Every individual of an organization is responsible for its growth, from the email marketer who creates the campaigns to the engineer who manages the systems that send them. The popularity of “growth marketing” strategy illustrates this desire to accelerate business, but what is growth marketing and how can it be applied to improve email performance?
Having a growth mindset, rather than one that is fixed, means understanding that it is always possible to better understand your customers. People’s preferences are not set in stone, so it’s critical to possess a spirit of self-improvement around your tools and tactics.
In essence, growth marketing is all about coordinating all the channels at your disposal to increase user engagement, and email has been proven time and again to be the best digital channel for ROI.
Much of what is discussed in business is user acquisition, the strategy of gaining new members of your audience. But once an email address has been obtained, it’s up to you to keep users interested.
Regardless of your role, you can practice growth marketing by improving these three metrics to increase user engagement.
- Open Rate – Obviously, emails can’t be opened if they’re delivered to the wrong place. Technical operations teams and email marketers alike understand that deliverability isn’t just about email acceptance, but also about the right inbox placement. Get started on the right foot with customers by ensuring that your content doesn’t land in the promotions tab, or worse, in the spam folder.
- Click-to-Open Rate (CTO) – Unlike click-through rate, which measures the total times a link was clicked, CTO more effectively determines user engagement by only calculating the number of clicks from opened emails. According to industry benchmarks, email pros should expect a 25-40 percent click-to-open rate.
- Unsubscribe Rate – Though few of us enjoy seeing unsubscribes to our emails, they do serve as a sort of “tough love” that helps improve overall list quality, as well as a learning opportunity for fine-tuning content. Setting up an email preference center is the key to reducing your unsubscribe rate, which should not exceed 0.4 percent.
These metrics are key to understanding how to communicate with your users, but there are many more that must be considered.
Find out how to implement high-performing campaigns in The Growth Marketer’s Guide to Email Metrics, co-produced by SparkPost and Iterable.
Want to know how Iterable and SparkPost work together to support the email marketing needs of B2C companies? Visit iterable.com to learn more or reach out to us to request a demo. We look forward to hearing from you!
—Alyssa Jarrett, Content Marketing Manager at Iterable
Introducing SparkPost FEELs
As Q1 winds down we wanted to release some exciting previews of the new metrics coming in Q2.
Over the past few months many of you have said, “What we need from SparkPost is more metrics! You give us so much awesome information about the email delivery process, but what we want to know is how do our customers feel about it? What did I do wrong? How amazing am I?”
Well you asked for it, and we listened!
For weeks we organized working committees, hosted focus groups, created user and marketing personas, and spent lots of time looking up agile development buzzwords to seem busy during standup meetings. We scoured the feedback from our SparkPost Community Slack team and pored over the many user-submitted feature requests. Taking that data, we leveraged machine learning, artificial intelligence, and other buzzwords we saw on reddit to discover the most useful and most requested metrics! We asynchronously polled several leading email clients to get real-world examples of user interaction and then applied deeply artificial machine learning algorithms to the resulting data store. The resulting metrics are insightful, deep, and synergistically aligned across most cross-functional teams.
Our New Social Engagement Metrics!
Number of Forgotten or Missing Attachments
We’ve all done it. You craft that masterful message to go out, filled with numerous references to the documents attached. Documents that painstakingly written and designed by hard working people. Except they aren’t there. Similar to how Google analyzes your content for potentially forgotten attachments, we can reliably track how many times you meant to attach something but didn’t… and we let everyone know via this handy counter.
Number of Novels Written
Being succinct is overrated! Why skip on the flourish or the gritty details? Walls of text are important ways to convey deep thoughts and are a clear sign of enhanced intelligence, so throwing around your “Number of Novels” stat at that next meetup will definitely help you make new friends and meaningful business connections.
Number of Emojis Used
Text based communication is known for not being great at conveying emotion, but thanks to the introduction of emoticons and emojis, we can show just how we want our message to be interpreted. By referencing the number of emoticons/emojis used, you can tell just how clearly you communicated the emotional intent of your message.
