Maciej Ossowski                       Director of EducationLondon, 21 Nov. 2012   Implix / GetResponse
Measure your  success!
Open rate (OR)Indicates how many opens the emails Open rate is important, but not preciseAverage open rate in the UK: 18.35%
Subject line• the shorter, the better (45-51 characters)• questions can boos results• should URGE to action• shouldn’t rev...
FROM field• brief, recognizable, customer-friendly• shouldn’t be changed frequently• B2C: use the company name in the FROM...
Snippet – your extra space
Email doesn’t have to be opened to sell!
Think about the REACH of       newsletters!
Email marketing has „a long tail”
Click-thru rate        (CTR)Indicates how many clicks an email averaged Click-thru rate is important and 100% precise     ...
Click-to-open rate      (CTOR)• Measures the effectiveness of a call to  action• Number of unique clicks divided by unique...
List Churn Rate            (CR)•   60%: sales content•   40%: „pure content” (education)•   Average opt-out rate: 0.15%•  ...
Bounce rate           (BR)• Soft bounces (mailbox full, temporary  issues with receiving server)• Hard bounces (blocked, o...
Complaint rate•   Can hurt your deliverability!•   Might be reported via a Feedback Loop•   Decreases your reputation•   I...
Reporting: opens, clicks, bounces, opt-outs, conversions,                     spam complaints
Open rates & click-thrus: performance comparison, hourly data
Social Sharing Stats: check how many people share        your newsletters in social networks
test 5 variables of thesame email creativeanalysis of the mosteffective subject line,banner and call to actionautomatic...
Thank you!Mac OssowskiDirector of EducationImplix / GetResponseGetResponse.pl     maciej.ossowski@ implix.com      twitter...
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
Email metrics
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Email metrics

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Email Marketing Best Practices

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Email metrics

  1. 1. Maciej Ossowski Director of EducationLondon, 21 Nov. 2012 Implix / GetResponse
  2. 2. Measure your success!
  3. 3. Open rate (OR)Indicates how many opens the emails Open rate is important, but not preciseAverage open rate in the UK: 18.35%
  4. 4. Subject line• the shorter, the better (45-51 characters)• questions can boos results• should URGE to action• shouldn’t reveal the entire offer• subject line = trailer• can’t be tricky or misleading!• repeat the sender’s name for better results
  5. 5. FROM field• brief, recognizable, customer-friendly• shouldn’t be changed frequently• B2C: use the company name in the FROM field• B2B: add the sender’s name• avoid vague names like „newsletter”, „admin”, „notification”
  6. 6. Snippet – your extra space
  7. 7. Email doesn’t have to be opened to sell!
  8. 8. Think about the REACH of newsletters!
  9. 9. Email marketing has „a long tail”
  10. 10. Click-thru rate (CTR)Indicates how many clicks an email averaged Click-thru rate is important and 100% precise Average CTR in the UK: 2.95%
  11. 11. Click-to-open rate (CTOR)• Measures the effectiveness of a call to action• Number of unique clicks divided by unique opens and multiplied by 100• Tells you about the relevancy of content• Average CTOR in the UK: 15.32%
  12. 12. List Churn Rate (CR)• 60%: sales content• 40%: „pure content” (education)• Average opt-out rate: 0.15%• List churn: irrelevant content, too high a frequency, list fatigue, lack of trust
  13. 13. Bounce rate (BR)• Soft bounces (mailbox full, temporary issues with receiving server)• Hard bounces (blocked, other)• User-unknown bounces• Soft bounce rate: 1-2%• Hard bounce rate: 2-3%
  14. 14. Complaint rate• Can hurt your deliverability!• Might be reported via a Feedback Loop• Decreases your reputation• Is always evaluated• Mustn’t exceed 0.2%
  15. 15. Reporting: opens, clicks, bounces, opt-outs, conversions, spam complaints
  16. 16. Open rates & click-thrus: performance comparison, hourly data
  17. 17. Social Sharing Stats: check how many people share your newsletters in social networks
  18. 18. test 5 variables of thesame email creativeanalysis of the mosteffective subject line,banner and call to actionautomatic selection ofthe best performingcreative and deployment tothe remaining part of thelist
  19. 19. Thank you!Mac OssowskiDirector of EducationImplix / GetResponseGetResponse.pl maciej.ossowski@ implix.com twitter.com/maciej_ossowski facebook.com/maciej.ossowski linkedin.com/in/maciejossowski

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