Analysing Email Metrics
How do you analyse and evaluate email marketing statistics and reports?
Popular articles:
Four ways subscriber preferences can mislead you
Advice on how to better understand your email subscribers and how to avoid poor decisions based on over-simplistic interpretations of surveys and campaign reports.
How to measure the true impact of email marketing
Interview with analytics expert Kevin Hillstrom on getting accurate numbers on the incremental benefits of email to your bottom line.
Learn from your clicks: improve CTR by 25%
Uses a typical email campaign report to explain how link position and number impact clickthroughs.
Learn from your clicks: call to action
Examines the impact of link wording and design on clickthroughs.
Open rates: 6 lessons from digging deeper and a Gmail problem
Step-by-step look at how you can review open rates to draw insights on such things as delivery issues and email client changes.
Beware the wisdom of the minority
Explains how you need to dig deeper into the data to avoid pleasing a few and annoying the majority.
Missing numbers
Describes all the other impacts your email might have and why you should consider accounting for them.
Where's the break?
A look at how you use metrics to spot the areas of your email where you need to improve.
Misinterpreting email marketing statistics
Discusses six less well-known ways in which your reports might be leading you to draw the wrong conclusions about your email's performance.
Integrating email and web analytics on a budget
Explains the value of measuring beyond the click and points to resources and articles that can help even small senders integrate email and website analytics.
Resources:
Multichannel forensics
Reveals the importance of evaluating stats over a long timeframe so you properly value each email address and don't make rash decisions on their worth.
Using Google Analytics with email marketing (Article | Another article)
Both articles demonstrate how to code your email links so that Google Analytics can track what happens to people who visit your website via your email.
Digging deeper
Shows how an apparently weak set of campaign results actually shows how much value email brings to a multichannel business.
Email delivery reporting
Explains some of the metrics used in reports and how you should use them.
Projections
Makes the case for projecting email results in advance, outlining various
excuses people use to avoid doing so.
How can you measure what you cannot measure
Reminds us of those marketing benefits of email that we tend to forget as they're not easily measurable.
Email quality assurance
A few pointers on what you should be checking and why.
Your email drives more responses than you think
Suggests how you might measure the influence exerted by your emails on recipients, but which is not reflected in clicks or immediate online purchases.
Anatomy of an E-mail Report
Describes all the things that go in the report you could (should) write every time you send out an email marketing campaign.
The Blame Game
A simple list of potential problems you can identify through an analysis of metrics, each accompanied by one or more possible issues which might explain the trouble.