Back to the Basics: Email Metrics

Back to the Basics: Email Metrics

Back to the Basics: Email Metrics Email marketing may seem daunting for the uninitiated, but if one takes the time to master the basics, it does not have to be difficult. This article will focus on the cornerstone of every successful email marketing plan: metrics. Which email metrics should be tracked? Why? These are the five email metrics every marketer worth their salt tracks during each marketing campaign. Open Rate Analyzing email open rates is essential for effectively optimizing email marketing campaigns. The first step of any successful email marketing campaign is getting people to actually open the email. Total Opens: the number of times an email is opened. Total Open Rate: the percentage of people who received your email, then opened it. Unique Opens: focuses on the unique individuals who viewed the campaign. Counts an individual opener only once regardless of the number of times they opened the email in total. Unique Open Rate: the unique email opens divided by the total number of...
Read More
Retention Programs Start With Defining An Inactive Subscriber

Retention Programs Start With Defining An Inactive Subscriber

Retention Programs Start With Defining An Inactive Subscriber This is an updated repost of one of our most popular blog entries. As this information is still highly relevant and valuable to those looking to understand email design challenges, requirements, and solutions regarding responsive design, we wanted to share it again. Enjoy. I have been reading a lot of posts recently on how you should reactivate your inactive subscriber base.  Some email pundits agree that with a good strategy and program you can reactivate a portion of your inactive subscriber base and once again make revenue off of them. Other people say that reactivation programs don’t work well sometimes and are not worth the effort.  There are of course other views that people have and for the most part, all of them are right. You see, reactivation programs are not for everyone or every company.  Some will succeed and others will fail where they shouldn’t have. I truly believe that all reactivation programs...
Read More
Partner POV: AudiencePoint and The Value of a Click

Partner POV: AudiencePoint and The Value of a Click

Partner POV: AudiencePoint and The Value of a Click   *This is a repost from one of our industry-leading Send TIme Optimization partners, AudiencePoint. Through our Partner POV series, we will highlight the great work and thought leadership presented by our partners. Enjoy.   How much is a Click in Email Marketing worth? Different models exist in attempting to answer this, each with their own benefits and challenges. In all cases, the ultimate outcome is showcasing its direct correlation to an increase in revenue. Though, the increase in revenue isn’t always simple to calculate. Ad-driven, Omnichannel, and BTL/Trade promotions confuse revenue and attribution models. The ultimate goal of the email marketer is to move subscribers down the conversion funnel. To accomplish this, the marketer needs to have a deep understanding of each tier. Once there is an understanding, then, they can identify the blocks and streamline as many conversions as possible. To arrive at the value of a click, Email Marketers can borrow from the...
Read More
5 Things Every Email Marketer Should Know

5 Things Every Email Marketer Should Know

5 Things Every Email Marketer Should Know Some years ago, OK many years ago, I joined a custom publishing agency. My first week was one of deep orientation. During that week I was taken through the details of the publishing process. I was taught about the print process: the different types of printers, paper, and printing techniques; color processes, CMYK and spot color; collation, distribution, and the postal system. I was taught about copy writing, editing, layout and proofing, and all the other steps that go into creating the final product. In short, I got a five-day backgrounder on how the underlying technologies and processes of the industry worked and how they impacted our work. What I’ve come to realize is that in today’s digital marketing world, it’s very rare that an email marketer gets this kind of background. I commonly come across email marketers who don’t know how the channel that is the basis of our livelihood works. Here then are...
Read More