Impression

Definition: An impression in email marketing is the number of times an email or popup is viewed or opened by a user. This metric helps marketers gauge how many people have had the opportunity to see their content. Every time an email is opened or a popup is displayed on a website, it counts as one impression. It is a critical metric because it provides insight into the reach of your campaign and helps determine how visible your message is to your target audience.

However, it is important to note that impressions do not necessarily imply engagement; they only measure how many times the content was seen. High impressions indicate strong visibility, while low impressions might suggest that your emails or popups aren’t being seen by enough people, possibly due to deliverability issues or poor timing.

Example: Let’s say you run a holiday campaign with an email that offers a special sale. If you send this email to 2,000 subscribers, and 1,500 open it, you have 1,500 impressions. This means that 1,500 people had the opportunity to see your offer. However, the actual number of people who clicked on the offer or made a purchase would be measured separately as engagement or conversion.