Evaluating your email blasts with email metrics
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Email marketing is the perfect tool to grow your supporter base and website traffic, but first recipients have to open the emails and click on the links, and take action. Explore concrete strategies to measure and improve email effectiveness.
Transcript of Evaluating your email blasts with email metrics
EVALUATING YOUR EMAIL BLASTS WITH EMAIL METRICS
Jason Zanon, Senior Support Specialist
By the conclusion of this training, you will be able to:
• Understand/explain open rates, click-through rates, and conversion rates
• Find and make use of these metrics in your Salsa headquarters
• Evaluate the performance of your email blasts• Identify strategies to improve your emails’
performance
Learning Objectives
Key Metrics
• Open and Click-Through Rates• Conversion Rates• Querying individual supporters based on
their email interactions.• Strategies for Improving Email
Performance.
Key Metrics
• Open and Click-Through Rates• Conversion Rates• Querying individual supporters based on
their email interactions.• Strategies for Improving Email
Performance.
Email Metrics: Definitions
)
)
) = 20.7%
) = 11.0%
Points of comparison
• Your history of previous similar blastso (Is it really similar?)
• Industry benchmarks
Image (cc) thebusybrain http://tinyurl.com/na4ubbh
Points of comparison
• Your history of previous similar blastso (Is it really similar?)
• Industry benchmarkso Annual M+R Nonprofits Benchmark study:
http://www.mrbenchmarks.com/
Email Metrics: How do they work?
• Opens are captured via an invisible image Salsa inserts into your HTML email. When the image is loaded, it pings our server.
• No open stats for text-only emails• No opens when the reader has images suppressed
• Click Throughs are captured by Salsa routing your links through Salsa tracking urls
Email Metrics: How do they work?
Recorded opens or clicks define one of four mutually exclusive statuses for every supporter who received the email.
• Send Failed• “The email address is so
malformed, we couldn’t even launch it.”
• Sent• The baseline.• “Non-openers” … sort of.
• Sent and Opened
• Sent and Clicked
Rate Stats by List Subset
Rate Stats by List Subset
Key Metrics
• Open and Click-Through Rates• Conversion Rates• Querying individual supporters based on
their email interactions.• Strategies for Improving Email
Performance.
Conversion Rates
Email Metrics: How do they work?
• Opens are captured via an invisible image Salsa inserts into your HTML email. When the image is loaded, it pings our server.
• No open stats for text-only emails• No opens when the reader has images suppressed
• Click Throughs are captured by Salsa routing your links through Salsa tracking urls
• Conversions are captured by a tag Salsa applies when a supporter clicks straight to a Salsa page and submits the page’s form
Key Metrics
• Open and Click-Through Rates• Conversion Rates• Querying individual supporters based on
their email interactions.• Strategies for Improving Email
Performance.
Queries: Finding the Folks You Emailed
Queries: Differentiating Engagement
Key Metrics
• Open and Click-Through Rates• Conversion Rates• Querying individual supporters based on
their email interactions.• Strategies for Improving Email
Performance.
Performance Enhancement I
CONTENT
IS
Performance Enhancement II
Get yourself here
• Be rigorous about list-building• Set up an SPF record
o http://tinyurl.com/spf-salsa• Use a consistent “from” email …
o … that’s not a free webmail service like @gmail.com or @yahoo.com
• “Emailing in a Spammy World”• http://tinyurl.com/spammy-world
Performance Enhancement III
(A few tips)
Performance Enhancement III
• Test, Test, Test• Cheat code: subscribe to the lists of some major
emailers and crib what they’re doing• Weekdays > Weekends• Holidays are rough (except when they’re not)• Mornings > Afternoons.
• Surprisingly early mornings may be best of all!• Clean, concise content
• Plenty of white space• One clear ask• Graphics/images few, emotionally compelling, and
severable
Performance Enhancement IV
The job of the Landing Page is to earn the Conversion
The job of the Content is to earn the Click
The job of the Subject Line is to earn the Open
CONTACT INFO
Read, learn, discuss – help.salsalabs.com
Training & Learning Team – [email protected]
Salsa Support – [email protected]
THANK YOU!
