| As email marketers we need to be in a continual | | | | questions if you see a high unsubscribe rate: |
| learning mode. Each campaign we send will produce | | | | Is your content geared to their interests or are you |
| different results. As one size does not fit all, one | | | | constantly selling? |
| campaign is not suited for everyone. So how do you | | | | - Are your calls to actions clear and simple to |
| judge the results of each campaign? Are there stats | | | | perform? |
| that take precedence over others? To answer that | | | | - Are your lists built from an opt-in subscription form |
| question, a marketer must have clearly defined goals | | | | on your website or through your email campaigns? |
| for every campaign, knowing what they are trying to | | | | - Do you buy or rent your lists? |
| accomplish. | | | | - Are you emailing too often? |
| Successful Campaigns need Provable Metrics | | | | If your emails are normally getting a good response |
| Key Performance: You cannot manage what you do | | | | rate, then these "Unsubscribers" may just have lost |
| not measure. Metrics bring us back to earth, a bit of | | | | interest. In this case, you can cut your losses. |
| a "wakeup call". A great looking campaign, optimized | | | | Trimming your email database to all those who are |
| graphics, properly defined fonts, with a relevant | | | | actively receiving and opening your email is an |
| message, "does not a successful campaign make." | | | | important benchmark. |
| Metrics tell us to put our personal feelings and ideas | | | | Unsubscribe Rate Formula: Number of emails |
| on the side, as we deal with the facts and stats. | | | | addresses who unsubscribed/ number of email |
| Working with accurate results creates a rock solid | | | | addresses sent minus the number of email addresses |
| foundation from which to plan our present and future | | | | bounced *100% |
| campaigns. | | | | 4. Creating a Viral Rate Component: When designing |
| Establishing your Key Performing Metrics | | | | your content, incorporate some viral marketing |
| Having clearly defined goals for your email marketing | | | | strategies: |
| campaigns gives the email marketer clear guidance | | | | Enable your email to be forwarded easily to their |
| and direction. Without direction, you will be lost in | | | | friends, family, and colleagues. Incorporate a social |
| metrics mayhem. Remember, the supreme goal is not | | | | media button so they can send the email to their: |
| as much the click as it is the completed call to action! | | | | Facebook, MySpace, or Twitter accounts. It is |
| A new client, a new opt-in recipient, whatever the | | | | important that your email marketing service tracks |
| desired results of your campaign, the main objective | | | | this metric. This can be an important factor for new |
| it is to convert prospects to clients. | | | | subscribers. |
| Key Metrics for All Email Campaigns: | | | | Viral Rate Formula: Number of emails forwarded |
| 1. Deliverability: These metrics measure the amount | | | | number of emails sent minus the number of emails |
| of emails successfully delivered to the recipients. | | | | bounced *100% |
| There are many issues and reasons that cause a | | | | |
| negative number. Incorrect email addresses, ISP | | | | 5. The Coveted Conversion: The conversion rate or |
| rejections, spam filters, recipient's inbox is full, are | | | | sometimes called the response rate measures those |
| just some of the obstacles you may encounter. | | | | unique email addresses that preformed a call to |
| Hard bounce: A message is returned as permanently | | | | action. A call to action can be a new subscriber to |
| undeliverable. This will be a good time to check to | | | | your newsletter, a product purchase, a demo |
| see if you have outdated email addresses, typos | | | | download, or a clicked link to a video or external file. |
| within your addresses, etc. Make it a habit to clean | | | | Conversion Rate Formula: Number of actions taken / |
| up your address lists on a monthly basis. | | | | number of messages delivered. |
| Soft bounce: This is a message that gets through to | | | | 6. Adjusted Response Rate: This measures the |
| the client's server but was not delivered. Attachment | | | | number of actions taken when compared to the |
| could be too large, server problems, etc. In this case, | | | | number of click-through links, clearly showing how |
| the server will continue to try to send the message | | | | many completed actions there were when compared |
| through for a few days and if it cannot be delivered, | | | | to the click through rate. Use this formula when |
| will be labeled and counted as a hard bounce. | | | | modifying and optimizing your landing page,. This |
| Deliverability Rate Formula: Number of emails | | | | measures the effectiveness of your website landing |
| delivered x 100 / total sends | | | | page in the conversion arena. |
| 2. Click Open rate: The click open rate metric gives | | | | Adjusted Response Rate Formula: Number of actions |
| you the number of recipients who opened the email | | | | taken / number of click-throughs. |
| message. Sometimes you get both the click open | | | | 7. Reach Out and touch someone: Comments and |
| rate with the unique open rate. The unique open rate | | | | Feedback. Asking your prospects and clients to |
| tells you how many different recipients opened your | | | | respond to your website, content, product, or |
| mail and how many emails they specifically opened. In | | | | service gives you an opportunity to personally |
| this metric, only the unique numbers of users are | | | | connect with your audience. Asking for their |
| counted, not the amount of emails they opened. You | | | | comments, will enable you to see what their interests |
| can see how important the unique open rate is as | | | | are and what is important to them, through their |
| opposed to the general open rate is. This will give | | | | eyes. Get the insight needed, making modifications |
| you an idea of how many people are opening your | | | | and changes based on their responses. It is a win - |
| campaigns. | | | | win for all. |
| Click Open Rate Formula: Number of emails opened | | | | We are a Global Digital Community |
| number of emails sent minus the number of emails | | | | There is no doubt that the social media craze is |
| bounced *100% | | | | growing and most definitely here to stay. Social |
| Unique Open Rate Formula: Number of unique emails | | | | media has changed the way B2B and B2C business |
| opened/number of emails sent minus the number of | | | | relate to each other and to their clients. We tweet, |
| emails bounced *100% | | | | twitter, and blog, every feeling and every opinion, |
| 3. Unsubscribe rate: The Unsubscribe Rate is a critical | | | | encompassing an entire digital community. Everything |
| piece of data because it is measuring your | | | | we do and we say is now viral. Good or bad, our |
| subscriber's interest and perception of your | | | | email campaigns become viral as well. More than ever, |
| campaigns. Instead of seeing this as a negative, use | | | | measuring their success remains crucial. |
| this as a temperature gauge and ask yourself these | | | | |