You developed personas, segmented your email list, personalized your marketing messages, and designed a beautiful campaign. Now, as the campaign lands in your recipients’ inboxes, the statistics start racking up. The bounce rate generally calculates first, followed by your opens and click-through rate. These numbers continue to update as the next few hours pass. In a small business you wear many hats, and most small business owners don’t have the resources to spend hours analyzing each percentage and learning how to improve them in the next campaign. For companies lucky enough to have a dedicated email marketer, or ones that can afford to hire an agency, it’s still important for other interested parties—the owner and salespeople, for example—to understand the most basic email marketing statistics.