Number of Awkward Emails You Shouldn’t Have Sent
Email can be awkward. Sometimes it’s a mis-targeted email sent to the wrong list with the wrong information. Sometimes it includes a message from your CEO to your users but you misspell her name. And sometimes it’s some unintentionally inappropriate wording that made it into the subject line of your newsletter. By analyzing the opens, the forwards, and the responses to your message, we can show you just how many times you may have evoked a feeling of, “Uhh… what?” from your email recipients.
Number of Eye rolls and Sighs Per Open
Closely related to the Number of Awkward Emails Sent, eye rolls and sighs provide deep insight into your emotional engagement, message targeting, and how effective your dad jokes are.
Top Performing Clickbait Subject Lines
If you’ve ever gone to the trouble of carefully crafting a subject line that sounds amazing but doesn’t relate to your content whatsoever, someone should acknowledge how amazing you are! We track the g.p.o.’s (groans per open), r.g.m.’s (Ryan Gosling mentions), and the number of opens per message marked as spam to bring you the most cringe-worthy data possible.
How to Use The SparkPost FEELs
The new SparkPost FEELs metrics will provide you with the most relevant, non-alternative facts about how your email recipients feel about your mailings. They also provide vital insight into your own team, letting you know just who the problem is without tedious things like human interaction getting in the way. Who has time for tact and courtesy when we have all these DATA?!
We would love to get your feedback on these new metrics before they go live in Q2. So, please reach out here, on our Community Slack team, or via Twitter and let us know what you think!
Email Marketing News Digest
The latest Google Analytics and Adwords updates have a focus on multi-channel attribution and providing marketers with better clarity on what’s driving conversions. These features and the increasing emphasis on both cross-channel and multi-channel marketing strategies highlight the increasing complexity of getting the attention of customers.
The key to the inbox? Strong permissions and relevant emails. ISPs measure user feedback based on how many people are hitting the “this is spam” or “this is not spam” button. Here are four factors to examine when trying to determine why you are not making it into the inbox:
- Behavioral Targeting
Of course if you want to hear directly from the ISPs themselves and pepper them with questions, there’s always our all star ISP panel at Interact 2013 – The Digital Messaging Industry Conference. If you have a burning question on deliverability in your mind, register today!
Or is it? The DMA recently tested two different email designs in a split test and found that the skinny design had 61% more clicks. But wait – there’s more to the story. While on the surface the mobile optimized version seemed like a clear winner, it seemed that the copy and call-to-action from one particular link was driving the increase since the copy was not standardized between the 2 versions. In a second test where the copy was the same, there was no discernable click rate response difference.
Experian’s Quarterly Email Benchmark Study shows that email volume in the seond quarter was 17.9% greater than in Q2 2012. Unique open rates rose 7.2%, while unique click rates declined slightly by 0.2%. People who opened only on their mobile device averaged 10 cents per transaction while those that opened on mobile with another device averaged $1.28 per transaction. The results of the study present much food for thought when it comes to multichannel attribution. In the words of Bill Tancer, GM of global research at Experian Marketing Services,
“The path to the consumer is getting increasingly complex… We’re just now at the tip of the iceberg in knowing how to get from the initial contact to the end of the transaction.”
How do you define engagement? A one-off spike from a seasonal campaign or ongoing long term interaction from subscribers? Margaret Farmakis from Return Path says it should be the latter. Here are four important questions to ask when evaluating how engagement applies to your email program:
- How do you define engagement? Goals need to be clearly stated and the difference between an engaged and disengaged subscriber should be clear.
- How do you measure engagement? Define metrics such as those from social, user-generated feedback and those from surveys as well.
- How do your engagement metrics compare with the competition?
- What is your strategy for improving engagement?
Find out more about cross-channel banking and how to make shifting customer behavior work for your bank in our webinar!