Using Alternative Email Statistics

Are you using your email statistics properly for reporting? Do you even actively check your email campaign statistics? Email Service Providers (ESPs) offer a full suite of reporting metrics but how can we better use these stats to present some real insight that will actively affect ROI? I thought I would jot down two simple ideas which may start our grey matter to ‘synaptically’ fuse!

1)      Deliverability

Deliverability is a seriously underrated and misunderstood field. It is considered un-sexy and seems to scare people but yet it is so vital to good email practice. If you do not get your email into an inbox you can have no view or click and so no return on your investment!

 

As a simple start, all I am suggesting is grouping your recipients into their respective domain names – the domain is after the ‘@’ sign (@company.com, @hotmail.co.uk etc…). So if we are sending emails to 100 people with an @hotmail.com email address I want to know how many unique views there have been and/or what that domain’s view rate is (most ESPs should provide domain metrics).

 

Analysis: If you have sent 100 emails to a domain and there are no unique views this indicates that your emails are not getting into an inbox.

 

Action: Contact your Email service provider and they will be able to assist but the usual practice would be to contact that domain’s administrator and ask them to allowlist your communications.

 

Analysis: If a domain’s total view rate is lower than 10% this indicates the majority of emails are being directed into recipient’s spam/junk folder.

 

Action: Contact your Email service provider and they will be able to assist but the usual practice would be to contact that domain’s administrator and ask them to allowlist your communications.

 

Get your emails to your contacts and you will increase views, clicks and thus conversions. There will also be less wastage of email volume and so will act on ROI form an operational (wastage) and sales (conversions) perspective.

 

Statistics

2)      Individual Targeting

Whilst everyone in communications understands that views and clicks demonstrate engagement and quite often determine data segmentation there is another metric which I consider to be an even better tool. This is the Repeat Views metric.

 

Everyone can only have one unique view however repeat/multiple views can keep growing and growing. So, with this in mind, next time you export a data list see what the top amount of repeat views is and who has them. I use the 15 repeat views as my rule of thumb to indicate that a contact has forwarded on your email campaign. Whilst ESPs can track email campaigns being forwarded using a Forward to a Friend link, it is another thing to track an email being forwarded from an Outlook inbox. These people with high multiple views (15 and over) are likely to be circulating YOUR content for you.

 

Now don’t these recipients deserve to be placed in their own mail list as VIPs? They are doing your marketing work for you, spreading your word, your offerings and your brand. If we can keep these ‘Email Angels’ happy (send them special content first or invite them to a VIP networking lunch) they are likely to remain useful and powerful brand ambassadors for you.

 

Email creates email statistics. Using alternative statistics can give you an edge and can enable you to find value where others have failed. Two simple, actionable ideas that hopefully will add that little bit extra to your email strategy – who knows it may even impress your colleagues!