4 KPIs for Measuring Email List Growth

List-AdEmail list growth is the foundation of email marketing program. Unless you keep care in protecting and growing that list you will end up non functional email marketing program. Recently, I wrote a post on 23 Metrics for Email Marketing Metrics that you should know about, in this post I am taking 3 metrics from that list and adding one more to call out the 4 KPIs (Key Performance Indicators) to measure the email list growth.  Here are the four KPIs:

  1. Email Complaint Rate/Spam Complaint Rate – SPAM complaints can kill your marketing program. This KPIs allows you to see if SPAM complains are becoming an issues, you goal should be to minimize this KPI. Spam complaint rate is measures as the percentage of your email recipients who marked your emails as Spam. Looking at this number campaign by campaign and then aggregated over month will show you if you are annoying your subscribers to a point where they consider your email as spam. This number is readily available in most of the ESP.
  2. Subscribe Rate – This KPI measure the effectiveness of your marketing/content in driving new email subscribers.  Your goal should be to increase this KPI. Subscribe rate is expressed as a percentage and is calculated as New Subscribers divided by visitors who are not already in your list. Most of the Web Analytics tools will provide you this number by tracking the completion of emails subscription page as a goal/conversion. These tools use the total goal conversions divided by total visitors on the site during the specified period to calculate the conversion rate (Subscribe Rate). The default conversion rate calculation by web analytics tool will also count anybody who has already subscribed to your list thus inflating the denominator. In most cases the default calculation will suffice but if you do want to get accurate numbers then you will have to setup your web analytics tool to not count people who are already subscribed.
  3. Unsubscribe Rate – Is the percentage of your emails recipients (subscribers) who chose to unsubscribe from your future mailings. Unsubscribe Rate is calculated as number of unsubscribes divided by email delivered and is expressed as a percentage. It measures the effectiveness of your email marketing strategy and the quality/relevance of your email marketing. If this number continues to rise, you have a problem that should be immediately fixed. The fixes range from adjusting the email frequency to increasing the relevance of the message.
  4. List Growth Rate – This is ultimately the one metric that everything else boils down to. If you have to only show one metric on your dashboard or optimize for one metrics then use this one as it is calculated using the other three that I have listed above.  This KPI measures how fast your email list is growing, it is the net results of new subscribers minus the unsubscribes (including hard bounces) and email/spam complaints. It is calculated as, Growth (new subscribers ) – Loss(unsubscribes + email complaints) divided by total list size of your email list. Your email marketing program depends on List Growth so watch this number closely and take actions to actively grow your email list.

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Here are few more email marketing posts that you will like:

  1. 23 Email Marketing Metrics That You Should Know
    This post lists all the email marketing metrics that you will ever need.
  2. One costly email mistake that you can easily fix
    Growing email list is a hard job. All you Growth hacking goes down the drain when you make a simple mistakes that costs you subscribers that you just gained. This posts you one such mistake and how to fix it.
  3. Email Personalization Not Working? Read This
    This posts explains why the email personalization might not work. The bottom line is that you have update your personalization criteria over time and test it.
  4. 3 Techniques for Expanding your Email Reach
    Email marketers are facing a tough time with growing emails remaining unopened and unsubscribes. Acquiring new subscribers using old techniques is expensive. In this post I have listed 3 techniques that you can use to spread the word of your emails/newsletters beyond the email list that you are sending the emails to.
  5. Are You Depleting Your Email List?
    Email marketers, in order to maximize short term conversions, often bombard irrelevant emails in subscribers inbox However this short term mentality results in erosion of long term viability of their email marketing, due to increase in unsubscribes causing depletion of email lists.
  6. 15 Things to Test in your Email Campaign
    This post talks about 15 things you can test today.
  7. Targeting Cart Abandonment by Email
    Targeting Cart Abandonment is a great way to drive conversions however, use incentives/offers cautiously.
  8. Conversion Tip: Making the Most of the Email Confirmation Thank you Page
    Use your Confirmation page effectively, this posts shows an example of a good page and a not so good page.
  9. Number One Email Marketing Mistake
    Number one mistake marketers make with email marketing is to send “Irrelevant” messages to their customers. Find out why this strategy has a far-reaching impact on your email marketing program.
  10. 7 Ways to Create Relevancy in Emails
    7 tried and tested ways of creating relevancy in emails are described in this post.
  11. Relevancy Matters in Email Marketing
    This post shows an example of an email that missed the opportunity to convert.

