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Email Metrics that Drive Conversions
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Béate Vervaecke
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Email Metrics that Drive Conversions
1.
Email Metrics that
matter Béate Vervaecke | e-Zen © e-Zen www.e-zen.be
2.
Online marketing and
communication Specialized in: Email AdWords – Google Qualified Individual Metrics © e-Zen www.e-zen.be
3.
1. Conversion
© e-Zen www.e-zen.be
4.
Why is conversion
important? Reason why you send emails Calculate ROI © e-Zen www.e-zen.be
5.
What are conversions? Sales Traffic
to website Download Fill in a form … © e-Zen www.e-zen.be
6.
How do we
measure conversions? Offline Distinct email address, telephone number, person to ask for, code to mention, … Online Web analytics Tag the links in your e-mails Analyze funnels, conversion, behavior © e-Zen www.e-zen.be
7.
Benchmarks?
? © e-Zen www.e-zen.be
8.
In case of
emergency? Conversion chain: Relation between webpage and e-mail? Smooth ordering process? Briefing salesteam, contact center, … © e-Zen www.e-zen.be
9.
2. Clickthrough
© e-Zen www.e-zen.be
10.
Why is clickthrough
important? Relevancy of the message and offer Attractiveness of the message: Lay-out renders correctly Lay-out is attractive Call-to-actions are prominent © e-Zen www.e-zen.be
11.
How do we
measure clicks? Redirect through emailplatform Unique id per email People can click without having opened © e-Zen www.e-zen.be
12.
Benchmarks? Unique clicks /
sent 3-7% Unique clicks / unique opens 15%-30% Other definitions: Unique clicks / delivered Beware! Uniques % © e-Zen www.e-zen.be
13.
Benchmarks? Sent
1.000 Beware of percentages! Soft bounce 30 Hard bounce 80 % = numerator / denominator Unique opens 180 Total opens 220 Unique clicks 50 Total clicks 70 =(50)/(1000) 5% Unique clicks / total sent =(50)/(1000-30-80) 6% Unique clicks / total delivered =(50)/(180) 28% Unique clicks / unique opened © e-Zen www.e-zen.be
14.
Benchmarks? BEWARE • Industry • Commercial
or newsletter • Segmentation © e-Zen www.e-zen.be
15.
In case of
emergency Relevant offer? Rendering ok? Links are working? Links in text and image? © e-Zen www.e-zen.be
16.
Smart use Clicks /
domain? Learn about best clicking links Clicks on link ‘online version’ Clicks from non opened emails Clickers versus sent: Core of clickers? Dispersed clickers? Longtime non-clickers? © e-Zen www.e-zen.be
17.
3. Delivery rate
/ bouncerate © e-Zen www.e-zen.be
18.
Why is delivery/bounce
rate important? Indication of Email perceived as SPAM? Up-to-date database? © e-Zen www.e-zen.be
19.
What are bounces? Emails
that could not be delivered Temporary: soft bounce • Inbox full / Out of office / Server error / … Permanent: hard bounce • Illegal user: user doesn’t exist • Bad domain: domain doesn’t exist • SPAM •… © e-Zen www.e-zen.be
20.
How is delivery
rate calculated? No standards for bounce categories Depending on implementation by the ISP Unique bounces Bounce rate: Sent emails (Sent emails - unique bounces) Delivery rate: Sent emails © e-Zen www.e-zen.be
21.
Beware
Send emails send Bounced 1 Internet Service Providers Absorbed Spam complaint or whitelist SPAM folder 2 E-mail client Inbox © e-Zen www.e-zen.be
22.
Benchmarks ± 8% soft
and hard © e-Zen www.e-zen.be
23.
In case of
emergency Contact ISP that blocks Clean up database Remove non active receivers © e-Zen www.e-zen.be
24.
4. Open rate
© e-Zen www.e-zen.be
25.
Why is ‘open’
important? Trust in From Attractiveness of Subject Beware! © e-Zen www.e-zen.be
26.
What is an
‘open’? ‘transparant pixel’ Html emails only Blocked images © e-Zen www.e-zen.be
27.
Not opened
© e-Zen www.e-zen.be
28.
Not opened
© e-Zen www.e-zen.be
29.
Opened
© e-Zen www.e-zen.be
30.
Not opened
© e-Zen www.e-zen.be
31.
How is it
calculated? % Unique Denominator? Unique opened Unique opened Delivered emails Sent emails © e-Zen www.e-zen.be
32.
In case of
emergency? What’s in the FROM? What’s in the SUBJECT? Image blocking on the rise => openrates are declining © e-Zen www.e-zen.be
33.
Smart use Open rates
per domain Reveals deliverability / rendering problems Openers versus sent: Core of openers? Dispersed openers? Longtime non openers? Compare open rates over time: indication for attractiveness SUBJECT © e-Zen www.e-zen.be
34.
Benchmarks for opens? ESP
1 (unique open / delivered) BtB 35% - 65% BtC 10% - 38% ESP 2 (unique open / delivered) BtB ± 27% BtC ± 33% © e-Zen www.e-zen.be
35.
Better open rates
for BtoB Recent email addresses Smaller databases © e-Zen www.e-zen.be
36.
Unsubscribes and virals 0,5
% Most just delete Virals Forward through webinterface Measure different IP’s that open the same email © e-Zen www.e-zen.be
37.
Trends Integration with webanalytics Integrate
info about open / click in CRM- system © e-Zen www.e-zen.be
38.
More information? IAB Cookbook http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf beate@e-zen.be
© e-Zen www.e-zen.be
39.
Thank you!
© e-Zen www.e-zen.be
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