Compared to other types of internet marketing, email marketing seems like one of the easiest. A lot of beginner email marketers think that you just have to get together a list of addresses, throw some content together, send the emails, and you will get some results. The reality of email marketing is that it takes a certain amount of finesse, trial and error, and planning. The only way to understand whether you are
running an effective email marketing campaign is to analyze your reports.
How to analyze email marketing reports varies depending on which service provider you are using. While you could in theory analyze an email marketing campaign without any extra help, it is well worth the investment to pay an email marketing service provider. In addition to giving you analytic tools, the top providers give you other tools like autoresponders, cool opt-in forms, and automation features. Regardless of which provider you choose from email marketing services, make sure that they have great analytics which include:
• Tracking opens
• Tracking clickthroughs
• Tracking downloads
• How much revenue was earned per message sent
• How many people unsubscribed
We personally like AWeber’s email marketing metrics best because they come in easy-to-read graph forms and also some other user-friendly layouts. But, even with the most beautiful layouts, it can be difficult to understand what all this information means and how to apply it to your future email marketing campaigns.
The first thing you need to be looking at is your opens. There are two main things that the number of opens will tell you. First, whether your email campaigns are getting sent to spam folders. If you have very low opens, this could be the case and you need to change the format of your emails so they don’t appear as spam to filters. Secondly, the amount of opens tells you how effective your subject line is.
Clickthroughs are really important because they are indicators of how many people are actually reading your emails. It is very important to look at exactly what links are being clicked and where they are located in the email. If only the links at the start of your emails are being clicked, then it could be a sign that your emails are too long or boring.
Not enough people pay attention to the amount of revenue earned per email marketing campaign, particularly because they view email marketing as a very cheap form of internet marketing. Still, it is 
important to have an idea of how much revenue your emails are getting you and to focus on ways of increasing that with each successive campaign. If your revenue jumps up or down, analyze what was different about those specific campaigns.
One of the most important factors for email marketing is analyzing how many people unsubscribe. It is normal that you are going to get a good percentage of opt outs with each campaign. However, you have a problem if you are having more opt outs than opt ins. There are two main reasons why someone opts out: too many emails or boring/useless emails. Make sure that you adjust your email marketing campaign according to these metrics.