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(Metrics) Between "Bounced" and "Delivered"
Jeanne Jennings discusses a growing hole in typical email marketing metrics reports, namely the oft-held assumption that...
(the number of emails sent)
minus
(the number that bounce back as undeliverable)
equals
(the number delivered)
This doesn't account for the emails rerouted to spam folders or blocked without a bounce, for example. A number that can be quite high.
It's only a problem if people aren't aware of that missing number, so don't account for it when analysing the metrics. But Jeanne's fair argument is that describing the "sent minus bounce" figure as your "delivery rate" (or similar) does tend to encourage complacency. And she calls for suggested alternative labels...
Jeanne Jennings discusses a growing hole in typical email marketing metrics reports, namely the oft-held assumption that...
(the number of emails sent)
minus
(the number that bounce back as undeliverable)
equals
(the number delivered)
This doesn't account for the emails rerouted to spam folders or blocked without a bounce, for example. A number that can be quite high.
It's only a problem if people aren't aware of that missing number, so don't account for it when analysing the metrics. But Jeanne's fair argument is that describing the "sent minus bounce" figure as your "delivery rate" (or similar) does tend to encourage complacency. And she calls for suggested alternative labels...
Permalink | October 11, 2005 |
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