What to expect from your msp email campaigns (slideshare)

Raj KheraPartner, MailerMailer (Makers of Presstacular)

@presstacular@rajkhera@mailermailer

2015 Email Marketing Metrics Report: What to Expect from Your Email Campaigns

Presentation Slides © 2015 MailerMailer LLC

DMA: Average ROI for email marketing in 2014 was $38 per every dollar spentHighest ROI for any form of direct response marketing

Email Marketing Works!


We tracked approximately 1 billion email messages from 56,000 campaignsCompare your campaigns to industry averages (opens, clicks, bounces, best day and time…)

Data-Driven Insights


Measures the number of recipients who opened or viewed messages within a campaign

Open Rate


Open Rates Trend


Open Rate by Industry


When Do People Open Email?


When Do People Open Email?


• Mobile phone screen size shows more of subject line and message text

• Gmail's decision to cache images and download them by default (43% had been reading emails without viewing images)

• Improvements to list quality (CASL and the Gmail auto-unsubscribe link)

Increase in Open Rates


Measures the number of recipients who clicked links within your campaign

Click Rate


Click Rates Trend


Click Rate by Industry


• Relevance of content to recipient• Call to action• Mobile email gets lower click rates

- Responsive emails can help improve this

- Add more spacing between links

Factors That Influence Clicks


Of the people who opened a message, how many clicked links within it

Click-to-Open Rate (CTOR)


Click-to-Open Rate by Industry


• Produce more relevant and engaging email content

• Enhance list segmentation and targeting

• Use advanced personalization techniques

How to Improve CTOR


How Scheduling Affects Rates


Open Rate by Day


Email Open Rate by Time of Day


Click Rate by Time Scheduled


Scheduling messages for delivery in the early morning or in the evening gets the best results

When to Send?


The number of emails that were not able to be delivered

Bounce Rate


Bounce Rate by Mailing Frequency


Recipient-specific information that is included in the subject line and/or body of the message

Personalization


How Personalization Affects Open Rates


Subject line personalization may be associated with spammers trying to trick recipients into opening messagesPersonalization of both subject line and content may also come off as invasive

Personalization Trends


Subject Lines


Most Popular Words


Open Rate by Subject Line Length


Most popular words used in subject lines related to deals, events/news, or timelinessLength made less difference in open rates than in past years (possibly due to increased space on mobile devices)

Subject Line Findings


Best Practices: Do’s and Don’ts


If few people are engaged, webmail providers (Gmail, Hotmail, etc.) route you to bulkThis creates your email reputationScrub list of unresponsive contacts — they are a cause of messages going to bulk

List Engagement Is Critical


• Purchase an email list — fastest way to get blacklisted

• Only talk about your company and how good you are

• Forget to monitor your reports

Don’ts


• Start, even with a small list (20 people)

• Include educational and relevant content

• Use strong call-to-action text- Subject lines- Link text

Do’s


• Email consistently, once a month is great!

• Follow up with people who open and click

Do’s Continued


mailermailer.com/metrics


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