Ep 46 - How I Analyze Email Metrics

15/09/2021 8 min Temporada 1 Episodio 46

Listen "Ep 46 - How I Analyze Email Metrics"

Episode Synopsis

I've been an email marketer for a decent amount of time now (6+ years)
And I take most email metrics lightly.
Here's how I think open rates, click rates, and other email metrics should be analyzed.
Open rates: Taken very very lightly... At face value, the difference between an 18% open rate and a 30% open rate don't mean much to me. There are lots of determining factors like size of the list, outcome desired, type of content in the email, etc...
The open rate anyways is pretty inaccurate, likely under stated.  As inbox providers block more of that information from return to email senders, it will be less reliable.
So you should be looking at trends, comparisons to make your evaluation. If an automated email has a 22% open rate, that's not a red flag. But if it used to generate a 30% open rate and now it's at a 22% open rate... that's a red flag.
Click rates: This I also take lightly... because what you probably want to look at more closely are visits to the page you are sending people to. You'll learn some very interesting things like if your site is slow and people are dropping off before they get there, if the content you have on the page was worth the extra time (time on page), etc.
Spam Rates: Whatever is in your email tool is also understated. Gmail does not provide a user specific feedback loop for spam, so in order to see spam rates with gmail included, you need to set up Post-master tools
Bounce Rate: I again would look at trends here. You can use it as a measure of whether or not your incoming contacts are high quality or not (first email).
Any unique ways you approach looking at email metrics?
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