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Subject:

ABCs of Email Metrics

From:

Susan Faghani <[log in to unmask]>

Reply-To:

EmailRules Community <[log in to unmask]>

Date:

Wed, 31 Oct 2007 17:01:15 +0100

Content-Type:

text/plain

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text/plain (97 lines)

Hello EmailRules Community,

Email metrics has become a big buzzword and an important concept in email
marketing. It is difficult to test approaches and get a true picture of
results without using metrics. Consistently applied over time, email metrics
can shed a great deal of light on any opt-in email initiative. So it's no
surprise that measuring and collecting data illuminating just about every
aspect of an email campaign is increasingly more commonplace.

We thought it would be interesting to take a look at what this means for
people who work with email -- people like us! Here's a start on some of the
basics and key terminology that we hope will be useful, and we welcome your
ideas and suggestions as well as any experiences you're having working with
"email by the numbers".


Best Regards,
Susan Brown Faghani
L-Soft


Subscriber Metrics
******************

Subscriber Base: The number of subscribers who have opted in to receive a
specific communication via email. List growth or opt-in rate over time can
be described as a percentage by measuring the number of new subscribers
against the existing subscriber base and factoring in unsubscribes. 

Unsubscribe Rate: The percentage of recipients who opt out of receiving
messages based on a certain campaign. For example, if an organization's
January email newsletter is sent to 100 people and 5 unsubscribe at that
time, the unsubscribe rate for the newsletter is 5 percent.


Message Delivery Metrics
************************

Number of Sent Messages: The number of messages that were sent.

Bounces: Email messages that fail to reach their intended destination.
"Hard" bounces are caused by invalid email addresses, whereas "soft" bounces
are due to temporary conditions.

Bounce Rate: The total number of bounces divided by the number of email
messages sent. 


Recipient Action Metrics
************************

Open-Ups: The number of recipients who opened their email messages. Open-up
tracking is only possible using HTML mail.

Open-Up Rate: The percentage of recipients who opened their email messages. 

Click-Through Rate: The percentage of recipients who clicked on a particular
link within the email message. Click-through tracking is possible for both
text and HTML messages.

Click Rates: The click rate of each tracked link directly in the message
content. The click rates are displayed as a percentage value, showing how
many percent of the recipients have clicked the corresponding link.

Form-Submit: The number of submissions of HTML forms within email messages.

Forward-to-a-Friend: Number of times the recipients forwarded the messages
to their contacts.


Levels of Tracking
******************

With no connection to the recipient:

Unique: Records the number of times open-up and click-through events happen
to unique recipients but is not associated with individual users or other
identifying data.

Blind: Collects unspecific tracking data, recording only the total number of
times open-up and click-through events occur ("non-unique").


With connection to the recipient: 

Personal: Records open-up and click-through events traceable to the
individual who triggered them. 

Anonymous: A unique ID is assigned to each recipient that cannot be followed
back to identifying information about the individual recipient, but which
can be associated with non-identifying demographic Information. 

************************************************************
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