Beyond open rates — the key metrics that reveal what your competitors are really doing with email.
When most marketers think about email metrics, they think about their own open rates and click rates. But when it comes to competitive intelligence, the metrics that matter are completely different.
You can't see your competitors' open rates, but you can track something more valuable: their behavior. And behavior tells you everything about their strategy.
How many emails does each competitor send per week? Per month? Is that number increasing or decreasing? A sudden spike in frequency often signals a major promotion, product launch, or strategic shift.
Track this metric over time to build a baseline. When a competitor deviates from their norm, that's when you should pay close attention.
What percentage of a competitor's emails are promotional vs. content-driven vs. transactional? A heavy promotional mix suggests they're focused on short-term revenue, while more content signals a brand-building play.
Understanding the mix helps you position your own strategy. If every competitor is sending discounts, a content-first approach might help you stand out.
How often does a competitor run sales? How deep are the discounts? Are they increasing over time? Rising offer velocity can signal inventory issues, competitive pressure, or a race to the bottom.
This metric is particularly valuable during key retail periods. Knowing when competitors typically start their holiday promotions gives you a strategic advantage.
When do competitors send their emails? Day of week, time of day, and proximity to major events all matter. If three competitors all send on Tuesday morning, maybe Wednesday is your opportunity.
Timing data is one of the easiest competitive insights to act on — and one of the most impactful for improving your own performance.
Are competitors using urgency (\"Last chance!\"), curiosity (\"You won't believe...\"), or straightforward messaging? Track which patterns they use most and whether their approach changes over time.
Subject line analysis at scale reveals industry-wide trends that can inform your own copy strategy.
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