Trend analysis for insights into your email marketing

Analysing all your data, whilst massively rewarding with the insights you gain, can be a painful exercise and may leave you feeling like you’re drowning. Spotting trends is a great way to see what is going on with your email marketing – are your opens, clicks and conversions rising / falling, how is your deliverability, which are your best performing campaigns? This can end up being a huge task with potentially gigabytes of data to trawl through, and with platform limitations restricting how far back you can go, your insight may be limited to platform specific timeframes. Since we love to go the extra mile, we developed our own system agnostic reporting suite (hosted online) which pulls data month by…

Time waits for no man…or email campaign

A question that bugs many an email marketer – is there a best day and/or time to send a campaign? You’ll probably find lots of sources telling you that Wednesday is definitely the best day, or 9am is always the best time, but it is hard to imagine one size fits all and engagement simply must be reliant on other factors than simply what time you press go. All you can do is analyse your own data to see if there is an obvious pattern. I thought I’d give analysing a 3-month dataset, which includes campaigns sent throughout the week and at various times in the morning and evening, a whirl to try to tease out any nuggets of insight.…

Getting the most out of your email marketing

Working in email can sometimes seem like a thankless task sending out millions of emails to millions of people in the hope a small fraction of the receivers open them and then a small fraction of those openers actually click and buy something. Yes you can simplify email marketing down to something as basic as blast and pray but understanding your campaign report information allows you to make informed changes and decisions to improve your email it not only makes your job easier but makes your time as an email marketeer more rewarding. Start with what you know Email marketeers should be using campaign reports to make informed decisions about their campaigns. If you’re not making decisions based off your…

Graphic showing click to open stats

Why using your softest metric is a mistake!

Have you ever been in a meeting or been that person in the meeting telling everyone it’s great, email open rates have gone up. Now it is true that if you can get “real opens” up then the rest of your metrics will hold true and that is a good thing but the proliferation of smart devices – predominately the iPhone and iPad – and the way their email client works has led to increasing numbers of “false opens”. A “real open” is, of course, when a user makes a conscious decision to open and read or at least scan your email. A “false opens” occur when a user – predominately on an email client that lists all unopened emails…