How Are Your s Performing? Interpreting Deliverability Statistics Marketing Education & Training for Resellers

Purpose wThis presentation is a guide to common deliverability statistics, how to interpret them and what actions to take wThe effectiveness of any marketing campaign hinges on deliverability wDeliverability metrics answer questions like: –Are your promotional s reaching recipients’ inboxes? –Are recipients opening your s? –How accurate is your list?

Sent s wDefinition: The number of s that were actually sent after list scrubbing and de-duping wWhat it Indicates: If this number differs from the total number of s on your list, then –It is likely that some of the s on your list are inaccurate or contain typing errors –You may have duplicates on your list wSuggested Actions: –Check your list for accuracy and duplicates

Delivered s wDefinition: Of the s that were Sent, this is the number that reached recipients’ inboxes wWhat it Indicates: If this number differs from the number of Sent s, then it is likely that the undelivered s were either filtered as spam or bounced back. wSuggested Actions: –To prevent your s from being filtered as spam, send your recipients an initial permission message asking them to add the address from which your s are sent to their address book and repeat this message on all of your promotional s –i.e. To make sure you receive great offers from Dealer ABC, please add to your address

Bounces & Bounce Rate wBounces: The number of Sent s that bounced back wBounce Rate: This represents the proportion of Sent s that Bounced. The bounce rate norm is around 9%. wWhat it Indicates: There are various reasons why these e- mails bounced, such as –Incorrect addresses – addresses that no longer exist –The recipient’s inbox is full wSuggested Actions: –Verify and correct bounced addresses –Record the date that addresses are added to your list and periodically verify the information

Opens & Open Rate wOpens: This is the total number of Delivered s that were opened wOpen Rate: The proportion of delivered s that were opened. The average open rate is 32%, but anything above 20% is considered good wWhat it Indicates: The higher the open rate, the more receptive customers are to promotional messages from you wSuggested Actions: –Make sure that you get recipients’ permission before adding e- mail addresses to your list –Segment your list and send relevant offers to your customers, i.e. Technology offers to buyers of tech products –Follow best practices when writing subject lines

Clicks & Click Rates wClicks: Recipients who clicked on a link in the wClick Rate: Proportion of Delivered s that clicked. The usefulness of this statistic is limited, as delivered s were not necessarily opened. 1% is the industry norm. wClick-to-Open Rate: The proportion of Opens that clicked. Using this measure, 3% is the industry norm. wWhat it Indicates: –If links in offers lead to a place where customers can order, this can be an indicator of the popularity of the offer –Keep in mind that this can be dependent on how customers are accustomed to ordering from you. i.e. If orders are generally placed over the phone, customers are less likely to click. wSuggested Actions: –Link offers to specific pages or offers on your website –Design your website so that customers can easily place orders for promoted items

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