Email Marketing: Metrics and Measures-IV

Unsubscribe rate

Unsubscribers are recipients who no longer want to receive your email.

Calculation Method:

Total number of unsubscribe/Total number of emails sent

Average Unsubscribe Results:

1. For a regularly mailed list expect between 0.20%-0.75%

2.For a less frequently mailed list expect between 2%-5%

Tips to lower Unsubscribe:

1.Mail only to opted in addresses

2.Keep mailing frequency regular, once per month at least is recommended

3.Remind recipients how they signed up to be on the mailing list

4.Mail only the promised or request content

5.Provide value

Email Marketing: Metrics and Measures-III

Bounce rate


The bounce rate is the percent of emails returned from the recipient’s ISP. There are two type of bounces:

Hard bounce: An email is returned because of a permanent condition like an invalid email address.
Soft bounce: An email is returned because of a temporary condition like the recipient’s in-box is full or a server is down

Calculation Method:

Total number of bounces/Total number of emails sent

Average Bounce Rates:

1.For a regularly mailed list expect between .2% .5%

2.For a less frequently mailed list expect between 5%-7%

3.First time mailing lists can be as high as 20%-30%

Tips to lower the Bounce Rate:

1.Mail regularly to keep list clean and stay in your recipients mind

2.Provide value in your emails that will be missed if email address changes

3.Mail a postcard or call a recipient to let them know their email bounced and how they can provide a new one

Email Marketing: Metrics and Measures-II

Click Through Rate:

The click-through rate (CTR) is the percent of unique recipients who click on one or more links in your email.

Calculation Method:

Total number of clicks on a link/Total number of emails sent

Average Click through Rates:

1.Prospect Mailings are from 1% - 3%

2.B2B clicks average around 7%

3.B2C clicks average around 6%

4.Non-Profit clicks average around 4%

Tips for Better CTR:

1.Include lots of links for your recipients to click

2.Keep important copy near the top and in the preview sheet

3. Use a call-to-action button to encourage clicks

4. Provide Link for images

5.Use targeted segments of your list for better response

6.Test what your recipients will click on

7.Keep the “From Label” consistent and use Company Name or who your recipients expect to hear from

Email Marketing: Metrics and Measures-I

Open Rate:

The open rate is the percent of emails actually viewed by your recipients.

Calculation Method:

Total emails opened/total emails send

Average Open Rates:

1.Prospect mailings as low as 11% - 13%

2.B2B opens average around 22%

3.B2C opens average between 15% - 20%

4.Non-Profit average around 15%

Tips for better Open Rate:

1.Mail at least once per month to stay top of mind with your recipients

2. Maintain expectations about content and deliver what you promised

3. Use strong subject lines and pre-header text to get your recipients attention in the inbox

4. Keep them From Label consistent and use Company Name or who your recipients expect to hear from

F-Shaped Pattern and Website Layout Suggestions!

Website layout is like map of a house. As we plan a house according to inhabitant, web layout should also be plan after taking user’s behavior in account.

As indicated back in April of 2006 by the Nielsen group, readers focus hard at the top left corner, and progressively less to the right and down the page. This means that you’ve got a relatively small piece of your total real-estate to both get your readers hooked on your content and to teach them how to use your site.

Users often read Web pages in an F-shaped pattern: two horizontal stripes followed by a vertical stripe. This dominant reading pattern looks somewhat like an F and has the following three components:

·Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F's top bar.

·Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F's lower bar.

· Finally, users scan the content's left side in a vertical movement. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F's stem.

Marketing Takeaway:

Users won't read your text thoroughly in a word-by-word manner. You need to optimize the content accordingly to users’ behavior. The first two paragraphs must state the most important information. The information in left column has greater probability of getting spotted, hence placing entry points (links, navigation bar, notice etc.) is recommended.