What do your ESP metrics really tell you about your deliverability?

What do your ESP metrics really tell you about your deliverability?

Knowing the deliverability of your email campaigns is essential to understand how well it's doing. It also can be one of the hardest metrics to nail down. You might think you know your deliverability because you can look at the dashboard in your email service platform and see that 99% of your emails got delivered. That's your delivery rate – the percentage of emails that were received successfully by an email server or ISP.  However, that's not the same as your deliverability. Deliverability measures how successfully your email messages reach your subscribers' inboxes instead of being routed to their spam folders or getting blocked outright by an ISP's filters. That's an important difference because, for many subscribers, out of sight means out of mind.  The 2021 Consumer Email Tracker published by the UK's DMA found 46% of subscribers say they check their spam folders at least daily, and 11% say they check it at least hourly. What we don't know, however, is how...
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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...
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Click. Click. Boom.

Click. Click. Boom.

  You can never escape the constant grind of analyzing your email campaigns by their click thru rates, and calculating and re-calculating what constitutes a good click thru rate. In fact, some strategists and long-time, client-side email marketers have over the years become obsessed with how to increase click thru rates, but in the process, have failed to keep an eye on the real prize. I call it the revenue click. The revenue click is the click that produces the most revenue in your email, and should be prioritized above all other clicks. The revenue click could be your least-clicked link, but still make you the most money.  If you don’t know what your revenue click rate is, or you haven’t done analysis on it, now would be the time to find it and optimize accordingly. So stop worrying about overall click thru rates, and start worrying about finding and maximizing your revenue click....
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