email metrics that matter barcamp dec07

www.e-zen.be© e-Zen

Email Metrics that matter

Béate Vervaecke | e-Zen


Online marketing and communication

Specialized in: Email AdWords – Google Qualified Individual Metrics


1. Conversion


Why is conversion important?

Reason why you send emails

Calculate ROI


What are conversions?

SalesTraffic to websiteDownload Fill in a form …


How do we measure conversions?

Offline Distinct email address, telephone number, person to ask for, code to mention, …

OnlineWeb analytics Tag the links in your e-mails Analyze funnels, conversion, behavior


Benchmarks?

?


In case of emergency?

Conversion chain:

Relation between webpage and e-mail? Smooth ordering process? Briefing salesteam, contact center, …


2. Clickthrough


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


How do we measure clicks?

Redirect through emailplatformUnique id per email

People can click without having opened


Benchmarks?

Unique clicks / sent 3-7%Unique clicks / unique opens 15%-30%

Other definitions: Unique clicks / delivered

Beware! Uniques %


Unique clicks / total sent

Unique clicks / total delivered

Unique clicks / unique opened

70Total clicks

50Unique clicks

220Total opens

180Unique opens

80Hard bounce

30Soft bounce

1.000Sent

=(50)/(1000) 5%

=(50)/(1000-30-80) 6%

=(50)/(180) 28%

Beware of percentages!

% = numerator / denominator

Benchmarks?


Benchmarks?

BEWARE

• Industry• Commercial or newsletter• Segmentation


In case of emergency

Relevant offer?Rendering ok? Links are working?Links in text and image?


Smart use

Clicks / domain?Learn about best clicking linksClicks on link ‘online version’Clicks from non opened emailsClickers versus sent: Core of clickers? Dispersed clickers? Longtime non-clickers?


3. Delivery rate / bouncerate


Why is delivery/bounce rateimportant?

Indication of Email perceived as SPAM? Up-to-date database?


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• …


How is delivery rate calculated?

No standards for bounce categoriesDepending on implementation by the ISP

Bounce rate:

Delivery rate:

Unique bounces

Sent emails

(Sent emails - unique bounces)

Sent emails


Internet Service Providers

Send emails

E-mail clientSPAM folder

Inbox

1

2

send Bounced

Absorbed

Spam complaintor whitelist

Beware


Benchmarks

± 8% soft and hard


In case of emergency

Contact ISP that blocksClean up databaseRemove non active receivers


4. Open rate


Why is ‘open’ important?

Trust in From Attractiveness of SubjectBeware!


What is an ‘open’?

‘transparant pixel’

Html emails onlyBlocked images


Not opened


Opened


Not opened


How is it calculated?

%UniqueDenominator?

Unique opened

Sent emails

Unique opened

Delivered emails


In case of emergency?

What’s in the FROM?

What’s in the SUBJECT?

Image blocking on the rise => openrates are declining


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


ESP 1 (unique open / delivered) BtB 35% - 65%BtC 10% - 38%

ESP 2 (unique open / delivered)BtB ± 27%BtC ± 33%

Benchmarks for opens?


BtoBRecent email addressesSmaller databases

Better open rates for


Unsubscribes and virals

0,5 % Most just deleteVirals Forward through webinterface Measure different IP’s that open the same

email


Trends

Integration with webanalyticsIntegrate info about open / click in CRM-system


More information?

IAB Cookbookhttp://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdfhttp://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf

[email protected]


Thank you!

email metrics that matter barcamp dec07

Technology