So what do these email stats *mean*?


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Check out the companion powerpoint for Salsa's 12/01 webinar on understanding email statistics.

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So what do these email stats *mean*?

  1. 1. Email StatsWhat are these numbers all about anyway?
  2. 2. • What are the different metrics?• Where can you find the metrics in Salsa?• How do you know your stats are measuring up?• How can you act on your stats?• Q&A
  3. 3. • Simply how many people opened your email (at the very least)• To track, requires users to download a small image from Salsa servers• Supporters who don’t download the image or receive plain-text emails won’t be counted as Opens.• Open numbers and rates can be assumed to be slightly higher.
  4. 4. • How many supporters clicked on one of the links in your email• Easier to track (compared to opens) because each link is uniquely generated for the supporter• Unique links let us do all kinds of fun stuff – domain tracking, seeing the names of everyone who clicked, etc.
  5. 5. • How many supporters took the action in your email (participated in your advocacy action, donated, signed up for an event, filled out survey/questionnaire)• The hardest to track – supporters may come to the page NOT through an email, or they may leave the page and return later without their unique cookie
  6. 6. • Supporters who actively clicked your unsubscribe link• Supporters who did not receive your email due to a variety of reason (we’ll revisit this later)
  7. 7. Here’s a way to visualize the diminishing progression of conversions:
  8. 8. Where can you find the metrics in Salsa?
  9. 9. Summary reportMore here:
  10. 10. Summary report -> Stats by Group Use this feature to breakdown your email blast statistics by a particular group. This will allow you to analyze your list segments to determine your strongest and weakest performing groups.
  11. 11. Blast stats/report/live details Email Blasts dashboard List of Email Blasts Summary Report -> Live Details
  12. 12. Blast stats/report/live detailsGet live statistics on your email blasts here.
  13. 13. Bounces / UnsubsRead more about what happens with bounces andunsubscribeshere:
  14. 14. Opens, click-throughs, conversions In this section you can view the total opens, click-throughs, and conversions of your email blast, as well as the percentages that each metric represents of your totals (e.g. conversion percentage is conversions / opens + unread).
  15. 15. Link trackingCheck this section for a count of the clicks on each of the links included in your email blast.You can then refer back to your email blast to see which URLs solicited the most clicks, anddetermine why any one URL was more popular than another.
  16. 16. Domain BreakdownEntering an email domain (such as,,, etc.) willallow you to review the ‘health’ of each domain with regards to your emailblasts.
  17. 17. How do you know your stats are measuring up?• Look at benchmark data that’s out there: – M+R Strategic Services’ eNonprofit Benchmarks Study ( – Ask other organizations – Google it, ya dingus!• Keep your own statistics, keep them organized, and refer to them constantly. – Apples to apples, oranges to oranges • Be careful to compare similar campaigns
  18. 18. How can you act on your stats?• Analyze – Compare and contrast – Review what went well • Imitation is the sincerest form of flattery, but in online organizing, it’s a necessity. – Brainstorm on what didn’t go well• Tweak – Content • Experiment with length • Tweak your call to actions – Targeting • Micro-target your list by blasting to particular segments – Cut the deadweight • Zombie supporters!