7 growth metrics every ISP should track from email campaigns

TL;DR: Tracking the right email metrics helps ISPs move beyond vanity stats and focus on what drives real business growth: subscriber retention, upsells, and reduced churn. With BroadEngagement’s analytics suite, ISPs gain deep visibility into performance, enabling smarter decisions at every step of the customer journey.

Email is one of the most cost-effective marketing tools available to broadband providers — but only if it’s measured correctly. Too many ISPs focus solely on open rates, missing the bigger picture: how emails contribute to actual business outcomes.

Here are the seven key growth metrics every ISP should track to ensure their campaigns are not just delivered — but delivering results.

1. Conversion Rate

The ultimate measure of success. Whether you’re promoting a new plan, outage recovery, or a service add-on, conversion rate tells you how many subscribers took action.

Example:

• Upgraded their plan
  
• Clicked through to complete a support ticket
  
• Signed up for autopay
  

How BroadEngagement helps: With automated email workflows, you can track conversions by campaign, message, or segment.

2. Click-Through Rate (CTR)

A high CTR means your message resonated. It shows that your offer, design, and call-to-action were strong enough to prompt interaction.

Pro tip: Benchmark CTR by campaign type — upsell emails should outperform maintenance alerts.

Optimization tools available via BroadEngagement’s analytics dashboard make it easy to test and iterate.

3. Subscriber Engagement Over Time

One-off opens are nice, but consistent engagement is a better predictor of loyalty and retention. Look at:

• Monthly active readers
  
• Repeat clickers
  
• Segment-specific trends (e.g., fiber customers vs. DSL)
  

With proper segmentation, you can create more relevant messages and avoid fatigue.

4. Churn Rate After Campaigns

If you’re upselling too aggressively or mistiming outage communications, you’ll see it in subscriber churn. Monitor whether churn rates spike after specific emails or drop when you’re running campaigns tied to customer success.

BroadEngagement users can correlate campaign performance with churn data pulled from billing or CRM integrations, including Calix.

5. Revenue Per Email Sent (RPE)

This growth metric connects email to your bottom line. RPE answers: “How much revenue did each email generate on average?”

Use it to justify campaign investment and decide which types of emails deserve budget and design attention.

Tip: Pair RPE with CTR to identify high-performing campaigns that should be scaled or repurposed.

6. Support Ticket Volume Post-Campaign

Some campaigns reduce support load (e.g., proactive outage updates). Others unintentionally spike it (e.g., unclear upgrade notices).

Tracking support volume after each campaign helps teams optimize both language and timing. With BroadEngagement’s automation platform, you can preempt questions with better email sequences — and avoid overwhelming your support staff.

7. Unsubscribe Rate (and Why It Matters)

A low unsubscribe rate isn’t just about keeping your list clean — it’s a signal of brand trust. If you see unsubscribes climb after certain campaigns, examine:

• Relevance of the message
  
• Frequency of contact
  
• Clarity of the value proposition
  

Use A/B testing and analytics to fine-tune campaigns that walk the line between promotion and overload.

Final Thoughts: Growth Comes from Precision, Not Volume

The best ISPs don’t measure their email program by how many emails they send — but by how effectively each message contributes to subscriber growth and satisfaction.

BroadEngagement helps you focus on the right growth metrics by giving you actionable insights, real-time dashboards, and seamless integration with tools like Calix, Google, and Facebook.

Ready to turn your email program into a growth engine? Request a personalized demo to explore how BroadEngagement tracks and improves the metrics that matter most.

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