February 2015 Email Marketing Report

It’s here!  My First Email Marketing Report!  I am so thrilled to test this new concept with you!  Make sure you comment, like and/or share this post so I know this is the type of content you would like to see more often!  With this report I returned to a February newsletter that I was unhappy with on the reporting numbers, and believe there is much to be learned.  I also wanted to make sure I had time to let the numbers sit, to capture the best analytics possible. To understand the various reporting terms, view the definitions in my last post.

Newsletter Title: What’s the Plan Stan
Topic:
Digital Marketing Strategy
Date Sent: February, 23, 2015
Time Sent: 11:30 AM
Constant Contact Report:

JOSB Email Reporting Introduction

My Report:
JOSB newsletter reporting numbers Feb. 2015
How to read the graph above: 

This Newsletter Numbers – the reported number of emails opened, clicked, etc.
The Newsletter % –  is the percentage form of the Newsletter Numbers.
My Average  based on the reporting of past emails.
Industry Average – based on Constant Contact Reporting for the specific industry.

Green = On target or exceeded My Average.
Red = Lacking with My Average or Industry Average.

Good
A Sent Rate or delivery rate of 99%, Spam Rate of 0%, low unsubscribed and bounced email numbers.  This ensures me all emails are being delivered and my contacts are generally happy with the content.  They are not unsubscribing or marking me as SPAM.

Could Be Better
My Open Rate is much higher than the industry average by 9 points, but lower than my own average.  I thought “What’s the Plan Stan?” was a fun way to introduce the newsletter topic of Digital Marketing Strategy.

A weak subject line is also reflected in the higher than normal “Did Not Open” Rate.  Once again, I am under the industry standard of 77%, however I am not at my average of 52%. The way to fix these two issues are to focus on stronger subject lines. 

The best way to ensure high email open rates is to have an enticing subject line. 

Finally the Clicks or click through rate, is very low for both my average and the industry average.  This tells me the content in the newsletter was not as appealing to my audience as I thought it would be.  The way to adjust this, is to look in my reporting at how many times each link was clicked.  Look for the high and low click through links.  Adjust the content for your next newsletter accordingly to their preference.  Include more content that has high click through numbers, and reduce or eliminate links that have low click through numbers.

My Takeaways:
Next newsletter needs a stronger subject line and a better focus on content that appeals to my target audience.

Side Note: 
Don’t compare your percentage numbers to mine.  The best way to increase your numbers is to measure against yourself and to test new techniques.  It is different for everyone.  Learn from me (mistakes and all) to help grow your email marketing.  Or contact me for an audit/strategy session (shameless plug).

Until next time!

– JO