EVALUATING YOUR
EMAIL BLASTS WITH
EMAIL METRICS
Jason Zanon,
Senior Support
Specialist
By the conclusion of this training, you will be
able to:
• Understand/explain open rates, click-through
rates, and convers...
Key Metrics
• Open and Click-Through Rates
• Conversion Rates
• Querying individual supporters based on their
email intera...
Key Metrics
• Open and Click-Through Rates
• Conversion Rates
• Querying individual supporters based on their
email intera...
Email Metrics: Definitions
𝑶𝑷𝑬𝑵 𝑹𝑨𝑻𝑬 = 𝟏𝟎𝟎 ∗ (
𝑬𝒎𝒂𝒊𝒍𝒔 𝑶𝒑𝒆𝒏𝒆𝒅
𝑻𝒐𝒕𝒂𝒍 𝑬𝒎𝒂𝒊𝒍𝒔
)
𝑪𝑳𝑰𝑪𝑲 𝑷𝑪𝑻 = 𝟏𝟎𝟎 ∗ (
𝑬𝒎𝒂𝒊𝒍𝒔 𝑪𝒍𝒊𝒄𝒌𝒆𝒅
𝑻𝒐𝒕𝒂𝒍 𝑬𝒎𝒂𝒊𝒍...
Points of comparison
• Your history of previous similar blasts
o (Is it really similar?)
• Industry benchmarks
Image (cc) ...
Points of comparison
• Your history of previous similar blasts
o (Is it really similar?)
• Industry benchmarks
o Annual M+...
Email Metrics: How do they work?
• Opens are captured via an invisible image Salsa inserts into your
HTML email. When the ...
Email Metrics: How do they work?
Recorded opens or clicks define one of four mutually exclusive
statuses for every support...
Rate Stats by List Subset
Rate Stats by List Subset
Key Metrics
• Open and Click-Through Rates
• Conversion Rates
• Querying individual supporters based on their
email intera...
Conversion Rates
Email Metrics: How do they work?
• Opens are captured via an invisible image Salsa inserts into your
HTML email. When the ...
Key Metrics
• Open and Click-Through Rates
• Conversion Rates
• Querying individual supporters based on their
email intera...
Queries: Finding the Folks You Emailed
Queries: Differentiating Engagement
Key Metrics
• Open and Click-Through Rates
• Conversion Rates
• Querying individual supporters based on their
email intera...
Performance Enhancement I
CONTENT
IS
Performance Enhancement II
Get yourself here
• Be rigorous about list-building
• Set up an SPF record
o http://tinyurl.com...
Performance Enhancement III
(A few tips)
Performance Enhancement III
• Test, Test, Test
• Cheat code: subscribe to the lists of some major emailers and
crib what t...
Performance Enhancement IV
The job of the Landing Page is to earn the Conversion
The job of the Content is to earn the Cli...
CONTACT INFO
Read, learn, discuss – help.salsalabs.com
Training & Learning Team – training@salsalabs.com
Salsa Support – s...
THANK YOU!
Evaluating your email blasts with email metrics
Evaluating your email blasts with email metrics
Evaluating your email blasts with email metrics
Evaluating your email blasts with email metrics
Evaluating your email blasts with email metrics
Evaluating your email blasts with email metrics
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Evaluating your email blasts with email metrics

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Email marketing is the perfect tool to grow your supporter base and website traffic, but first recipients have to open the emails and click on the links, and take action. Explore concrete strategies to measure and improve email effectiveness.

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Evaluating your email blasts with email metrics

