"It's ok, we have good open and click rates." How many times have you heard that from a client or colleague? A campaign's success is often based on a handful of metrics, but these rarely give a well-rounded portrait of true customer engagement.
Are open rates declining on mobile? Have desktop and webmail opens increased? How long do subscribers actually spend reading each message?
In this actionable webinar, we dive into the other (often more) important metrics your team should be using to develop your clients' emails.
10. Let’s talk about…
Email metrics beyond opens and clicks.
How data impacts the email creation process.
Trends and behaviors behind the numbers.
What it all means for your clients’ campaigns!
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Considers the mobile user a priority
• One layout for all screen sizes
• 320-500px
• Large text & buttons
• Generous white space
• Clear calls to action
• Short, concise body copy
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Outlook-heavy audience Adjust design for preview pane, code for limited support
Image-blocking email clients Use styled alt text and background colors
Many Gmail users CSS must be inlined; consider hybrid approach for mobile
Large number of retina devices Use high resolution ‘retina’ images
Large Lotus notes audience Start looking for another job
Data-driven strategies
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Duration of engagement or ‘read rate’
How long does each subscriber spend reading messages?
Analyze read rate for each
message opened
Does this change depending
on platform?
Inform design, segmentation,
and copywriting decisions
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Give subscribers a
reason to read and return
A live Twitter feed targets users that
can see the functionality and
participate in the stream
Encourage engagement
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See where in the world
opens, prints & forwards
are happening
Why? To tailor content, inform
design, send time, segmentation,
and copywriting decisions.
Geotargeting Subscribers
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Who: Nationwide coffee chain
What: Increased email engagement 3%
• Analyzed user, time of day, geolocation, and device
type to segment & target
• Utilized different design, incentives, and time of day
sends to target users
• Used geolocation to target local stores & deliver
incentives right to the user’s inbox!
Sign-ups for mobile payment app increased by 3%
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Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive
Email
4.4%% 11.5% 58
Difference -13.7% 130% 93.3%
Who: Act-On Software
What: Increased performance with
responsive redesign and A/B testing
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Litmus Email Analytics
Individual user data w/ FTP delivery
Slice/dice to target + segment
Works with any ESP
litmus.com/giftcard
coupon code digitalagencyday