is this thing on? email stats final
Post on 21-Oct-2014
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"Is This Thing On? intro to email statistics" covers five metrics for email broadcasts and suggests ways to improve each metric. Open, click and completion rates, list growth and deliverability are covered. Lots of information based on the 2009 eNonprofit Benchmark survey from M+R and NTENTRANSCRIPT
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
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
5 Key metrics:
Open rate
Click rate
Completion rate
List growth
Deliverability
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Remember:
Statistics makes sense over time, NOT as absolutes in isolation.
Set a benchmark and compare your performance over time.
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
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
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Remember:
This is invaluable.
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Open rates determined by
‘From’ line, subject line, and recipients previous experience with your emails.
This is about establishing trust by always sending quality.
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
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?
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve
- split test your subject lines
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
3 things to try:
- split test your subject lines
- check your ‘From’ line
- segment your list in meaningful ways
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Clear and Compelling ask
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Clear and Compelling ask
2. Big Shiny Button
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Clear and Compelling ask
2. Big Shiny Button
3. Make your email scannable
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Completion rates
The rate at which subscribers take the action requested: advocacy, donation, registration, etc.
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Completion ratesPERCENT CHANGE IN RESPONSE RATES BY LIST SEGMENT
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Usability studies
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Usability studies
2. Landing page optimization
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Usability studies
2. Landing page optimization
3. Segmentation
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
List growth
= Subscriptions - (hard bounces + unsubscribes)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Make it easy to subscribe
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve:
1. Make it easy to subscribe
2. Online actions, contests (relevant)
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Deliverability
How well your email gets past spam filters
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve
1. Use a reputable email service provider
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve
1. Use a reputable email service provider
2. Get users to add you to their address book
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Three ways to improve
1. Use a reputable email service provider
2. Get users to add you to their address book
3. Check the format of your emails
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
5 Key metrics:
Open rate
Click rate
Completion rate
List growth
Deliverability
June 11, 2009 | Eric Squair | [email protected]
Email statistics explained
Questions? Comments? Complaints?
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http://eric.squair.ca