• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
E-mail Metrics That Matter by Joe Scharf [Metrics Marketing Bootcamp]
 

E-mail Metrics That Matter by Joe Scharf [Metrics Marketing Bootcamp]

on

  • 965 views

An overview of e-mail metrics that matter from Joe Scharf of SendGrid.

An overview of e-mail metrics that matter from Joe Scharf of SendGrid.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

Statistics

Views

Total Views
965
Views on SlideShare
965
Embed Views
0

Actions

Likes
0
Downloads
11
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Baselines: Affected by many factors including list / content / industry. Results may vary
  • Return path certification - enables images at some ISPs
  • DNSBL: clicktrack domain - MailChimp list-manage.com & URIBL Grey
  • DNSBL: clicktrack domain - MailChimp list-manage.com & URIBL Grey
  • ISP resources = bandwidth and processing

E-mail Metrics That Matter by Joe Scharf [Metrics Marketing Bootcamp] E-mail Metrics That Matter by Joe Scharf [Metrics Marketing Bootcamp] Presentation Transcript

  • Email Metrics that MatterJoe Scharf, Director of Operations & Services@ SendGrid
  • Session Agenda
    Email Metrics Explained
    Deliverability
    Understanding Reputation
    Joe
  • Email Metrics
    Requests
    What you sent us
    aka List size
    Delivered
    ISP accepted
    What does this mean?
    Understanding the spread
    Delivered / Requests
    Baselines
    • Great: > 95%
    • Good: 80 – 95%
    • Poor: < 80%
  • Email Metrics: Opens
    Unique vs. Total
    How does Open Tracking work?
    Web beacon / Tracking pixel
    Caveats
    Images must be displayed in mail client
    Return Path certification can help!
    <imgsrc=3D"http://email.sendgrid.com/wf/open?rp=3DlVOWF1LnCQmiTS%2FiAQGuxVL8CgpeZdxELB1IJuBXRwTw%2B5x1E2B1XNrvfP%2FPo98A&amp;u3DpXSqrS_HQ36gIqlbzXiA=MA%2Foo0.gif" alt=3D"">
    Opens / Delivered
    Baselines
    • Great: > 30%
    • Good: 15 – 30 %
    • Poor: < 15%
  • Email Metrics: Clicks
    Unique vs. Total
    How does Click Tracking work?
    Replace all URLs with encoded URL
    Click is recorded and redirected
    Caveats
    DNSBL of click-track domain
    Whitelabel will help here
    http://email.sendgrid.com/wf/click?c=aTUWUy5ZA7hw3ZBeke8fTpbgS0mwk%2BrNwJXIfq4akWQ%3D&rp=lVOWF1LnCQmiTS%2FiAQGuxVL8CgpeZdxELB1IJuBXRwTw%2B5x1E2B1XNrvfP%2FPo98A&u=pXSqrS_HQ36gIqlbzXiAMA%2Fh0
    Clicks / Delivered
    Baselines
    • Great: > 15%
    • Good: 5 – 15%
    • Poor: < 5%
  • Email Metrics: Subscription
    New Subscribers
    Unsubscribes
    CAN-SPAM Compliance
    Prevent deception
    Identify Sender
    Provide and honor opt-out
    Better than spam report
    Unsubs. / Delivered
    Baselines
    • Great: < 1%
    • Good: 1-3%
    • Poor: > 3%
  • Email Metrics: Bounces
    Hard bounce
    Address does not exist
    Soft bounce
    Mailbox full
    Deferral / Rate limiting
    Retried for three days
    Bounces
    Uses ISP resources, with no benefit
    Chronic bouncing can hurt reputation
    Bounces / Requests
    Baselines
    • Great: < 2%
    • Good: 2 - 5 %
    • Poor: > 5%
  • Email Metrics: Spam Reports
    Recipient clicks spam button
    ISP measurement often higher
    How it works:
    Feedback loops (FBL)
    Pre-registered abuse reporting address with ISPs
    Caveats
    Sometimes recipients will use this regardless of unsubscribe link
    Spam / Requests
    Baselines
    • Great: < 0.5%
    • Good: 0.5 - 1%
    • Poor: > 1%
  • Email Metrics: Request-Delivered Spread
    My requests are so high, but delivered so low
    (repeat) Bounce rate
    (repeat) Spam Reports
    Deferrals & Throttling
    New content, new IP: warmup
    First line of defense before spam folder
    Rate limiting
    Can hurt reputation if not heeded
  • Deliverability: Common Issues
    When sending html, you must send text
    Image to text ratio
    Your list is a problem
    Opt-in? Does it matter?
    Everyone has an opt-in list
    How can you prove it
    What does this even mean?
    Temporal opt-in
    How old are the “opt-in” addresses on your list?
    When was the last time you touched them?
  • Deliverability: Engagement
    Content is out, Engagement is in
    ISPs monitoring abandoned email accounts
    Why bother sending if nobody is listening?
    Spamtrap vs. Honeypot
    Keep track of your user engagement
    Interaction with your service
    Clicks and opens
    Segment accordingly
  • Sending Reputation
    IP-based Reputation
    Return Path Sender Score
    http://senderscore.org
    Cisco IronPort Sender Base
    http://senderbase.org
    Blacklists
    Not all created equal
    Add/removal policies & who is referencing?
    http://multirbl.valli.org/lookup/
    Goodbye IPv4
    Transition to domain-based reputation
  • Thank You!
    Joe Scharf
    @JoeScharf
    joe@sendgrid.com