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23 Email Marketing Metrics That You Should Know

541529038706138A while ago I wrote a post on Measuring Online Display Advertising. Continuing the theme, in this post I am describing 23 metrics for measuring email marketing.

  1. Sent: The numbers of emails (generally unique email address) that were sent. This number excludes any suppressions that occurs due to business rules, privacy compliance etc. Your email service provider (ESP) will have these number as a standard metrics in their reports. This is a raw metrics that is used to calculate other email performance metrics and is generally of low value by itself so should not be used as a Key Performance Indicator (KPI).  A trending of this metric overtime can provide you a view into the health of your marketing list.
  2. Delivered is a count of emails that made their way into the recipient inbox.  If an email was rejected by the recipients email provide then it is not counted as delivered. If an email shows up in junk folder, it is still counted as delivered. Your email service provider will have these number as a standard metrics in their reports. This is a raw metrics that is used to calculate other metrics.  A trending of this metric overtime can provide you a view into the health of your marketing list.  Delivery rate (described below) is a better indicator of Delivery issues than the raw number. This metrics by itself is not a KPI but forms a basis for other KPIs.
  3. Delivery Rate – It is calculated as Emails Delivered divided by Emails sent, expressed as a percentage is Email Delivery Rate. Delivery Rate measure the quality of your email list, goal is to have 100% delivery rate, but I can guarantee that it is not going to happen. Any deviation from 100% should be investigated to see what is causing the issues. If there are some hard bounces (see below) then those should be removed promptly. Too many hard bounces can lead to spam triggers and further delivery issues.
  4. Bounce – An email is considered a bounce when it cannot be delivered to the intended email address. There are two types of bounces – Hard Bounce and Soft Bounce. Hard bounce generally means that the email address is wrong or no longer exists. Soft Bounce generally means that the addresses exists but either the inbox is full or is having temporary issues, the message is too large to deliver etc. You should immediately remove Hard Bounces from your email list since they are dead and you will never be able to deliver an email to them. Raw number of bounces should not be used as a KPI.
  5. Bounce Rate – Bounce rate is measured as Bounces divided by emails sent, expressed as a percentage. It is exact opposite of Delivery Rate. (Note: this should not be confused with the Landing Page Bounce Rate)
  6. Total Opens: Total opens measure the number of times your email has been viewed by the recipients. It gets counted when a recipient opens the email. Emails use a small invisible pixel (image) that gets loaded every time an email is viewed, the loading of this invisible pixel is counted as an open. Few things to keep in mind
    1. Any recipient who have disabled the images will not be counted in the open metrics since the invisible pixel won’t be loaded.
    2. Any recipient who has preview pane open will be counted as open as the emails gets loaded in preview pane enough though the person might not actually open it.
    3. Multiple views by same respondent will increase the open count, one for each view (open).
  7. Unique Opens – This measures the number of unique recipients who opened the email. Unlike Total opens, multiple views (opens) by a same recipient will be counted as one unique open.
  8. Total Open Rate – This measure the effectiveness of your subject line and your brand (shown in from column of email) in driving people to open the emails. Email open is the first action by user in their journey to engage with your email. This metrics is calculated as Total Opens divided by Delivered, expressed as percentage.
  9. Total Clicks or Clicks – Total number of clicks on any link in the email is counted in this metric.  Keep in mind that a click does not mean that a person landed on the intended destination of the link hence you will likely see a discrepancy in this metric, as shown by your ESP, and the number shown in your Web Analytics tool. There are multiple factors that could lead to a click but not a visit to the destination. If one recipients clicks on multiple links then each click is counted in this metric.
  10. Unique Clicks – Unique Click counts the number of unique recipients who clicked on one or more clicks. Unlike Total Clicks, Unique clicks counts each person only once, no matter how many links that person clicks.
  11. Click to Open Rate – It measures how effective your newsletter content is in driving people to take actions. It is calculated as Unique Clicks divided by Unique Opens, expressed as a percentage.
  12. Total Click Through Rate – It is calculated as Clicks divided by Delivered, expressed as a percentage. If a person clicks on 2 links then the number of clicks will be 2. Considering that one person (email recipient) can click multiple links in the email, this number can potentially go over 100%.
