Does the content you offer encourage the customer to click?
Is the opening rate truly indicative?
These are just two of the questions we often ask ourselves when we are about to tackle the analysis of our emails.
By studying the campaigns sent via Blendee we have developed 4 tips to help you read the information. Here they are:
1. Analyze the reactivity rate
The reactivity rate is given by the number of clicks divided by the number of openings. This data helps us understand if the content created for our email campaign was interesting for our recipients by relativizing the opening and click rates. If, for example, the content, starting from the subject, was not attractive, the email would have a low opening rate and the click rate would not tell us whether our content was interesting or not. Conversely, if you had a high reactivity rate, you would know that there were many clicks in relation to the openings, a symptom of the validity of the content.
2. the rate of complaints
If a customer reports our email as list of australia consumer email spam, you will find in Blendee, among the bounce reasons, the item complaints. Keeping the complaint rate under control is essential to decrease the reputation that the Internet Service Provider has assigned to your sending IP. For most Service Providers the limit threshold is 0.1% beyond which our reputation could decrease. Some ISPs (Gmail) do not share this information but, in general we can say that, if you have a complaint rate of 0.1%, without counting Gmail, it is time to act to avoid losing reputation. Among the activities that you can carry out we suggest:
Check how often you send emails: too much pressure on recipients can help increase the rate of complaints.
Make sure the content is relevant to your business
Isolate less receptive users: some users who have not interacted with your emails for a long time may not remember having subscribed to your newsletter and may mark your emails as unwanted.
3. the unsubscription rate
As a general rule, the unsubscribe rate should be 1/10 of the click-through rate. An unsubscribe rate close to the click-through rate is indicative of content that was not appreciated by the recipients or that the recipient did not recognize your company.
4. The open rate per ISP
Blendee offers the possibility to view statistics divided by ISP (Gmail, Hotmail etc.). Each ISP can be more or less tolerant with respect to sending statistics. If the data obtained on a certain provider are lower than the average of sending, you will be able to understand what improvements you could make to the campaign to ensure that all recipients receive your email. Among the main checks that you can carry out we point out: