100

    What is considered a good conversion rate?

    A good conversion rate is a relative term that varies across industries and even across different types of email campaigns. You need to study industry standards , to understand what your conversion rate looks like.

    Measuring several other email marketing KPIs gives a more realistic picture of campaign performance.

    A generally healthy conversion rate is between 2% and 5% depending on the industry you’re in. Below is a graph that informs you about conversion rates across different business industries.

    Conversion rates for different types of business

    How to increase the conversion rate?
    • Segment your email list and personalize your email subject line and body content.
    • Offer discounts or freebies with your purchase offer.
    • Design simple and user-friendly landing pages that link to the CTA or links provided in the email.
    • A picture is worth a thousand words. So instead of writing a long email, include visuals and a product video. This will help buyers understand the product better, which can lead to higher conversions.
    • Offer a free trial and send a follow-up email after its completion.

    5. Unsubscribe rate

    Every sales letter always has a tiny button with no labels. This is the button “unsubscribe” !

    via GIPHY

    The number of readers who open your email and then hesitate to hit the unsubscribe button is your unsubscribe rate.

    👉🏼 There are many reasons why a recipient may unsubscribe from your email.

    For starters, they didn’t like the content you shared. But this is not always the root cause. Sometimes people unsubscribe simply because you sent too many emails at the wrong time.

    To improve the quality, timing, and frequency of your emails, you first need to make sure you have a really high unsubscribe rate.

    Formula To Calculate Unsubscribe Rate

    Unsubscribe Rate = (Number of Unsubscribes ÷ Number of Emails Delivered) * 100

    How Low Should the Unsubscribe Rate Be?

    As low as possible. Ideally, below 0.5%. An unsubscribe rate above 0.5% means that your email campaign needs some changes.

    How to Minimize the Number of Unsubscribes?

    The most effective email tactics

    • Segment your subscribers and share personalized content.
    • Share valuable and personalized content with different lead segments.
    • Adjust the frequency of sending emails. Simply put, don’t send too many emails to the same prospect.
    • Time your emails correctly. For example, if your email segment consists of elderly people, avoid emailing them late at night. Although this tactic may work with millennials.
    • Ask people who unsubscribe why they unsubscribe. Do this to reduce future unsubscribes.

    6. Bounce Rate

    Email bounce rate is the percentage of emails that are not delivered to your recipients.

    Although bounce rate is not a direct reflection of the quality of your email content, it can seriously affect the success of your email marketing efforts. There are two types of failures that you should watch out for:

    Hard Bounce

    Hard bounce occurs when The email addresses in your subscriber list have expired or are incorrect.

    Hard bounce vs. soft bounce

    👉🏼 This often happens with erased or dilapidated email lists.

    Sometimes harassing lead generation tactics can cause them to provide you with bogus email details.

    Be that as it may, emails that bounce hard will never be delivered, so you should remove them from your email list and replace them with new addresses.

    What’s more, resending hard bounce emails can damage your reputation as ISPs (ISP) may flag them as spam.

    Soft Rebound

    Those are the ones to focus on!

    Soft bounces occur if there is a problem with the recipient’s email address. For example, sometimes a prospect’s inbox is full, so your email isn’t delivered. Therefore, you must have a system that allows send back letters with soft bounces.

    Bounce Rate Formula

    Bounce Rate = (Total Canceled Emails ÷ Emails Sent) * 100

    How Low Should Your Bounce Rate Be?

    Image taken from author’s personal inbox

    Anything below 20%-25% is a low bounce rate.

    • Collect email addresses of potential customers more carefully and without excessive importunity or aggressiveness in relation to sales.
    • Keep your email list hygienic, that is, rid your list of outdated and duplicate entries.
    • Use the dual entry mechanism. Force your subscribers to verify their email addresses.
    • Remove addresses from which emails are hard to bounce.

    7. Spam Complaints

    If your target audience doesn’t know you or has forgotten you, and in addition they find your email annoying or offensive, your email is likely to be considered spam.

    via GIPHY

    Email service providers strive to maintain quality and monitor spam complaints. It is likely that your email service provider will take action against you and block you if your spam rate is too high.

