Stats That MatterWhat do your email marketing stats mean and how can you use them to make your campaigns better.

Jennifer FitzsimmonsAgencyBuzz Product Manager

Email Marketing Stats That Matter

Let’s look at the basics first, then move to success metrics to help improve your campaigns moving forward

Open Rate• Average Open Rate is between 14-22%

• 2 Major Factors to consider:• Time of Day• Day of the Week

• Content is also a huge factor

• Use Predictive Sending in AgencyBuzz

• Subject Lines – Watch for spam traps• Chill out on the EXCLIMATION POINTS AND ALL CAPS!!!!!!!!!!• Do not use SPoRaDic CaPitAliZatIon and <3 L!m!t the @m0un+ of

$ymb0ls you use <3 – hard to read and a spam indicator for ISPs.

Click Through Rate (CTR)

• Average CTR is 2-5%

• Use split testing to find the most compelling Calls to Action• Whatever the goal of the email, the CTA should reflect that clearly

• Use ONE call to action per email

Bounce Rate

• Hard Bounce – Email Address Does NOT Exist

• Soft Bounce – Email is Temporarily Unavailable

• Follow up with hard bounces to get better data

• DO NOT USE BOUGHT LISTS

• Keep clean and up to date data for better bounce rates

Unsubscribe Rate

• Keep this number below 1%

• Use Split Testing to help your unsubscribe rates

• Segment your lists

• What is your objective? Don’t have one – don’t send the email

List Size

• Smaller lists means you’re most likely sending to a very devoted list of contacts

• Larger lists mean you may have lower CTR or Open Rates

• Segment, segment, segment

• Clean your lists

• Use email gated items to grow your lists

Deliverability Rate

• This is not the number of emails that landed in their inbox, but were simply successfully delivered to an email address

• This is not the open rate either, this is to show you the number of delivered vs. opened – without the delivered rate, you cannot calculate the correct percentage for all other rates

• A low deliverability rate needs IMMEDIATE attention

Conversion Rate

• This calculates how many of your delivered emails generated a transactional event

• You’ll have to create this rate on your own using your stats from your email marketing program and your management system, website, and other monitoring reports

Historical Comparisons

• Compare your current campaigns to past campaigns

• Track Year-over-Year, Month-over-Month, Send-to-Send• Year-over-year refers to comparing one year of data to the

previous year of data

• Month-over-month growth rates are change in respect to the previous month.

• Send-to-send growth rates are change in respect to the previous send.

Monitoring is the most important element in your email marketing

• Sending without checking your stats is pretty useless• How will you know your message is being received?

• How will you know how you can make campaigns better?

• How will you know that you have out of date data?

• How will you measure ROI?

• How will you measure how many resources you should devote to email marketing?

Have questions? Give me a call – 800.383.3482 x136 – or send me an email at jfitzsimmons@getitc.com