Email Marketing Best Practices and Measurement

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Some best practices in email marketing and how to measure a successful email program. Includes campaign tagging, building trended analysis, and email reputation troubleshooting. Email segmentation …

Some best practices in email marketing and how to measure a successful email program. Includes campaign tagging, building trended analysis, and email reputation troubleshooting. Email segmentation mentioned briefly as a best practice.

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  • 1. EMAIL MEASUREMENT Boot Camp: Week 3
  • 2. What We’ll Cover • Email best practices • Timing • Content • Opts • Key metrics and calculations • PTTP • Set-up • Measurement • Reputation • Homework 2
  • 3. 3
  • 4. 4
  • 5. Email: Best Practices 5
  • 6. Best practices in email Did you know? • 90% of all emails opened are opened within the first 72 hours. • The tenure of a person on your email list has a direct correlation with open and click rates*: • Open rates: • 0 to 30 days: 20.8% open rate • 60 to 90 days: 20.8% open rate • 270 to 360 days: 19.2% open rate • Click rates: • 0 to 30 days: 8.2% click rate • 60 to 90 days: 4.7% click rate • 270 to 360 days: 4.8% click rate • This indicates that most open activity will remain steady early in the tenure of the relationship, but click activity wanes after 60 days. *on low-segmented email campaigns, from Marketing Sherpa 2007 Email Lab Study 6
  • 7. Introduction to your brand Strong Welcome = ROI • Your welcome email is your first impression on a new enrollee. • Open rates are almost 3 times higher than other email communications • Click rates are over 4 times higher than other email communications • Additionally, real-time welcomes are significantly more profitable than “bulk” or “batch” welcome emails: • Real-time welcomes have over 2x the revenue per email when an offer is included • Real-time welcomes are almost 8x more revenue per email than bulk welcomes with an offer, and 4x more revenue without an offer 7
  • 8. Keeping email simple Less clutter = higher clicks • Click through rates decline dramatically based upon how many calls to action are within the email.* • One call to action: • Two calls to action: • Three calls to action: • Four calls to action: • 5+ calls to action: 56% click rate 38% click rate 5% click rate 2% click rate 1% click rate • How many actions or links are in your average newsletter or offer communication? *Source: NextStage Evolution, February 2008 8
  • 9. Know your KPI’s Key metrics and calculations for email Abuse Complaint Number of Abuse complaints for the domain (SPAM complaints) Positive Interaction Rate (PIR) Click throughs minus opt outs, divided by click throughs Click-Through Rate (CTR) Number of email recipients who selected a link in the email divided by total emails delivered. Received Rate (Total Received for Domain / Total Received for the Mailing) X 100 Bounced Total Number of bounced mailing to the domain Bounced Rate (Number Bounced for Domain/Total Sent for domain) X 100 Delivery Rate Emails Delivered divided by Emails sent. Or (Emails Sent Bouncebacks)/Emails Sent. Hard Bounce Undelivered mailings due to an invalid address as per the mail server. Occurs when the bounceback is caused by a permanent error such as an invalid email address, bad domain, etc. HTML Open Rate Number of Unique HTML Opens divided by Total Emails Delivered. Interaction Rate Click throughs divided by opened results Mail Block Number of Mail Blocks for the domain Mailing Restriction Number of Mail Restrictions for the domain Received Total (Total Sent - Total Bounced) Sent Total Number of mailings sent to recipients Sent Rate (Number Sent to Domain / Total Sent for the Mailing) X 100 Soft Bounce Undelivered mailings due to reasons other than invalid address. Occurs when the bounceback is cause by a temporary issue such as when a mailbox is full, "out of office" notifications are being sent, the recipient's mail server is down, etc. Total Bounces Hard and soft bounce totals combined. Total Messages Delivered Total messages sent minus both hard bounces and soft bounces. Unique Click Throughs Number of Unique individuals who selected a link in the email. Clicks on individual links may differ from unique clicks as a Single user can click on multiple links, multiple times. Unique HTML Opens Number of Unique individuals who opened the email message. Open Rate Emails Opened divided by Emails Sent Positive Communication Rate (PCR) Opened emails minus opt outs, divided by opened results 9
  • 10. EMAIL METRICS Three things to know 10
  • 11. Know how to measure • Incoming web traffic • Trends • Reputation issues 11
  • 12. Email Set-Up • Any links in your email that you want to track on your website must be properly tagged. 12
  • 13. Google URL Builder • Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google Campaign Medium (utm_medium) • Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc Campaign Term (utm_term) • Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign Content (utm_content) • Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) • Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale • http://www.targetbase.com/?utm_source=TestEmail1&utm_medium=email&utm_term=blue%2Bteam&utm_campaign =Boot%2BCamp 13
  • 14. Email reporting / analysis 14
  • 15. Email Reporting / Analysis • Process: Get the data and go look at it • Tool: Varies by client… usually either: • Mail Chimp • Silverpop • Unica Campaign • ExactTarget • Neolane • Technique: Examine standard email metrics and look at trends for similar email types. • This is especially important for email campaign reports – do not look at them in a vacuum! 15
  • 16. Campaign View Only is Incomplete Subject Line: Delivery Date/Time: Overall Stats Total Recipients: Successful Deliveries: Bounces: Times Forwarded: Forwarded Opens: Recipients Who Opened: Total Opens: Last Open Date: Recipients Who Clicked: Total Clicks: Last Click Date: Total Unsubs: Total Abuse Complaints: Times Liked on Facebook: A Special Offer - 2nd Test 5/4/2011 11:25 83 82 1 (1.2%) 0 0 16 (19.5%) 30 7/19/11 8:06AM 5 (6.1%) 5 5/5/11 8:42AM 0 0 0 16
  • 17. Trends Give Context and Insight Email Summary 2010 60% 3,000 50% 2,500 40% 2,000 30% 1,500 20% 1,000 10% 500 0% 0 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 800 981 1669 1948 1444 1565 1311 1729 2126 2541 1770 1739 Open Rate 53.64% 55.73% 51.19% 42.76% 42.79% 42.78% 44.95% 44.26% 41.57% 41.30% 38.93% 43.51% Click Rate 9.38% 5.99% 6.81% 1.68% 0.78% 2.56% 4.55% 5.86% 2.00% 0.32% 4.14% 3.43% INTERACTIon RATE 17.5% 10.7% 13.3% 3.9% 1.8% 6.0% 10.1% 13.2% 4.8% 0.8% 10.6% 7.9% SENT 17
  • 18. And help identify opportunities 18
  • 19. Email troubleshooting 19
  • 20. Reputation Score • If you did all of your QA on the email prior to the blast, and you’re getting bad results, it’s probably something to do with your brand’s email reputation. • This is normal for: • New ESP’s • First time blasts • Cadence too high • List rental / acquisition 20
  • 21. Sender Score 21
  • 22. TrustedSource.org 22
  • 23. Mx blacklist supertool 23
  • 24. Questions? 24