Email marketing is a powerful promotion channel for e-commerce marketing. Knowing some common indicators can help you quickly evaluate the campaign's sending and marketing effects. Common key indicators of EDM marketing are as follows:
Mail event delivery details
Delivery rate
Calculation method: (Number of successfully sent emails/Total number of emails sent)*100.
The delivery rate is an important indicator that reflects the quality of account reputation and user list and is mainly related to sending tools, contact list quality, and email content.
Contact List: The correct email address is a must for good delivery. Wrong, invalid, or deleted mailboxes often lead to a high bounce rate and affect the delivery situation and the channel's reputation in the long run. Therefore, when collecting user subscription mailboxes, it is recommended to enable the secondary confirmation process to ensure the correctness of the mailboxes. Also, make sure the recipients who agree to receive email promotions are not an informal list purchased externally.
Sending tools: Some marketers will choose free mailboxes for mass sending to reduce costs, but there is a quota of free mailboxes. The sending rate will gradually drop over time. Moreover, free tools will not perform account maintenance, the rise in the complaint rate is detrimental to the deliverability, plus there will be a risk of account suspension. Therefore, choosing a professional mass mailing platform is necessary to achieve long-term and stable mass mailing.
SmartPush is currently the only EDM system tailored for SHOPLINE merchants on the market. Before sending, it will automatically check the user list to ensure all recipients are valid. There is a professional mechanism to handle complaint mailboxes and maintain the health of the sending channel so that your mail delivery rate can reach over 99%.
Email content: Email content should not involve illegal content such as pornography, gambling, drugs, weapons, guns, and phishing websites. Avoid content and wordings commonly used in spam emails. Complaints, rejections, and reports will block sending mailboxes, IP addresses, and domain names and even be judged as untrustworthy senders by mail service providers such as Gmail. What’s worse, future emails will go straight to the recipient's spam box or can't even be delivered.
Open rate
Calculation method: (Number of open emails/Number of successfully delivered emails)*100
It reflects how many users have opened your EDM and indicates how users are interested in your emails. The title is the most important factor affecting the open rate. Appropriate use of friendly nicknames and Emojis can increase the user's favorability and improve the open rate. You can also use A/B Test to test which email title is more appealing.
CTR (Click-through rate)
Calculation method: (Number of mailboxes that have clicked on the content of the email / Number of successfully delivered emails)*100
It is used to evaluate the user's interest in the content of the email and can also observe the user's preference interest. If the open rate is high but low click rate, you need to adjust the EDM content on time. The design of the click position also reflects your marketing purpose. Suppose there is a follow-up purchase/registration goal-oriented conversion. You need to strengthen the follow-up conversion tracking—the increase in email click-through rate results from the brand's long-term business optimization.
CTO (Click to Open)
Calculation method: (Number of clicks / Number of users who opened the email)*100
CTO reflects the user's interest in your email content. A good CTO is generally between 20%-30%. Compared with the general click-through rate, this indicator can more intuitively reflect the attractiveness of the click button design, email layout, and content gimmicks in the email content.
Bounce-back rate
Calculation method: (Number of bounced mailboxes / Number of successfully delivered mailboxes)*100
When an email is bounced back, it means that the email cannot be delivered to the corresponding mailbox, which is an important criterion for reflecting the quality of the user list. Bounces are generally divided into hard bounces and soft bounces. Hard bounces indicate that the mailbox can never be delivered, usually invalid mailboxes, wrong mailboxes, or non-existent mailboxes. Soft bounce mailboxes are valid email addresses; however, emails could not be delivered due to certain restrictions or short-term issues. Short-term issues usually include when the user’s mailbox is full, and the server is disconnected, the email size is too large, etc., which will cause a soft bounce.
A reasonable bounce rate should be controlled within 5%, of which the hard bounce rate should not exceed 3%. Otherwise, the credibility of the sending channel will be affected. To ensure the quality of your EDMs, you should check the hard bounce mailbox immediately and stop sending the emails to those mailboxes while trying to re-send emails to soft bounce mailboxes after a while.
Activity effectiveness
Proper use of UTM parameters can help effectively track the whereabouts of email traffic and conversion results. There are five modules for UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, and utm_content, of which utm_source and utm_medium are required. After setting the UTM parameters, they can be added to the specified website link.
The SmartPush platform supports custom editing of UTM parameters on the email editing page. If the UTM tracking function is enabled, SmartPush will automatically splice each link in the email content according to the parameters you enter, which greatly saves your production costs. It is convenient to track the effectiveness of email conversions. After the emails are sent, you can easily view the sales conversions from each email task in the performance dashboard. You can also see the detailed information of your email user's whereabouts, conversion funnel, etc., on third-party tracking tools such as Google Analytics. You can also download the order details in the SHOPLINE store background and select the UTM message to track the order conversion of the mailing campaign.
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