    Spam Complaint Formula

    Spam Complaint Rate = (Spam Complaints ÷ Email Delivered) * 100

    How Low Should Spam Complaints Be?

    A spam complaint rate of less than 0.1 percent, or one complaint per 1,000 messages delivered, is considered acceptable across industries. Any indicator exceeding this value is considered alarming.

    How to Minimize Spam Complaints?
    • Make the process of unsubscribing and finding an unsubscribe link absolutely simple.
    • Enable the double opt-in feature to ensure that your consumers know they have opted in to receive your emails. The double opt-in method ensures that your email list has will be added only those subscribers who are interested in your company, and not spammers.
    • Create subject lines that don’t look like spam. Consider the following tips:
    1. Don’t use all caps (SALE! SALE! SALE! SALE!).
    2. Don’t use too many punctuation marks (Wanna win a free trip!!?????)
    3. Don’t use too many characters (You can relax and make $$$$$$).

    8. Email Exchange/Forward Rate

    The percentage of recipients who share your message on social media or forward it to a friend is measured by the Email Forward/Forward Rate.

    The forwarding rate, also known as sharing, is an important metric to track as it shows how many brand followers you have. It shows what proportion of your subscribers forward your emails to their friends and acquaintances.

    Formula To Calculate Email Exchange/Forward Rate

    Email Exchange/Forward Rate = (Number of clicks on the “share” and/or “forward” button ÷ Number of all emails delivered) * 100

    Which is Considered a Good Exchange Rate /Email Forwarding?

    There is no specific percentage or number for this metric.

    If you share or forward your emails on social media or other platforms, “the more the merrier” is the mantra.

    Developing brand advocates through email marketing is a great tactic, especially considering that 81% of consumers rely on messages of their social media friends to make purchase decisions .

    How to Increase the Frequency of Sending/Forwarding Emails?
    • Make sure your Open Rate and Click-Through Rate are well optimized.
    • Optimize the content of the email from the subject line, header text, to the body of the email and signatures.
    • Segment and personalize your campaigns.
    • Monitor your sharing rates closely to determine which types of articles and offers attract the most users and use this information to plan future email campaigns.

    9. List 9 Growth Rate0067

    To expand your reach, grow your audience, and position yourself as an industry thought leader, you should strive to continually grow your list.

    List Growth Rate is a metric that measures how fast your list is growing.

    List Growth Rate Formula

    List Growth Rate = ([(Number of new subscribers) – (Number of unsubscribes + email/spam complaints)]) ÷ Total number of email addresses in your list]) * 100

    What is considered a good indicator of list growth?

    Your email marketing list has a natural decay rate of approximately 22.5% per year, so now more than ever it’s important to focus on building and maintaining a healthy list of subscribers.

    Therefore, a good indicator of list growth is one that recovers this decline and increases growth for new subscribers.

    How to Increase Your List Growth Rate?
    • Refresh your aging email list with an opt-in campaign.
    • Segment your email lists by customer characteristics.
    • Create unique email content.
    • Encourage subscribers to share and forward your letters.
    • Include a login link in your employees’ signatures.

    10. Email Reading Time

    There may be emails that don’t have a Call to Action (CTA) button or link.

    Such letters can be editorials that expect their audience to read only. The same is true for major updates and privacy alerts. There is a great email metric to measure the effectiveness of such emails.

    Email Read Rate or Email Read Time shows how many of your emails were actually read after they were opened.

    E-mail Reading Time Formula

    Email Read Rate = (Number of emails read ÷ Number of emails opened) * 100

    What is considered a good time to read email?

    The term “read” can mean different things depending on your email program, but in most cases it means that email has been open for at least eight seconds.

    How to increase e-mail reading time?
    • Use short, simple words and short sentences in general email content.
    • Maximum abbreviate adjectives and adverbs .
    • Use segmentation and personalization to create relevant content for your audience persona.
    • Use easy-to-read fonts such as Times New Roman or Arial.
    • Break up your text into different easily digestible chunks.

    11. Overall ROI

    Email marketing is an investment, but it provides the best return of any other digital marketing channel.

    Return on investment (ROI) of your email marketing program is a measure of how much value you get from the amount you spend.

