Revisión de todos los pasos del proceso de envío de emails y qué factores hay que tener en cuenta para medir el éxito de los emails e ir mejorando los ratios en las siguientes campañas

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How does email marketing measure up?
Measuring email success
Everybody wants to know how well their email marketing campaigns
are working. Follow our quick guide to the email process and the
metrics of success that are most commonly tracked.
Email works
Magnifyin
Post-click metrics show that email creates a conversion
rate four times greater than social media
(source: Ecommerce Quarterly (EQ), Monetate, Q1, 2013)
3.19%
1.95%
0.71%
Email
Search
Social
Conversion Rate
Start here
n
e Poi
Mous
Skipped
(not sent)
Sendout
Message not sent.
Address may be
blacklisted or opted
out
Send Email
Email 3
Bounced
Sent
Messages rejected
by the destination
server
Yes
Email 3
Soft
Bounce
Message
temporarily
rejected, e.g.
full destination
mailbox
Accepted
il down
Hard
Bounce
Message accepted by the
destination server
Message
permanently
rejected, e.g.
non-existent
mailbox
Email 1
Unsubscribes
Confirmed
openers
Recipients
who click to
unsubscribe
after receiving
the message
Recipients
opening a
message at
least once
nvers
Inbox
Email 3
Click through
rate (CTR)
Number of
recipients
clicking a link
divided by
the number
of accepted
messages
ter
e Poin
Click-to-open
rate (CTO)
Number of
recipients
clicking a link
divided by
the number
of recipients
opening a
message
ter
e Poin
Mous
BASIC METRICS
92%
of organisations track CTR*
POST-CLICK METRICS
Mous
Conversation rate
The number of recipients acting
on a message e.g. browsing a
website or requesting a meeting
43%
Just
of organisations measure
conversion rate*
Users
Conversion
value
The total value of all conversions
(requires conversion tracking)
93%
32%
of organisations say
ROI is important or
very important,
BUT ONLY
actually measure
revenue per email*
Dollar
*Source: MarketingSherpa Email Marketing Benchmark Survey 2013
UK Pound
Euro
A/B split testing boosts success
Automated A/B split tests compare the success rates of different email
elements before sending the best to the full recipient list.
78%
51%
think post-click metrics
like sales conversion
are very important
of marketers think basic metrics
like open rates and CTR
are very important
YET ONLY
31%
think A/B split testing is very important
even though it can substantially
improve all metrics
THINK AGAIN
Managers want different metrics
Idea
CEOs and CMOs
want only the big
picture
Marketing Managers
want to know how
effective a campaign
User female
is
User male
Campaign Managers
want to see the
delivery success rate
to rate database
quality
User male
Teradata eC-messenger meets all these needs
Yes
Teradata Corporation (NYSE: TDC) is a global leader in analytic
data platforms, applications and services that empower organisations
to make the best decision possible for competitive advantage. Teradata’s
market-leading Integrated Marketing Management (IMM) solutions advance
the productivity and performance of marketing organisations through
a data-driven approach that simplifies the complexity of today’s rapidly
changing marketing environment. To learn more about Teradata
Applications, visit teradata.com.
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