The most relevant metrics in B2B are deliverability rate, open rate, click-through rate, conversion rate, and, above all, the number of sales conversations generated. Unsubscribes and spam complaints are critical indicators of channel health that should never be ignored.

Each campaign should be analyzed individually after sending, and the overall strategy should be reviewed monthly. A more in-depth quarterly analysis allows for the identification of trends and adjustments to the strategic direction with a broader perspective.

Open rates vary significantly depending on the sector, the size of the customer base, and the type of campaign, but in B2B, an open rate between 20% and 35% is considered healthy. The most relevant factor is not the absolute number, but rather its evolution over time and its comparison with previous campaigns of the same type.

A/B testing involves sending two versions of the same email with a specific variation—the subject line, the CTA, the design—to similar groups of contacts to identify which one performs better. It’s the most effective way to make optimization decisions based on real data rather than opinions.

A high bounce rate—especially hard bounces, meaning emails that don’t exist—damages the sender’s domain reputation and reduces the deliverability of all subsequent mailings. That’s why regular database cleanup and bounce analysis are fundamental parts of metrics analysis.

It always includes actionable recommendations. A report with data but no interpretation or next steps doesn’t add real value to the business. Every report ends with specific, prioritized actions for the next period, so the team knows exactly what to adjust and why.