    Formula for calculating the total profitability of investment

    The total profitability of investment = [($ in additional sales of $ $ invested in the campaign) $ 3, 100


    There are various approaches to the calculation of investment payback in the Campania by email, depending on your business.

    You should be able to calculate the ROI for email marketing just like you would for other marketing channels.

    One of the best strategies is to assign different values ​​to different types of leads, based on their likelihood of earning revenue, and then compare the individual and total ROI.

    via GIPHY

    12. Revenue Per Email (RPE)

    Revenue Per Email (RPE) measures the monetary value of each email you send.

    You can accurately predict the average email revenue in the coming months if you calculate it for different types of emails.

    RPE Formula

    Revenue Per Email = Revenue Received ÷ Number of Emails Delivered

    13. Revenue Per Subscriber (RPS)

    Like RPE, RPS defines monetary value , associated with every subscriber. This is also a comparison metric in which all active subscribers, those who received an email, and even those who did not, are included in determining the revenue associated with each subscriber.

    This value is then compared with the average value over a certain period of time, for example the previous month, quarter or even year.

    Give an alarm if the calculated value is less than the average.

    Formula To Calculate RPS

    Revenue Per Subscriber = Revenue Received ÷ Number of Active Subscribers

    How To Increase Your Overall ROI, RPE And RPS?
    • Divide your email lists into segments, then send personalized emails for each segment.
    • Focus on deliverability and avoid words that can turn your email into spam.
    • Send email on the best days and times according to industry standards. Also, do not forget about the geographical difference in time.
    • Optimize your emails with a responsive design for mobile devices.
    • Add a variety of content to the body of the letter for example, videos, images, GIFs, etc.

    14. Error Rate

    This metric measures the number of errors ranging from broken links to grammatical errors, from personalization errors to automation errors.

    A high error rate requires fast optimization of the quality control process.

    Error Rate Formula

    Error Rate = (Monthly number of emails sent with error ÷ Monthly number of emails sent) x 100

    Debriefing 💁‍♂️

    Without tracking most of these 14 email marketing metrics, it will be difficult for you to accurately measure your efforts and you will be in a state of perpetual uncertainty about how to improve your email campaigns.

    Data from each of these metrics will help you improve your emails which will go a long way in helping you become a seasoned marketer.

    Therefore, invest time and effort in these metrics and KPIs , to take corrective action and assemble a team to improve email campaign results.

    The link has been copied!

    Anatomy of an email that everyone wants to read.

    The Anatomy of an Email

    There are 3 main sections that add to the anatomy of an email. Get each area correct how to follow the guide to beat the video game; it’s a linear process and if you get someone’s part wrong, then there are chances that you won’t be able to get to the next level.

    Here is a typical email structure:

    • Message header
    • Email body
    • Footer/email signature

    Or as we prefer to call the same sections:

    • Persuade your client to reveal their email address
    • Convince your customer that they are in need of your product/service
    • Persuade your customer make a purchase/make contact/make contact/make goodbye

    Follow our email design mantra and you can’t go wrong: Open them, get them interested, and make them click.
    If you focus on each of these critical areas, your email will have the best chance of doing the job it was created to do.

    So, without further ado, let’s take a closer look at the critical factors that drive sales and conversions – welcome to Bouncer’s Complete Guide How to Design an Email.

    Headline or “Convince a customer to open your email”.

    Subject line

    This is your best chance to convince email customers to open your message. So, your subject line should be personal site , charming , relevant website , brief and had sense of urgency . This should let them know that you have something that they want or need.

    Now that all the elements fit into 7 words or less than 130 characters, the real creativity begins.

    What you should do:

    • Use energetic and exciting copy – Terms such as “discover”, “earn” and “grow” suggest success and create intrigue and desire.
    • Personalize – If you can do it (and you should), personalizing a great email subject line has been shown to make recipients more likely to open your emails.

    Things you shouldn’t do:

    • Do not use spam words, phrases, etc. – Anything that spam watchers don’t like will increase your chances of not even getting into your inbox. Don’t use words like free, win, coupon, or urgent, and try to use a friendly tone.
    • Do not use bad grammar or excessive punctuation. (especially exclamation marks). And don’t write copy that doesn’t make sense, just try to stay within the recommended 7 word or 130 character limit.


