Kath Pay INTERVIEW: Analyzing Email Metrics

Hi Kath, you are an expert in the email marketing industry offering one-stop services, I’m sure fellow marketers would love to hear your insights into analyzing email metrics and how to create better campaigns from it. . Well, for starters, what are the most important email metrics you can measure from an email campaign? Kath Pay: It all depends on what your goal is. For example, if you are a publisher and advertisers pay you on opens, the opens will be. If you’re a retailer looking to sell items, AOV, number of items sold, and purchase value will be your key metrics. That’s not to say that you ignore all other metrics like Opens, Clicks, Click-to-Open Rate, time on site, bounce rate, etc. These should be used in conjunction with your key metrics.

How long should I ideally wait after sending an email campaign before I can start measuring metrics? Kath Pay: Again, it depends (sorry!), this time on your sales cycle and your goal. If you’re B2B or selling high-value items, then reporting the campaign within a week probably won’t do you any favors. While most companies should start analyzing metrics within a couple of hours, this shouldn’t be when you record them. Interrogate comprehensive Andorra B2B List data to find the right time to report on these metrics. Not only will it help you when it comes to testing, but you may discover, as a brand I know did, that those who open your emails right away may be fans and engaged, but not necessarily buyers.

They Found That Those

Who opened the email on days 2 and 3 were much more likely to buy than those who opened on day 1. Aside from open rates, click-through rates, and unsubscribes, what other email metrics should an email marketer measure? Kath Pay: Metrics, especially campaign metrics, generally fall into two general categories: process metrics, which measure activity on your emails, and output metrics , which measure how well your emails achieved their goals. business objectives, either at the campaign level or company-wide. . Process metrics are the easiest to track, but they don’t always provide the best insight into how well you achieved your goals. Marketers often use process metrics to determine the success or failure of a campaign, but that’s not what they’re trying to show.

Andorra B2B List

Each of these metrics is more meaningful as indicators of trends over time than as a measure of the success or failure of an individual campaign: Process Metrics Note: there are certain gaps. For example, when you’re measuring open rates, on devices like the iPhone, all images are shown by default, which can show up as an open when the recipient was just flipping through their inbox. They may have technically opened the email, but they certainly didn’t have time to read it. Output metrics measure business goals and are much more reliable when evaluating the performance of email programs. Campaigns: Interview – metrics Should we measure metrics beyond campaigns? Kath Pay: Email marketers tend to be very campaign-oriented.

This Is Logical, Since We Send

Campaigns, so we measure success in terms of campaign metrics. But, beyond measuring the success of our individual campaigns or even collective campaigns over a period like a month. There are many other valuable metrics that we should be measuring besides campaign metrics. Here are some of them: Customer Lifetime Value (CLTV) In a recent report we wrote on email marketing personalization. We found some incredibly valuable information. All marketers who measured the success of email personalization using subscriber metrics. Like customer lifetime value along with campaign metrics like clicks and conversions saw an increase. While only 89% of those who used only campaign metrics saw an increase.

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