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Aghreni Technologies Private Limited – Bringing in Best Practices in Direct Marketing to Indian Marketers
http://www.aghreni.com
Does your email marketing software provide you the metrics for measuring thesuccess of your email marketing campaigns?
Peter Drucker, the father of ‘modern management’ said ‘If you can’t measure, you can’tcontrol it; if you can’t control, you can’t manage it”.If you can’t manage, you are simply wasting your effort and money both.This is true with your email marketing campaigns. You are simply wasting yourmarketing budget down the drain, if you don’t measure the success of your emailmarketing campaigns! You may also be hurting your brand and reputation eventually!Let us look at the key metrics that you would need to understand and measure thesuccess of your email marketing campaigns.1.
Deliverability
: This metric gives you the picture of how many emails weresuccessfully sent out by your email marketing software or provider. Ideally youwould need 100%. Practically no email marketing software or provider willguarantee 100% deliverability, because of many issues. The issues range fromthe hygiene of your list, ISP rejections and blockages, recipient’s inbox full, etc.Deliverability is define as
Deliverability
= ((Number of Email Addresses Sent - Number of EmailAddresses Bounced) /Number of Email Addresses Sent) * 100%If you are using a reputable email marketing solution or provider, you should begetting deliverability in excess of 95% to your opt-in list from the first campaignitself. The deliverability for successive campaigns should be in excess of 99%.If you are not getting these numbers, you should be seeking honest answersfrom your email marketing solution vendor or provider or the hygiene of your opt-in list.Bounces are categorized into hard bounces or soft bounces.
 
Aghreni Technologies Private Limited – Bringing in Best Practices in Direct Marketing to Indian Marketers
http://www.aghreni.com
A hard bounce is an email message that has been returned to the sender and ispermanently undeliverable. Causes include invalid addresses (domain namedoesn't exist, typos, changed address, etc.) or the email recipient's mail serverhas blocked your server. Servers will also interpret bounces differently, meaninga soft bounce on one server may be classified as a hard bounce on another.A soft bounce is an email message that gets as far as the recipient's mail server(it recognizes the address) but is bounced back undelivered before it gets to theintended recipient. A soft bounce might occur because the recipient's mailbox isfull, the server is down or swamped with messages, the message is too large orthe user has abandoned the mailbox. Most email service providers will attempt todeliver the email regularly for a few days. If it is still undelivered, it becomes ahard bounce.You should be checking if your email software marketing solution or providera. Have capabilities to check the invalid email addresses even beforesending them out?b. Allow defining policies for retrying sending again in case of soft bounce?c. Can export the hard bounce and soft bounce email addresses for furthervalidation?2.
Detailed Domain Report:
Just getting a consolidated report of emails deliveredacross all of the domains is not enough for a marketer. Marketer has to get adetailed report of the performance of the email marketing software on how manyemails were sent successfully to each of the domains or ISPs (gmail, yahoo,msn, aol, rediff, etc.), how many were rejected, how many were blocked, whatwas the number of spam complaints etc. This requires your email marketingsoftware or provider has to work with the ISPs to get these. If they do not, theymay not have a relation with the ISPs and have a feedback loop for you to takefurther action. If you don’t have visibility to abuse complaints of your ISPs and
 
Aghreni Technologies Private Limited – Bringing in Best Practices in Direct Marketing to Indian Marketers
http://www.aghreni.com
your email marketing provider doesn’t provide them, your reputation will be badlyhurt as you can’t take action on those proactively.3.
Opening Rate
: This metric gives you the number of recipients who opened theemail message. It is defined as
Open Rate
= (Number of Emails Opened / (Number of Emails Sent - Number ofEmails Bounced)) * 100%Does your email marketing software or provider give you the measure of bothtotal number of emails opened and unique number of recipient’ openings. Youshould be considering the total number unique openings more than the totalopenings because a recipient opening the same mail twice or thrice doesn’tmean anything for the marketer.The industry standard benchmarks for the open rates are between 8 to 10%. Ifyou are getting better than these results through your current email marketingsoftware or provider, you are doing great. If you are getting way too less, youshould be seeking answers from your email marketing software or provider.4.
Click Through Rate (CTR)
: This is a measure of the action of the recipientseeking more information by clicking the links embedded in the email messagesent. This is a measure of the interest of the recipient. It doesn’t necessarilyconvert to a sale or registration, but it is a step closer. It is defined as
CTR
= (Number of unique Emails clicked / (Number of Emails Sent - Number ofEmails Bounced)) * 100%Does your email marketing software or provider give you the measure of bothtotal number of link clicks (for all links, by each link) in the message and unique
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