    The preheader or snippet is the first few words of the opening line of your message in the body of the email. Too many senders miss this opportunity by posting an unsubscribe link or legal information.

    Creative design can help mask those few words at the top of your letter so they don’t interfere with the attractive look of your body. This is a great opportunity to back up the email subject line and make another strong argument that the recipient really needs to open the email and find out more.

    Send on behalf of

    This is all about building trust. Your “from” name must look like a person’s name, and you must include your brand. It is an absolute must that your recipient knows at a glance exactly who is sending him an email.

    If the “Company Name” field says “Sue Jones”, you will feel as if you are contacting a person from a company you recognize – instead of a stranger or a barb on any old corporate computer.

    Think about who ultimately gets the answers and consider sending your email from them. After all, they are the ones who will answer the questions.

    Some companies have found that sending from the CEO gets the best response; for others, it’s sales or leading team members. That’s all that works for you. Just make sure it works.

    Reply to

    The robotic sound of [email protected] or [email protected] makes recipients feel like they’re part of a process instead of part of a relationship. Consider both parts of an email address: how does [email protected] sound compared to [email protected] or [email protected]?

    One more thing about your reply to an address, make sure the recipients can reply to them and if they do reply they will get a reply. In large-scale campaigns, the answers are easily lost, and with them the opportunities they bring.

    Footer, or “Convince your customer to make a purchase / get in touch / stay in touch / say goodbye.”

    Contact details

    Not only do you need all your traditional contact details here to get in touch with the right department as easily as possible, but you also need to include all of your business’s social media.

    Social media buttons generate a high number of clicks and also promote another marketing stream.

    Subscription information

    Your recipients will appreciate being able to choose how many messages they receive each week. You don’t want to annoy them, so don’t.

    Try not to think of this as a missed opportunity by reducing the amount of marketing you send them but building better relationships.

    Relationships lead to trust, interest and ultimately sales.


    We constantly emphasize the importance of a clean email list, that the unsubscribe link is your friend, not your enemy.

    It’s much better to lose contact in a healthy way, instead of having them regularly send you to the junk folder, create complaints, and ruin the email sender’s reputation.

    Body or “Convince your customer that they need your product/service.”

    Keep everything clean and tidy

    Don’t confuse your customers. Entertain them, sure, but don’t overwhelm them, and keep your message ultra-clear.

    What are you trying to achieve by sending them this letter? Focus on that and don’t dilute your message by trying to cram too many other, less important elements into it.

    Be sure to optimize for desktop and mobile, obviously let each section of your message breathe, and use images to break up your copy and highlight the point – just don’t overdo it.

    Personalization makes prizes

    Even if we all understand that the letter was created not only for us, but for thousands of recipients from the list, psychologically we still react to personalized letters.

    Don’t ask me to explain how the human subconscious works – just accept that giving the recipient’s name increases the reader’s attention and your chances of a response.

    Turn your call to action into a magnet

    Make your call to action impossible to miss. If you can make it unthinkable not to click on it, then your job here is done. This is the most important part of completing the email conversion journey. Whatever you do, don’t hide it in the shadows.

    Not only does it mean making it huge and vibrant in its palette, but also eye-catching as it will enhance your customers’ lifestyle – that’s what makes your product – and your call to action – irresistible.

    Footer, or “Convince your customer to make a purchase / get in touch / stay in touch / say goodbye.

    Contact details

    Not only should you have all the traditional contact details and the most important information here to make it as easy as possible to contact the right department, but also all the social networks of your company.

    Social media buttons generate a high number of clicks and also promote another marketing stream.

    Subscription information

    Your recipients will appreciate being able to choose how many messages they receive each week. You don’t want to annoy them, so don’t.

    Try not to think of this as a missed opportunity by reducing the amount of marketing you send them but building better relationships.

    Relationships lead to trust, interest and ultimately sales.


    We constantly emphasize the importance of a clean email list, that the unsubscribe link is your friend, not your enemy.

    It’s far better to lose contact in a healthy way, instead of regularly sending you to your junk folder, creating complaints and damaging your email reputation.