One of the most useful things about email marketing above say direct mail, is the ability to obtain feedback, or tracking reports on each and every email sent, was it opened, deleted, marked as SPAM etc. All this information allows you to discover what your recipients are doing with your emails after you have sent them.
Email marketing companies such as GoMyEmails.com provide detailed reports after each email campaign has been sent, we will now attempt to explain to you how best to interpret the data which we provide. Essentially our reports are analytical summaries of the email campaigns we send for you, they can tell you information such as:
- Who’s emails bounced
- Why they bounced
- Who marked your email as SPAM
- Who opened your emails
- What links within your email campaign they clicked
- Who unsubscribed from your email campaign list
- Who forwarded your emails
Email marketing uses a lot of jargon, so what is bounced, or open rate, or click through rate. Below are some brief descriptions
Bounced rate
The percentage of emails from an e-mailing that never reach their intended recipient (usually due to the fact the email address is no longer valid). Usually either hard bounced or soft bounced.
Hard bounce
An email address that is rejected by the receiving server for a permanent reason (example: “email address does not exist”). Hard bounces are not valid email addresses and should be removed from lists.
Soft bounce
A soft bounce is an email that gets as far as the recipient’s mail server but is bounced back undelivered before it gets to the intended recipient. it might occur because the recipient’s inbox is full.Open rate
The percentage of individuals who open an email campaign or blast. For example, if the email was sent to 10,000 people and 2,750 of them opened it the open rate would be 27.5%.
Click through rate (CTR)
Ratio of click through to total emails sent.SPAM
E-mail spam, also known as junk e-mail, is a subset of spam that involves nearly identical messages sent to numerous recipients by e-mail. A common synonym for spam is unsolicited bulk e-mail (UBE). Definitions of spam usually include the aspects that email is unsolicited and sent in bulk
Unsubscribe
Unsubscribing, or opting out, is the process by which a subscriber to your e-mail list chooses to no longer receive e-mail information and/or advertisements from your company or organization. (Also known as Opt-Out)
The next edition will deal with reacting to email campaign results, did your email campaign measure up to your objectives if so why not?
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