Focusing on open and click through rates leads email marketers to the wrong decisions. We reviewed data from a number of different email marketing programs and found a strong correlation between the number of unique opens over time and revenue. Put more simply, the more people who opened at least one email, the more money these companies made. This in and of itself is not shocking. The notion that more people opening generates more sales is pretty obvious. Seemingly as obvious is the notion that if one open is good, then more than one open per person is better – and it is. Find out more about 'open reach' in this presentation.

1. A NEW WAY
TO MEASURE
EMAIL ENGAGEMENT
@dotMailer

2. EMAIL
MARKETERS

3. ENGAGE
YOUR CUSTOMERS?
WANT TO
OF COURSE
WE DO!

4. WAIT…
WHY?!

5. NO WONDER PEOPLE CALL
‘ENGAGEMENT’
A BUZZWORD

6. YOU MAY
WANT IT
But you can’t measure or
plan for something…
…that’s undefined

7. What IS
EMAIL ENGAGEMENT?
So…

8. Is it?
CTR? Open Rate?
Conversions?

9. Hmm…
These Are Campaign-Based
They’re All About
You +Your Campaign

10. They don’t tell us
HOWTHE RELATIONSHIP
IS GOING…

11. Without being able to tell them
what it is + how it impacts
the bottom line?
How can we tell the budget
holders that we’re spending to
get engagement…

12. In Email
NOW YOU
CAN!

13. PRESENTING
the beautiful simplicity of…
OPEN REACH RATE
% of your mailed data that
opened 1 email a quarter
ENGAGEMENT RATE
% of your database that completed
one of these actions in a quarter
CLICK REACH RATE
% of your mailed data that
clicked on 1 email a quarter
TA DA!

14. IT’S ABOUT TIME

15. Bringing time into the
equation, you can not only see
how the relationship’s going…

16. Now you can finally tell
your boss what
engagement means in
email marketing.

17. YOU CAN START TO
MEASURE IT

18. YOU CAN
PLAN TO WIN

19. BETTER RELATIONSHIPS
MORE ENGAGEMENT

20. Now go ask the Social Media Managers
HOW DO YOU DEFINE ENGAGEMENT?

21. @dotMailer
TWEET THIS!
www.dotmailer.co.uk