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Email Metrics That Matter Barcamp Dec07
- 2. Online marketing and communication
Specialized in:
Email
AdWords – Google Qualified Individual
Metrics
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- 4. Why is conversion important?
Reason why you send emails
Calculate ROI
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- 6. How do we measure
conversions?
Offline
Distinct email address, telephone number,
person to ask for, code to mention, …
Online
Web analytics
Tag the links in your e-mails
Analyze funnels, conversion, behavior
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- 8. In case of emergency?
Conversion chain:
Relation between webpage and e-mail?
Smooth ordering process?
Briefing salesteam, contact center, …
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- 10. Why is clickthrough important?
Relevancy of the message and offer
Attractiveness of the message:
Lay-out renders correctly
Lay-out is attractive
Call-to-actions are prominent
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- 11. How do we measure clicks?
Redirect through emailplatform
Unique id per email
People can click without having opened
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- 12. Benchmarks?
Unique clicks / sent 3-7%
Unique clicks / unique opens 15%-30%
Other definitions:
Unique clicks / delivered
Beware!
Uniques
%
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- 13. Benchmarks?
Sent 1.000
Beware of percentages!
Soft bounce 30
Hard bounce 80
% = numerator / denominator
Unique opens 180
Total opens 220
Unique clicks 50
Total clicks 70
=(50)/(1000) 5%
Unique clicks / total sent
=(50)/(1000-30-80) 6%
Unique clicks / total delivered
=(50)/(180) 28%
Unique clicks / unique opened
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- 15. In case of emergency
Relevant offer?
Rendering ok?
Links are working?
Links in text and image?
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- 16. Smart use
Clicks / domain?
Learn about best clicking links
Clicks on link ‘online version’
Clicks from non opened emails
Clickers versus sent:
Core of clickers?
Dispersed clickers?
Longtime non-clickers?
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- 18. Why is delivery/bounce rate
important?
Indication of
Email perceived as SPAM?
Up-to-date database?
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- 19. What are bounces?
Emails that could not be delivered
Temporary: soft bounce
• Inbox full / Out of office / Server error / …
Permanent: hard bounce
• Illegal user: user doesn’t exist
• Bad domain: domain doesn’t exist
• SPAM
•…
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- 20. How is delivery rate calculated?
No standards for bounce categories
Depending on implementation by the ISP
Unique bounces
Bounce rate:
Sent emails
(Sent emails - unique bounces)
Delivery rate:
Sent emails
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- 21. Beware
Send emails
send Bounced
1 Internet Service Providers
Absorbed
Spam complaint
or whitelist
SPAM folder
2 E-mail client
Inbox
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- 23. In case of emergency
Contact ISP that blocks
Clean up database
Remove non active receivers
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- 25. Why is ‘open’ important?
Trust in From
Attractiveness of Subject
Beware!
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- 26. What is an ‘open’?
‘transparant pixel’
Html emails only
Blocked images
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- 29. Opened
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- 31. How is it calculated?
%
Unique
Denominator?
Unique opened
Unique opened
Delivered emails
Sent emails
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- 32. In case of emergency?
What’s in the FROM?
What’s in the SUBJECT?
Image blocking on the rise
=> openrates are declining
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- 33. Smart use
Open rates per domain
Reveals deliverability / rendering problems
Openers versus sent:
Core of openers?
Dispersed openers?
Longtime non openers?
Compare open rates over time:
indication for attractiveness SUBJECT
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- 34. Benchmarks for opens?
ESP 1 (unique open / delivered)
BtB 35% - 65%
BtC 10% - 38%
ESP 2 (unique open / delivered)
BtB ± 27%
BtC ± 33%
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- 35. Better open rates for
BtoB
Recent email addresses
Smaller databases
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- 36. Unsubscribes and virals
0,5 % Most just delete
Virals
Forward through webinterface
Measure different IP’s that open the same
email
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