Introducing Email Marketing Reports
The longer days of daylight and hints of warmer weather have inspired me to change things up a bit at JO Social Branding. I preach about knowing your audience and delivering what they want. Lately, I have studied my reports, analytics, and the numbers side of the business. This helps me see what is truly gaining the most interest for my clients and online audience base.
Case Studies. As I was looking at my numbers the Throwback Thursdays (#TBT) posts were very popular as well. You can review them: here, here, here and here. I have also been writing more about email marketing and that is a topic that is garnering much attention too.
Case Studies + Throwback Thursday + Email Marketing = Monthly Email Marketing Reports
I will be lifting the veil on my email marketing to show you what works and what doesn’t work as I continue to grow my newsletter “Social Eyes.” Every good business and organization knows it is all about transparency. The first step is to sign up for Social Eyes, so you can have this bi-weekly, social media newsletter delivered to your inbox. You will first be able to view the newsletter as a subscriber. Then the last Thursday of every month, I will reporting on the last one or two newsletters.
What this means. You can learn through this blog how to adjust your email marketing to make it work for you. If you want to take it one step further, you can hire me for a newsletter audit or to develop a rock solid digital marketing strategy for your business.
I will give a report that looks like the example below. This is an example from this newsletter “Stan’s Plan“.
Definition of the terms:
Sent: The sent number is a complete list of contacts you sent this email campaign to. The delivery rate percentage is the number of contacts who actually received the email in their inbox or spam folder.
Opened (Unique Opens): This shows one open for every contact that opened your email. If a contact loved the email and went back to view it 4 times, only one instance is recorded here.
Clicks: This report shows every contact that clicked a link in your email, which link they clicked, and how many times they clicked the link.
Spam: This number reflects the number of times that your email was considered either unwanted or unsolicited by a recipient. Generating high levels of spam complaints can negatively affect your reputation as an email marketer.
Bounced Emails: A bounce is an undelivered email. An email could bounce due to a spelling error in the address, a full inbox, a technical glitch, or any other variety of reasons.
Unsubscribed: The addresses in this list clicked the Safe Unsubscribe link within the email, essentially telling you to stop sending those contacts emails.
Did Not Open: This report shows the people who have not yet opened your email. There’s also the possibility that a contact viewed the email on a mobile device or in a preview pane, and the click didn’t register as an open.
Also included will be my individual progress. Constant Contact not only monitors current newsletters rates, it compares to your own average as well as the industry average. For instance:
This helps the email marketer to benchmark their progress against the industry as well as their own numbers.
Stay tuned for the first post in this series to launch on Thursday, March 26, 2015. Oh and make sure to subscribe to this blog (menu bar to the right), to have these posts delivered directly to your inbox!
Terminology Source: Constant Contact