1. Email StatsWhat are these numbers all aboutanyway?

2. What are the different metrics? Where can you find the metrics in Salsa? How do you know your stats are measuringup? How can you act on your stats? Q&A 3. Simply how many people opened your email (at the veryleast) To track, requires users to download a small image fromSalsa servers Supporters who dont download the image or receiveplain-text emails wont be counted as Opens. Open numbers and rates can be assumed to be slightlyhigher. 4. How many supporters clicked on one of thelinks in your email Easier to track (compared to opens) becauseeach link is uniquely generated for thesupporter Unique links let us do all kinds of fun stuff domain tracking, seeing the names ofeveryone who clicked, etc. 5. How many supporters took the action in youremail (participated in your advocacy action,donated, signed up for an event, filled outsurvey/questionnaire) The hardest to track supporters may cometo the page NOT through an email, or theymay leave the page and return later withouttheir unique cookie 6. Supporters who actively clicked yourunsubscribe link Supporters who did not receive your emaildue to a variety of reason (well revisit thislater) 7. Heres a way to visualize the diminishing progression of conversions: 8. Where can you find the metrics inSalsa? 9. Summary reportMore here:http://www.salsalabs.com/learn/packages/email/summary-report 10. Summary report -> Stats by GroupUse this feature to breakdown your email blast statistics bya particular group. This will allow you to analyze your listsegments to determine your strongest and weakestperforming groups. 11. Blast stats/report/live detailsEmail BlastsdashboardList ofEmail Blasts Summary Report -> Live Details 12. Blast stats/report/live detailsGet live statistics on your email blasts here. 13. Bounces / UnsubsRead more about what happens with bounces andunsubscribeshere:http://www.salsalabs.com/learn/packages/email/email-delivery-processes/bounce-processing 14. Opens, click-throughs, conversions In this section you can view the total opens, click-throughs, and conversions of your email blast, as well as the percentages that each metric represents of your totals (e.g. conversion percentage is conversions / opens + unread). 15. Link trackingCheck this section for a count of the clicks on each of the links included in your email blast.You can then refer back to your email blast to see which URLs solicited the most clicks, anddetermine why any one URL was more popular than another. 16. Domain BreakdownEntering an email domain (such as gmail.com, aol.com, yahoo.com, etc.) willallow you to review the health of each domain with regards to your emailblasts. 17. How do you know your stats are measuring up? Look at benchmark data thats out there: M+R Strategic Services eNonprofit BenchmarksStudy (www.e-benchmarksstudy.com/) Ask other organizations Google it, ya dingus! Keep your own statistics, keep themorganized, and refer to them constantly. Apples to apples, oranges to oranges Be careful to compare similar campaigns 18. How can you act on your stats? Analyze Compare and contrast Review what went well Imitation is the sincerest form of flattery, but in online organizing, itsa necessity. Brainstorm on what didnt go well Tweak Content Experiment with length Tweak your call to actions Targeting Micro-target your list by blasting to particular segments Cut the deadweight Zombie supporters!