E-mail Metrics That Matter by Joe Scharf [Metrics Marketing Bootcamp]
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The document outlines key email metrics crucial for evaluating email campaign performance, including deliverability, open rates, click rates, bounces, and spam reports. It provides benchmarks for each metric to classify performance as great, good, or poor, and emphasizes the importance of engagement and sender reputation for successful email marketing. Additionally, it discusses compliance with regulations and the impact of email list quality on deliverability.
E-mail Metrics That Matter by Joe Scharf [Metrics Marketing Bootcamp]
- 1. Email Metrics that MatterJoe Scharf, Director of Operations & Services@ SendGrid
- 2. Session AgendaEmail Metrics ExplainedDeliverabilityUnderstanding ReputationJoe
- 3. Email MetricsRequestsWhat you sent usaka List sizeDeliveredISP acceptedWhat does this mean?Understanding the spreadDelivered / RequestsBaselinesGreat: > 95%
- 4. Good: 80 – 95%
- 5. Poor: < 80%Email Metrics: OpensUnique vs. TotalHow does Open Tracking work?Web beacon / Tracking pixelCaveatsImages must be displayed in mail clientReturn Path certification can help!<imgsrc=3D"http://email.sendgrid.com/wf/open?rp=3DlVOWF1LnCQmiTS%2FiAQGuxVL8CgpeZdxELB1IJuBXRwTw%2B5x1E2B1XNrvfP%2FPo98A&u3DpXSqrS_HQ36gIqlbzXiA=MA%2Foo0.gif" alt=3D"">Opens / DeliveredBaselinesGreat: > 30%
- 6. Good: 15 – 30 %
- 7. Poor: < 15%Email Metrics: ClicksUnique vs. TotalHow does Click Tracking work?Replace all URLs with encoded URLClick is recorded and redirectedCaveatsDNSBL of click-track domainWhitelabel will help herehttp://email.sendgrid.com/wf/click?c=aTUWUy5ZA7hw3ZBeke8fTpbgS0mwk%2BrNwJXIfq4akWQ%3D&rp=lVOWF1LnCQmiTS%2FiAQGuxVL8CgpeZdxELB1IJuBXRwTw%2B5x1E2B1XNrvfP%2FPo98A&u=pXSqrS_HQ36gIqlbzXiAMA%2Fh0Clicks / DeliveredBaselinesGreat: > 15%
- 8. Good: 5 – 15%
- 9. Poor: < 5%Email Metrics: SubscriptionNew SubscribersUnsubscribesCAN-SPAM CompliancePrevent deceptionIdentify SenderProvide and honor opt-outBetter than spam reportUnsubs. / DeliveredBaselinesGreat: < 1%
- 10. Good: 1-3%
- 11. Poor: > 3%Email Metrics: BouncesHard bounceAddress does not existSoft bounceMailbox full Deferral / Rate limitingRetried for three daysBounces Uses ISP resources, with no benefitChronic bouncing can hurt reputationBounces / RequestsBaselinesGreat: < 2%
- 12. Good: 2 - 5 %
- 13. Poor: > 5%Email Metrics: Spam ReportsRecipient clicks spam buttonISP measurement often higherHow it works:Feedback loops (FBL)Pre-registered abuse reporting address with ISPsCaveatsSometimes recipients will use this regardless of unsubscribe linkSpam / RequestsBaselinesGreat: < 0.5%
- 14. Good: 0.5 - 1%
- 15. Poor: > 1%Email Metrics: Request-Delivered SpreadMy requests are so high, but delivered so low(repeat) Bounce rate(repeat) Spam ReportsDeferrals & ThrottlingNew content, new IP: warmupFirst line of defense before spam folderRate limitingCan hurt reputation if not heeded
- 16. Deliverability: Common IssuesWhen sending html, you must send text Image to text ratioYour list is a problemOpt-in? Does it matter?Everyone has an opt-in listHow can you prove itWhat does this even mean?Temporal opt-inHow old are the “opt-in” addresses on your list?When was the last time you touched them?
- 17. Deliverability: EngagementContent is out, Engagement is inISPs monitoring abandoned email accountsWhy bother sending if nobody is listening?Spamtrap vs. Honeypot Keep track of your user engagementInteraction with your serviceClicks and opensSegment accordingly
- 18. Sending ReputationIP-based ReputationReturn Path Sender Scorehttp://senderscore.orgCisco IronPort Sender Base http://senderbase.orgBlacklistsNot all created equalAdd/removal policies & who is referencing?http://multirbl.valli.org/lookup/Goodbye IPv4Transition to domain-based reputation
Editor's Notes
- #4: Baselines: Affected by many factors including list / content / industry. Results may vary
- #5: Return path certification - enables images at some ISPs
- #6: DNSBL: clicktrack domain - MailChimp list-manage.com & URIBL Grey
- #7: DNSBL: clicktrack domain - MailChimp list-manage.com & URIBL Grey
- #8: ISP resources = bandwidth and processing