  1. 1. EVALUATING YOUR EMAIL BLASTS WITH EMAIL METRICS Jason Zanon, Senior Support Specialist
  2. 2. By the conclusion of this training, you will be able to: • Understand/explain open rates, click-through rates, and conversion rates • Find and make use of these metrics in your Salsa headquarters • Evaluate the performance of your email blasts • Identify strategies to improve your emails’ performance Learning Objectives
  3. 3. Key Metrics • Open and Click-Through Rates • Conversion Rates • Querying individual supporters based on their email interactions. • Strategies for Improving Email Performance.
  4. 4. Key Metrics • Open and Click-Through Rates • Conversion Rates • Querying individual supporters based on their email interactions. • Strategies for Improving Email Performance.
  5. 5. Email Metrics: Definitions 𝑶𝑷𝑬𝑵 𝑹𝑨𝑻𝑬 = 𝟏𝟎𝟎 ∗ ( 𝑬𝒎𝒂𝒊𝒍𝒔 𝑶𝒑𝒆𝒏𝒆𝒅 𝑻𝒐𝒕𝒂𝒍 𝑬𝒎𝒂𝒊𝒍𝒔 ) 𝑪𝑳𝑰𝑪𝑲 𝑷𝑪𝑻 = 𝟏𝟎𝟎 ∗ ( 𝑬𝒎𝒂𝒊𝒍𝒔 𝑪𝒍𝒊𝒄𝒌𝒆𝒅 𝑻𝒐𝒕𝒂𝒍 𝑬𝒎𝒂𝒊𝒍𝒔 ) 𝟏𝟎𝟎 ∗ ( 𝟓𝟓𝟓𝟎 𝟐𝟔𝟖𝟏𝟔 ) = 20.7% 𝟏𝟎𝟎 ∗ ( 𝟐𝟗𝟔𝟑 𝟐𝟔𝟖𝟏𝟔 ) = 11.0%
  6. 6. Points of comparison • Your history of previous similar blasts o (Is it really similar?) • Industry benchmarks Image (cc) thebusybrain http://tinyurl.com/na4ubbh
  7. 7. Points of comparison • Your history of previous similar blasts o (Is it really similar?) • Industry benchmarks o Annual M+R Nonprofits Benchmark study: http://www.mrbenchmarks.com/
  8. 8. Email Metrics: How do they work? • Opens are captured via an invisible image Salsa inserts into your HTML email. When the image is loaded, it pings our server. • No open stats for text-only emails • No opens when the reader has images suppressed • Click Throughs are captured by Salsa routing your links through Salsa tracking urls
  9. 9. Email Metrics: How do they work? Recorded opens or clicks define one of four mutually exclusive statuses for every supporter who received the email. • Send Failed • “The email address is so malformed, we couldn’t even launch it.” • Sent • The baseline. • “Non-openers” … sort of. • Sent and Opened • Sent and Clicked
  10. 10. Rate Stats by List Subset
  11. 11. Rate Stats by List Subset
  12. 12. Key Metrics • Open and Click-Through Rates • Conversion Rates • Querying individual supporters based on their email interactions. • Strategies for Improving Email Performance.
  13. 13. Conversion Rates
  14. 14. Email Metrics: How do they work? • Opens are captured via an invisible image Salsa inserts into your HTML email. When the image is loaded, it pings our server. • No open stats for text-only emails • No opens when the reader has images suppressed • Click Throughs are captured by Salsa routing your links through Salsa tracking urls • Conversions are captured by a tag Salsa applies when a supporter clicks straight to a Salsa page and submits the page’s form
  15. 15. Key Metrics • Open and Click-Through Rates • Conversion Rates • Querying individual supporters based on their email interactions. • Strategies for Improving Email Performance.
  16. 16. Queries: Finding the Folks You Emailed
  17. 17. Queries: Differentiating Engagement
  18. 18. Key Metrics • Open and Click-Through Rates • Conversion Rates • Querying individual supporters based on their email interactions. • Strategies for Improving Email Performance.
  19. 19. Performance Enhancement I CONTENT IS
  20. 20. Performance Enhancement II Get yourself here • Be rigorous about list-building • Set up an SPF record o http://tinyurl.com/spf-salsa • Use a consistent “from” email … o … that’s not a free webmail service like @gmail.com or @yahoo.com • “Emailing in a Spammy World” • http://tinyurl.com/spammy-world
  21. 21. Performance Enhancement III (A few tips)
  22. 22. Performance Enhancement III • Test, Test, Test • Cheat code: subscribe to the lists of some major emailers and crib what they’re doing • Weekdays > Weekends • Holidays are rough (except when they’re not) • Mornings > Afternoons. • Surprisingly early mornings may be best of all! • Clean, concise content • Plenty of white space • One clear ask • Graphics/images few, emotionally compelling, and severable
  23. 23. Performance Enhancement IV The job of the Landing Page is to earn the Conversion The job of the Content is to earn the Click The job of the Subject Line is to earn the Open
  24. 24. CONTACT INFO Read, learn, discuss – help.salsalabs.com Training & Learning Team – training@salsalabs.com Salsa Support – support@salsalabs.com
  25. 25. THANK YOU!

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