is this thing on? email stats final
Post on 21-Oct-2014
953 views
DESCRIPTION
"Is This Thing On? intro to email statistics" covers five metrics for email broadcasts and suggests ways to improve each metric. Open, click and completion rates, list growth and deliverability are covered. Lots of information based on the 2009 eNonprofit Benchmark survey from M+R and NTENTRANSCRIPT
![Page 2: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/2.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
“50% of your advertising budget is wasted. You just
don't know which 50%”~ old (pre-internet) ad industry saying
![Page 5: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/5.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
5 Key metrics:
Open rate
Click rate
Completion rate
List growth
Deliverability
![Page 6: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/6.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Remember:
Statistics makes sense over time, NOT as absolutes in isolation.
Set a benchmark and compare your performance over time.
![Page 7: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/7.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Remember:
You can’t get stats from a BCC: get a good email service provider!
10 000 free emails a month for registered charities with www.verticalresponse.com
![Page 8: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/8.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Remember:
This is invaluable.
![Page 10: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/10.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Open rates determined by
‘From’ line, subject line, and recipients previous experience with your emails.
This is about establishing trust by always sending quality.
![Page 11: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/11.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Questions to ask yourself:
- Why did people sign up in the first place (and thus what are they expecting from you)?
- What value is this delivering to your subscribers?
- What do you know about your audience?
![Page 12: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/12.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve
- split test your subject lines
![Page 13: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/13.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
3 things to try:
- split test your subject lines
- check your ‘From’ line
- segment your list in meaningful ways
![Page 17: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/17.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Clear and Compelling ask
![Page 18: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/18.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Clear and Compelling ask
2. Big Shiny Button
![Page 19: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/19.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Clear and Compelling ask
2. Big Shiny Button
3. Make your email scannable
![Page 20: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/20.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Completion rates
The rate at which subscribers take the action requested: advocacy, donation, registration, etc.
![Page 22: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/22.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Completion ratesPERCENT CHANGE IN RESPONSE RATES BY LIST SEGMENT
![Page 23: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/23.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Usability studies
![Page 24: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/24.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Usability studies
2. Landing page optimization
![Page 25: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/25.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Usability studies
2. Landing page optimization
3. Segmentation
![Page 26: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/26.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
List growth
= Subscriptions - (hard bounces + unsubscribes)
![Page 30: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/30.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Make it easy to subscribe
![Page 31: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/31.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Make it easy to subscribe
2. Online actions, contests (relevant)
![Page 32: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/32.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Deliverability
How well your email gets past spam filters
![Page 33: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/33.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve
1. Use a reputable email service provider
![Page 34: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/34.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve
1. Use a reputable email service provider
2. Get users to add you to their address book
![Page 35: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/35.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve
1. Use a reputable email service provider
2. Get users to add you to their address book
3. Check the format of your emails
![Page 36: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/36.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
5 Key metrics:
Open rate
Click rate
Completion rate
List growth
Deliverability
![Page 37: Is This Thing On? Email Stats Final](https://reader035.vdocuments.site/reader035/viewer/2022081412/5445b197b1af9fd7068b4641/html5/thumbnails/37.jpg)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Questions? Comments? Complaints?
Download this presentation:
http://eric.squair.ca