Some reasons to use software to send emails, e.g. with MailChimp:

  • email is relatively cheap (low cost)
  • email is efficient
  • email campaigns offer quick results
  • email campaigns can be targeted
  • email campaigns can be created easily
  • results can be measured easily

Open Rate (OR): % of emails that have been opened

Click Through Rate (CTR): the percentage of receivers that clicks on a link in the email

Click to Open rate (CTOR): percentage of clicks on opened emails: (# clicks / #unique opens) * 100%

Bounce Rate (BR): percentage emails that doesn’t reach it’s recipients and is “bounced” (e.g. because the email address doesn’t exist anymore)