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A Guide To Email Mkting Metrics

A GUIDE TO  EMAIL MARKETING METRICS
TABLE OF CONTENTS  INTRODUCTION  POSITIVE SIGNALS OF EMAIL MARKETING DELIVERY RATE OPEN RATE CLICK THROUGH RATE CLICK TO O...
1. INTRODUCTION  In May 1978, Gary Thuerk sent the industry   s first mass email. Email itself had been in existence for 6...
HOW EMAIL PERFORMANCE IS TRACKED AND ANALYZED As experienced marketers know, a key to producing successful campaigns in an...
1. 2. POSITIVE SIGNALS OF EMAIL MARKETING Marketers use email for a number of reasons that can range from driving sales, s...
DELIVERY RATE You just sent out an email campaign, but who actually received it  Delivery rate tells you the percentage of...
User Engagement  DELIVERY RATE  How engaged our your customers  User engagement is a factor of your email making it into t...
Reputation  DELIVERY RATE  A sender reputation score looks at the reputation of your sending domain and of the mail server...
Spam Filters  DELIVERY RATE  The sender reputation is affected by the number of people who mark our email as spam. Did you...
OPEN RATE Once your email has made it into the inbox, getting it opened is the next challenge. Open rate looks at the perc...
CLICK THROUGH RATE So your recipients opened your email, that   s great, but did they click on any links  Click through ra...
CLICK TO OPEN RATE Click to open rate measures the performance of the content of the email and compares the number of peop...
CONVERSION RATE All of the metrics mentioned above have gotten you to this point - conversion. The main objective of ecomm...
WAYS TO OPTIMIZE YOUR EMAIL CONVERSION RATE  1  2  3  4  Have a clear CTA. The CTA should be visible, explicit and free fr...
2. 3. NEGATIVE SIGNALS OF EMAIL MARKETING For many marketers, the key to optimization is focusing on those positive metric...
BOUNCE  RATE As discussed in the first section of this guide, most email marketers look at delivery and open rates for all...
Soft Bounce A soft bounce occurs when delivery of an email is attempted to the recipient   s inbox, but it is unable to co...
Hard Bounce As the name implies, a hard bounce indicates a more significant, and potentially permanent issue with the emai...
UNSUBSCRIBES Every email recipient that opts-out of future mailings is sending you their negative feedback to the email th...
List Audience  Type UNSUBSCRIBES  This might indicate that the email message failed to connect with or simply wasn   t rel...
Region If a higher rate of opt-outs come from one or more geographic locations  Country, US State, etc.  this could identi...
Device Type UNSUBSCRIBES  It is often possible to identify whether an opt-out request came through a mobile or desktop dev...
SPAM  REPORTS Much like an opt-out, every spam complaint is providing you with direct feedback from the recipients who fla...
After 40 years, email marketing continues to evolve and remains among the most cost-effective and high-performing marketin...
Madrivo is a leading performance marketing network that connects household brands with targeted audiences worldwide. Lead ...