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Understanding audience behavior is crucial for managing successful email campaigns. This lesson explores the benefits of analyzing email performance and common metrics that provide insights for optimizing future campaigns. Utilizing email metrics enhances your marketing efforts—for example, as a pet supply shop owner, you can track how many recipients click through to your website or complete calls to action like online purchases using discount codes. This data-driven approach fosters informed decision-making, leading to higher conversion rates and refined future campaigns. The advantages of reviewing email metrics are evident, but it's important to consider the stories and insights these metrics can reveal.