It can often be a daunting task to perform an analysis of the results of your e-mail campaigns.
Does the proposed content invite the customer to click?
Is the open rate really indicative?
These are just two of the questions we often ask ourselves when we are about to tackle the analysis of our emails.
Studying the campaigns sent through Blendee, we came up with 4 tips to help you in reading the information. Here they are:
1. analyze the reactivity rate
The responsiveness rate is given by the number of clicks divided by the number of opens. This figure helps us understand whether the content created for our email campaign was interesting to our recipients by relativizing the open and click rate.If, for example, the content, starting with the subject line, was unattractive the email would have a low open rate and the click rate would not tell us indications of whether or not our content was interesting. Conversely, if you had a high responsiveness rate, you would know that there were many clicks relative to opens, a symptom of the validity of the content.
2. the rate of complaints
If a customer flags our email as junk mail, you will find in Blendee, among the bounce reasons, the complaints entry.Keeping an eye on the complaints rate is crucial to lower the reputation that the Internet Service Provider has assigned to your sending IP.For most Service Providers, the threshold limit is 0.1% beyond which our reputation may drop.Some ISPs (Gmail) do not share this information but, in general we can say that, if you have a complaints rate of 0.1%, without counting Gmail, it is time to take action to avoid losing reputation.Among the activities you can pursue we suggest:
- Check the frequency with which you send emails: too much pressure on recipients can facilitate higher complaint rates.
- Check that the content is relevant to your business
- Isolate less receptive users: some users who have not interacted with your emails for a long time may not remember being subscribed to your newsletter and mark your emails as unwanted
3. the disenrollment rate
As a general rule, the unsubscribe rate should be 1/10th of the click-through rate. An unsubscribe rate similar to the click-through rate is synonymous with content that was not appreciated by recipients or that the recipient did not recognize your company.
4. The opening rate per ISP.
Blendee offers the ability to view statistics broken down by ISP (Gmail, Hotmail, etc.). Each ISP can be more or less tolerant with respect to sending statistics.If the data obtained on a particular ISP are lower than the average sendings you will be able to see what improvements you could make to the campaign to make sure that all recipients receive your e-mail.Among the main checks you can make are:
- Text/image ratio: as a general rule, a distribution of 2/3 text and 1/3 images is recommended;
- Email size: it is recommended not to exceed email at 50KB
- Check the contact list: keeping the recipient list clean by removing invalid addresses remains one of the main rules to follow
