is this thing on? email stats final
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Is this thing on? E-mail statistics explained
Eric Squair | eric@squair.ca | @ericsquair
June 11, 2009 | Eric Squair | eric@squair.ca
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 | eric@squair.ca
Email statistics explained
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
5 Key metrics:
Open rate
Click rate
Completion rate
List growth
Deliverability
June 11, 2009 | Eric Squair | eric@squair.ca
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 | eric@squair.ca
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 | eric@squair.ca
Email statistics explained
Remember:
This is invaluable.
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Open rates
June 11, 2009 | Eric Squair | eric@squair.ca
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 | eric@squair.ca
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 | eric@squair.ca
Email statistics explained
Three ways to improve
- split test your subject lines
June 11, 2009 | Eric Squair | eric@squair.ca
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 | eric@squair.ca
Email statistics explained
Email click rates
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Enewsletter click rates
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Click rates
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Three ways to improve:
1. Clear and Compelling ask
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Three ways to improve:
1. Clear and Compelling ask
2. Big Shiny Button
June 11, 2009 | Eric Squair | eric@squair.ca
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 | eric@squair.ca
Email statistics explained
Completion rates
The rate at which subscribers take the action requested: advocacy, donation, registration, etc.
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Completion rates
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Completion ratesPERCENT CHANGE IN RESPONSE RATES BY LIST SEGMENT
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Three ways to improve:
1. Usability studies
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Three ways to improve:
1. Usability studies
2. Landing page optimization
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Three ways to improve:
1. Usability studies
2. Landing page optimization
3. Segmentation
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
List growth
= Subscriptions - (hard bounces + unsubscribes)
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
List ‘churn’
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Unsubscribes
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
List growth
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Three ways to improve:
1. Make it easy to subscribe
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Three ways to improve:
1. Make it easy to subscribe
2. Online actions, contests (relevant)
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Deliverability
How well your email gets past spam filters
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Three ways to improve
1. Use a reputable email service provider
June 11, 2009 | Eric Squair | eric@squair.ca
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 | eric@squair.ca
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 | eric@squair.ca
Email statistics explained
5 Key metrics:
Open rate
Click rate
Completion rate
List growth
Deliverability
June 11, 2009 | Eric Squair | eric@squair.ca
Email statistics explained
Questions? Comments? Complaints?
eric@squair.ca
Download this presentation:
http://eric.squair.ca
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