Is This Thing On? Email Stats Final

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"Is This Thing On? intro to email statistics" covers five metrics for email broadcasts and suggests ways to improve each metric.

Open, click and completion rates, list growth and deliverability are covered. Lots of information based on the 2009 eNonprofit Benchmark survey from M+R and NTEN

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  • Is This Thing On? Email Stats Final

    1. 1. Is this thing on? E-mail statistics explained E-mail statistics explained Eric Squair | [email_address] | @ericsquair
    2. 2. Email statistics explained <ul><li>“ 50% of your advertising budget is wasted. You just don't know which 50%” </li></ul>~ old (pre-internet) ad industry saying
    3. 3. Email statistics explained
    4. 4. Email statistics explained
    5. 5. Email statistics explained <ul><li>5 Key metrics: </li></ul><ul><li>Open rate </li></ul><ul><li>Click rate </li></ul><ul><li>Completion rate </li></ul><ul><li>List growth </li></ul><ul><li>Deliverability </li></ul>
    6. 6. Email statistics explained <ul><li>Remember: </li></ul><ul><li>Statistics makes sense over time, NOT as absolutes in isolation. </li></ul><ul><li>Set a benchmark and compare your performance over time. </li></ul>
    7. 7. Email statistics explained <ul><li>Remember: </li></ul><ul><li>You can’t get stats from a BCC: get a good email service provider! </li></ul><ul><li>10 000 free emails a month for registered charities with www.verticalresponse.com </li></ul>
    8. 8. Email statistics explained <ul><li>Remember: </li></ul><ul><li>This is invaluable. </li></ul>
    9. 9. Email statistics explained <ul><li>Open rates </li></ul>
    10. 10. Email statistics explained <ul><li>Open rates determined by </li></ul><ul><li>‘From’ line, subject line, and recipients previous experience with your emails. </li></ul><ul><li>This is about establishing trust by always sending quality. </li></ul>
    11. 11. Email statistics explained <ul><li>Questions to ask yourself: </li></ul><ul><li>- Why did people sign up in the first place (and thus what are they expecting from you)? </li></ul><ul><li>- What value is this delivering to your subscribers? </li></ul><ul><li>- What do you know about your audience? </li></ul>
    12. 12. Email statistics explained <ul><li>Three ways to improve </li></ul><ul><li>- split test your subject lines </li></ul>
    13. 13. Email statistics explained <ul><li>3 things to try: </li></ul><ul><li>- split test your subject lines </li></ul><ul><li>- check your ‘From’ line </li></ul><ul><li>- segment your list in meaningful ways </li></ul>
    14. 14. Email statistics explained <ul><li>Email click rates </li></ul>
    15. 15. Email statistics explained <ul><li>Enewsletter click rates </li></ul>
    16. 16. Email statistics explained <ul><li>Click rates </li></ul>
    17. 17. Email statistics explained <ul><li>Three ways to improve: </li></ul><ul><li>1. Clear and Compelling ask </li></ul>
    18. 18. Email statistics explained <ul><li>Three ways to improve: </li></ul><ul><li>1. Clear and Compelling ask </li></ul><ul><li>2. Big Shiny Button </li></ul>
    19. 19. Email statistics explained <ul><li>Three ways to improve: </li></ul><ul><li>1. Clear and Compelling ask </li></ul><ul><li>2. Big Shiny Button </li></ul><ul><li>3. Make your email scannable </li></ul>
    20. 20. Email statistics explained <ul><li>Completion rates </li></ul><ul><li>The rate at which subscribers take the action requested: advocacy, donation, registration, etc. </li></ul>
    21. 21. Email statistics explained <ul><li>Completion rates </li></ul>
    22. 22. Email statistics explained <ul><li>Completion rates </li></ul><ul><li>PERCENT CHANGE IN RESPONSE RATES BY LIST SEGMENT </li></ul>
    23. 23. Email statistics explained <ul><li>Three ways to improve: </li></ul><ul><li>1. Usability studies </li></ul>
    24. 24. Email statistics explained <ul><li>Three ways to improve: </li></ul><ul><li>1. Usability studies </li></ul><ul><li>2. Landing page optimization </li></ul>
    25. 25. Email statistics explained <ul><li>Three ways to improve: </li></ul><ul><li>1. Usability studies </li></ul><ul><li>2. Landing page optimization </li></ul><ul><li>3. Segmentation </li></ul>
    26. 26. Email statistics explained <ul><li>List growth </li></ul><ul><li>= Subscriptions - (hard bounces + unsubscribes) </li></ul>
    27. 27. Email statistics explained <ul><li>List ‘churn’ </li></ul>
    28. 28. Email statistics explained <ul><li>Unsubscribes </li></ul>
    29. 29. Email statistics explained <ul><li>List growth </li></ul>
    30. 30. Email statistics explained <ul><li>Three ways to improve: </li></ul><ul><li>1. Make it easy to subscribe </li></ul>
    31. 31. Email statistics explained <ul><li>Three ways to improve: </li></ul><ul><li>1. Make it easy to subscribe </li></ul><ul><li>2. Online actions, contests (relevant) </li></ul>
    32. 32. Email statistics explained <ul><li>Deliverability </li></ul><ul><li>How well your email gets past spam filters </li></ul>
    33. 33. Email statistics explained <ul><li>Three ways to improve </li></ul><ul><li>1. Use a reputable email service provider </li></ul>
    34. 34. Email statistics explained <ul><li>Three ways to improve </li></ul><ul><li>1. Use a reputable email service provider </li></ul><ul><li>2. Get users to add you to their address book </li></ul>
    35. 35. Email statistics explained <ul><li>Three ways to improve </li></ul><ul><li>1. Use a reputable email service provider </li></ul><ul><li>2. Get users to add you to their address book </li></ul><ul><li>3. Check the format of your emails </li></ul>
    36. 36. Email statistics explained <ul><li>5 Key metrics: </li></ul><ul><li>Open rate </li></ul><ul><li>Click rate </li></ul><ul><li>Completion rate </li></ul><ul><li>List growth </li></ul><ul><li>Deliverability </li></ul>
    37. 37. Email statistics explained <ul><li>Questions? Comments? Complaints? </li></ul><ul><li>[email_address] </li></ul><ul><li>Download this presentation: </li></ul><ul><li>http://eric.squair.ca </li></ul>

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