Learn to look at the key metrics for your email campaign

1. Email Metrics that matter
Béate Vervaecke | e-Zen
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2. Online marketing and communication
Specialized in:
 Email
 AdWords – Google Qualified Individual
 Metrics
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3. 1. Conversion
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4. Why is conversion important?
Reason why you send emails
Calculate ROI
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5. What are conversions?
Sales
Traffic to website
Download
Fill in a form
…
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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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7. Benchmarks?
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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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9. 2. Clickthrough
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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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14. Benchmarks?
BEWARE
• Industry
• Commercial or newsletter
• Segmentation
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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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17. 3. Delivery rate / bouncerate
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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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22. Benchmarks
± 8% soft and hard
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23. In case of emergency
Contact ISP that blocks
Clean up database
Remove non active receivers
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24. 4. Open rate
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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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27. Not opened
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28. Not opened
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29. Opened
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30. Not 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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37. Trends
Integration with webanalytics
Integrate info about open / click in CRM-
system
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38. More information?
IAB Cookbook
http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf
http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf
beate@e-zen.be
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39. Thank you!
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