September 2015 Email Marketing Report
In my August Email Marketing Report I aimed to increase my click-through rate to 14%, or double the industry average of 7.10%. This was a difficult goal to carry out that I didn’t achieve. My click-through-rate for the last 3 emails was 10%. I was still above the industry average but I continue to strive to reach my goal and double my average.
Newsletter Title: Social Media Intelligence – One Step Away From the Jetsens
Topic: Social Media News & Resources
Date Sent: September 7, 2015
Time Sent: 11:32 AM
To understand the various reporting terms, click here to view the definitions.
How to read this:
This Newsletter Numbers: are actually numbers of emails opened etc.
The Newsletter %: is the Newsletter Numbers viewed as a percentage for this email.
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.
Yellow = No change from earlier report.
Unfortunately there is much red within this report.
Which shows you are only as good as your last newsletter.
Granted I still exceeded the industry average in every instance, however compared to my average this newsletter could be better.
With this email the Sent Rate dropped 1% from last newsletter, this is due to an increase in Bounced Emails. That rate also increased by 1%. We will talk more about this shortly.
Fewer people opened and clicked in my email as well. I have noticed a trend where I have had a difficult time increasing my Click-Through-Rate. I am holding steady at 10%. I believe it is because I give too much information in my newsletter. Rather than providing a short sentence and directing the audience to where I think they would want to go, I give more content that doesn’t require them to click-through with the link. I plan to test this theory with the next newsletter by decreasing the amount of text for the social media news area. However, I don’t want it to go the other way and my own average drops as a result too.
For this post I wanted to focus on the high Bounced Email Rate. This newsletter had 8, the most I have ever had.
- 3 Vacation / Auto Replies – Being the end of summer this didn’t surprise me.
- 2 Other
- 1 Blocked
- 1 Undeliverable
- 1 Mailbox Full
When you send an email from Constant Contact, the email goes from your Constant Contact mail servers to your recipients’ mail server. If the email isn’t delivered it is “bounced back” and categorized into one of 5 buckets by your email marketing provider. They are Non-existent, Mailbox Full, On Vacation, Undeliverable, or Blocked. Learn more about these terms and what they stand for.
If the system cannot determine why the email bounced, it places it in the Other category.
It is important that you check your Bounced Email Rate in the Reporting area often. Take notice of the contacts that fall into these categories.
Hint: You can even click on a subscriber name and get their history; when they joined your list and if they opened or clicked past emails. See below.
Hint 2: If your contacts fall under the Undeliverable or Non-Existent categories make sure there are no spelling errors in the email address.
Also if the recipient’s mail server is blocking your email from being delivered there is a suggested solution on the Constant Contact FAQ page.
However, if they are repeat offenders and fall into these categories (Non Existent, Undeliverable, Suspended and Mailbox Full) for 3 times in a row with no resolution, I suggest deleting them from your list. I practice this tactic with my own contact list as well.
Why is this important?
Well for starters it is going to drop your Spam Rate and increase your Open Rate. Also, if you are paying for the program based on your contact list size you want to make sure that everyone you are paying for is getting the emails.
For my next newsletter, I plan to scale back the text on my social media area and to see if this increases my click-through-rate.
I want to hear from you has your email marketing improved with this email marketing series? Let me know in the comments below.
Don’t compare your percentage numbers to mine. The best way to increase those numbers is to measure against yourself and to test new techniques. It is different for everyone. Learn from me (mistakes and all) to help you grow your email marketing. Or contact me for an audit/strategy session (shameless plug).
Are you interested in email marketing?
As a Constant Contact Solution Provider I am certified on the program and can help any clients tackle their email marketing needs. Contact me for more information or Sign Up with Constant Contact today!
**This post contains affiliate links. Sign up for ‘Social Eyes‘.