Download - Is This Thing On? Email Stats Final

Is this thing on? E-mail statistics explained

Eric Squair | [email protected] | @ericsquair

mailto:[email protected]

June 11, 2009 | Eric Squair | [email protected]

Email statistics explained

“50% of your advertising budget is wasted. You just

don't know which 50%”~ old (pre-internet) ad industry saying



5 Key metrics:

Open rate

Click rate

Completion rate

List growth

Deliverability



Remember:

Statistics makes sense over time, NOT as absolutes in isolation.

Set a benchmark and compare your performance over time.



Remember:

You can’t get stats from a BCC: get a good email service provider!

10 000 free emails a month for registered charities with www.verticalresponse.com



Remember:

This is invaluable.



Open rates



Open rates determined by

‘From’ line, subject line, and recipients previous experience with your emails.

This is about establishing trust by always sending quality.



Questions to ask yourself:

- Why did people sign up in the first place (and thus what are they expecting from you)?

- What value is this delivering to your subscribers?

- What do you know about your audience?



Three ways to improve

- split test your subject lines



3 things to try:

- split test your subject lines

- check your ‘From’ line

- segment your list in meaningful ways



Email click rates



Enewsletter click rates



Click rates



Three ways to improve:

1. Clear and Compelling ask





2. Big Shiny Button





2. Big Shiny Button

3. Make your email scannable



Completion rates

The rate at which subscribers take the action requested: advocacy, donation, registration, etc.



Completion rates



Completion ratesPERCENT CHANGE IN RESPONSE RATES BY LIST SEGMENT




1. Usability studies





2. Landing page optimization





2. Landing page optimization

3. Segmentation



List growth

= Subscriptions - (hard bounces + unsubscribes)



List ‘churn’



Unsubscribes



List growth




1. Make it easy to subscribe




1. Make it easy to subscribe

2. Online actions, contests (relevant)



Deliverability

How well your email gets past spam filters




1. Use a reputable email service provider





2. Get users to add you to their address book





2. Get users to add you to their address book

3. Check the format of your emails



5 Key metrics:

Open rate

Click rate

Completion rate

List growth

Deliverability



Questions? Comments? Complaints?

[email protected]

Download this presentation:

http://eric.squair.ca

Download - Is This Thing On? Email Stats Final

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