Go Beyond Opens & Clicks


There is more to email marketing metrics than just open and click rates.

I did a webinar recently about what other metrics you can use to measure the success of your Email Marketing program. Here is what we discussed:

Basic Metrics:
Open Rate and Click Rate: This metric needs no introduction.
Open Rate = Total Unique Opens/ Total Sent
Click Rate = Total Unique Clicks/Total Sent

Here are some Open and Click rates published by Silverpop for North America.

Unique Open rates published by Silverpop for North America.

Click rates published by Silverpop for North America.

Time Metrics:
Time of day report and Day of week report help you understand when your audience is reading your emails. This will vary from industry to industry, but it will give you a good idea of when’s a best day and time for your campaign.

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Time of day report - Open Rates

List Metrics:
Has your list of subscribers grown over the last few quarters?
Are these the correct email addresses, scrubbed for hard bounces?
How many readers in your list have never opened your emails in the last year?

When we ask these questions, and track these reports, its interesting to see how engaged our audience really is and what quality of audience we really have. Are they a good match for what we have to offer? Are they interested in our products and services?

Engagement Metrics:
The best way to measure if the readers are engaged is to see what they do online once they have clicked the email.

Many analytics platforms have the ability to show times spent and pages visited by visitors coming from various channels like Social media, paid search, email and so on.

Engagement Metrics

Such comparison shown in the above Google Analytics image for example, will help you understand how engaged your email audience is. This requires that all email links be tagged with Google Analytics tag codes, which is done automatically in Juvlon.

Juvlon insert Google Analytics Tracking code

I’ve always said that readers who subscribe to your email newsletters, open them up, read and click them and visit the site are highly engaged with your brand.

Really Important Metrics:
Amongst the really important metrics that you must track are

Number of unsubscribes and
Number of Spam Complaints

Knowing how many people are unsubscribing helps you to understand if your email campaigns are too frequent, or aren’t relevant.

Having an easy unsubscribe link is important, because at times readers click the spam complaint button on the email service providers. Spam complaints affect your IP reputation. A bad reputation might put your domain in the black list database.

feature in Juvlon

Content Metrics:
One way to measure if your content is working is to test different words in subject line, different from names and different email content.

For example, adding the readers’ first name in the subject line can show improved open rates, because the reader is likely to see that email in an increasingly cluttered inbox.

Content Metrics

Advanced Metrics:
This brings us to A/B testing. A/B testing is a simple method of testing two different parameters in your email campaign.

Advanced Metrics

Version A is sent to x percentage of your readers, and Version B is sent to Y% of your readers. The campaign that performs better is then sent to the remaining audience.

You can test different ‘from name’, subject Line, and email content and see what works best for your brand.

Juvlon has a A/B testing mechanism in its platform:

Juvlon A/B testing mechanism in its platform:

Third Party Metrics:
There are various tools in the market to test the spam score, to test how your email looks on different devices, if your domain is black listed and even if your email was “read”.

Here are some of these tools:

Litmus

Email on Acid

MxToolbox

ReturnPath

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About the Author:
Geetanjali is passionate about Digital Marketing. She’s used Internet enablers for business since the dot-com boom. As a consultant, she helps companies use digital channels to improve their sales. She writes about digital marketing at various magazines and blogs at http://ContactArt.in