There are enough summary statistics on the Internet with key metrics for email newsletters. But all this is just an average temperature in the hospital, if you don’t delve into the context. For example, statistics for large companies are not a guide for small stores.
Today we will talk
about how to evaluate the effectiveness of email newsletters, who to focus on and how to improve indicators by personalizing letters.
Deliverability is the percentage of delivered letters. A high indicator indicates that:
Your database has few “broken” emails.
The database consists only of your clients (if the database belgium phone number data is purchased from a third party, then some of your letters will go to spam
Open Rate is the percentage of open letters (by the way, a useful hack). So many were sent in total, so many of them were opened. That is, they literally clicked on the title. What do high Open Rate indicators mean:
The title of the letter and the first paragraph were chosen welle
Letter is often clicked because you intrigued the recipients.
The time and frequency of sending are optimal – there are no miracle recipes here, like “you need to send from 2 to 3 pm on Tuesday”, everything is calculated through experiments in your specific conditions.
Important point: the open rate is not the most reliable indicator. Openings are measured by displaying a hidden pixel. But, firstly, some mail clients automatically download all the images before opening the letter and the user is marked as having opened it, although this is not true. Secondly, some mail clients block images and the user has to manually click on the “show images” button to see them — only then does the pixel work. Often, users simply do not include images, although they open the letter.
Click-through Rate
the percentage of clicks on links inside the letter. It indicates that the mailing has fulfilled its task.
Click-to-Open Rate — one of the key performance indicators of the business in search results immediately mailing. It shows what share of letter openings resulted in target clicks (transitions to the store).
If you look into it, the main target indicator is the percentage of purchases from mailings
(Buy-to-Open). But in fact, it already depends on other factors, not only the mailing itself: the convenience of the site, the fact of the availability of the necessary SKUs, the availability of different payment kuwait data methods, and so on.
We wrote in detail about the key mailing indicators and how to analyze them and why segment customers in this article. Here is an explanatory diagram from it: