This document outlines metrics that can be used to measure email marketing campaign success, including delivery rate, open rate, click rate, and click-to-open rate. It discusses how to interpret these metrics and provides tips on improving rates. For example, removing invalid addresses can boost delivery rates while testing subject lines and content can increase open rates. Segmenting lists and adding clear calls-to-action are also recommended to increase clicks. Tracking these basic metrics over time allows marketers to optimize campaigns and measure return on investment.

1. Sean O’Donovan
Chief Marketing
Officer
Michael Hardwicke Brown
Digital Marketing Manager
aa
Email Marketing Bootcamp for Credit Unions
Webinar # 2: Simple Metrics for Email Campaign Success

2. Why Make the Time to Measure Email Metrics?
Measure the success of your campaign
Email effectiveness
Identify opportunities for improvement
Track progress towards your goals (e.g. increase loan revenue)

3. The Beginners Email Metrics Toolkit
Sent
Delivered
Hard Bounces
Opens
Clicks

4. Tracking Made Easy

5. The Mathematics: Deriving the Ratios
Delivery Rate = Delivered ÷ Sent
Hard Bounce Rate = Hard Bounces ÷ Sent
Open Rate = Opened ÷ Delivered
Click Rate = Clicked ÷ Delivered
Click-to-Open Rate (CTO) = Clicked ÷ Opened

6. What Do All These Numbers
Really Mean?

7. Delivery Rate
How many emails reach your members inboxes
Campaigns can only be effective if your emails
reach inboxes and get read
Tip: Look at a group of emails rather than individuals

8. Avoiding Spam Filters

9. Boosting Your Delivery Rates
Improve the quality of your lists
• Remove previous hard bounces
• Remove contacts that have not opened or clicked over a long
period of time
• Pay attention to your automatic replies
Lower your send size
• Break your send size up into smaller segments – 2500 per email
Tip: Add your company name to the “from” name
E.g. Change from ‘Customer Support’ to ‘ABC Credit Union’

10. Hard Bounce Rate
Measures the number of people that you sent to who have a
permanent error
Primarily indicative of your list quality

11. Open Rate
Number of emails opened
Highly influenced by:
• List Selection: more relevant content =
higher open rate
• Subject lines

12. Improving Your Open Rate
Implement Segmentation
• Send relevant emails to the right people
Make hypothesis driven A/B testing part of your
routine
Fact: Only 18% of financial services organizations use segmentation

13. Hypothesis Driven A/B Testing: Your New Mantra

14. Click Rate & Click To Open Rate
How many people took the action intended in the email
Primary affected by your email content

15. Turbocharge Your Click Rates
CONTENT IS KING
• Does your content align with the reader’s expectations
• Less is more - make content consumable in 8 seconds or less
• Test your content and design
Add a clear Call-to-Action

16. Simple Strategies to Measure Return on Investment
Strategy 1 Strategy 2

17. More Metrics to Paint the Picture
Unsubscribes
Conversions
Complaints
Engagement over time
Time spent viewing
Device type
Open date & time
List growth
AND MUCH MORE
Key Focus: DELIVERY, OPENS, CLICKS

18. A few bonus insights
Time of day is insignificant compare to proper targeting
Responsive DOES matter
When starting, expect lower delivery and higher unsubscribe rates

19. Ask The Experts
Sean O’Donovan
Chief Marketing
Officer
Michael Hardwicke Brown
Digital Marketing Manager

20. Sign up for webinar #3:
Preview Doxim Email Marketing
Thursday, September 8th @ 2:00 PM EST

21. All-in-one email marketing
platform with powerful
features
- Create great looking, personalized HMTL
emails with dynamic content
- Ensure mobile-friendly results with
responsive templates
- Increase customer engagement with
events and surveys
- Monitor and adjust campaigns with in-
depth reporting
- Automate campaigns using data triggers.
Doxim email marketing