In B2B email marketing, experts and marketers agree that focusing solely on open and click rates provides an incomplete picture of campaign success. While a 50% open rate is generally seen as positive, open rates are often unreliable due to tracking inaccuracies and can be affected by bot filtering. It's more valuable to monitor open rate trends over time rather than individual campaign metrics. Optimal B2B open rates typically range from 15% to 25%, with click-through rates between 1% and 5%, though these vary by industry. Key metrics to consider beyond open and click rates include Customer Lifetime Value (CLTV), conversion rates, Return on Investment (ROI), lead generation, qualified leads, Customer Acquisition Cost (CAC), inbox placement rate, spam complaint rate, and domain reputation. Improving engagement involves segmentation, personalization, relevant content, and encouraging direct replies. Analyzing email client usage, read time, and device usage can help optimize rendering and content. Integrating email marketing with Google Analytics allows for tracking website behavior post-click. It's vital to ensure email accessibility and proper rendering across devices. Automating email marketing reporting helps provide a consistent overview, and defining success requires aligning metrics with overall business objectives, such as booked demos and received RFPs.