  13. Unique Click Through Rate – It is calculated as Unique Clicks divided by Delivered, expressed as a percentage. Even if one person clicks on multiple links, only one click is counted in this calculation. Keep in mind that if someone talks about Click through Rate then they are referring to this metrics. This is also used for industry benchmarking by various vendors.
  14. Email Conversions – Email Conversion is defined as the count of action that you want the visitors to take when they arrive as a direct result of a click on the email. Some examples of conversions are – purchase, download a whitepaper, sign up for an event etc.
  15. Conversion Rate – It is calculated as Number of Email Conversions divided by Delivered, expressed as a percentage. Some vendors use the sent metrics as denominators and in some organizations I have seen the Unique clicks (visits in the Web Analytics tools) used as the denominators. (also see, 21 Metrics to Measure Online Display Advertising)
  16. Unsubscribes – Number of emails recipients who chose to unsubscribe from your future mailings. This number is available in your ESPs report.
  17. Unsubscribe Rate – Unsubscribes Rate is calculated as Unsubscribes divided by Delivered and is expressed as a percentage. It measure the effectiveness of your email marketing strategy and the quality/relevance of your email marketing. If this number continues to rise, you have a problem that should be immediately fixed. The fixes range from adjusting the email frequency to increasing the relevance of the message.
  18. Email Complaint or Spam Complaint – Number of email subscribers who have marked your emails as Spam. This number is readily available in most of the ESP. SPAM complains can totally kill your email marketing so this number should be watched closely and steps should be taken to ensure that you have users permission to market and are sending the relevant messages at the right frequency. This number should be available from your ESP
  19. Email Complaint Rate/Spam Complaint Rate Number of emails complaints divided by total emails delivered, express as a percentage.
  20. List Growth Rate – Measures, how fast your email list is growing, it is the net results of new subscribers minus the unsubscribes and email/spam complaints. You have to make sure that your list continues to grow rather go in negative direction. Growth (new subscribers – unsubscribes- email complaints) divided by total list size is your growth rate. Your email marketing program depends on List Growth so watch this number closely and take actions to actively grow your email list.
  21. Forward Rate/Share RateThis measures the emails forwarded (shared) by your recipients to their friends/contacts. It is calculated as number of forwards divided by number of emails delivered and is expressed as a percentage. It provides a view into the effectiveness of your email in not only engaging your recipients but also driving new subscribers, people who become of your brand as a results of receiving emails from their friends. This number is available in some ESPs.
  22. RevenueThis measures the Revenue generated as a direct results of email. Several version of Revenue as a KPI are
    1. Revenue Per Sent – Revenue attributed directly to the email divided by number of emails sent. This is also sometimes expressed in terms of Revenue Per 1000 (RPM).
    2. Revenue Per Click – Revenue attributed directly to the email divided by number of unique clicks.
    3. Revenue Per Open ­ – Revenue attributed directly to the email divided by number of unique opens.Revenue numbers won’t be available in your ESP but can be tracked in Web Analytics tools for online sales.
  23. CPM – CPM stand for Cost Per Mile (1000 in Latin). This is generally used when you rent/buy emails list from third parties. It is the cost of renting 1000 email address and is calculated as (Cost/Emails)*1000. This rate should be provided to you by the vendor from whom you are renting the list. If not provided then you can use the above calculations.

Here are few more email marketing posts that you will like:

  1. One costly email mistake that you can easily fix
    Growing email list is a hard job. All you Growth hacking goes down the drain when you make a simple mistakes that costs you subscribers that you just gained. This posts you one such mistake and how to fix it.
  2. Email Personalization Not Working? Read This
    This posts explains why the email personalization might not work. The bottom line is that you have update your personalization criteria over time and test it.
  3. 3 Techniques for Expanding your Email Reach
    Email marketers are facing a tough time with growing emails remaining unopened and unsubscribes. Acquiring new subscribers using old techniques is expensive. In this post I have listed 3 techniques that you can use to spread the word of your emails/newsletters beyond the email list that you are sending the emails to.
  4. Are You Depleting Your Email List?
    Email marketers, in order to maximize short term conversions, often bombard irrelevant emails in subscribers inbox However this short term mentality results in erosion of long term viability of their email marketing, due to increase in unsubscribes causing depletion of email lists.
  5. 15 Things to Test in your Email Campaign
    This post talks about 15 things you can test today.
  6. Targeting Cart Abandonment by Email
    Targeting Cart Abandonment is a great way to drive conversions however, use incentives/offers cautiously.
  7. Conversion Tip: Making the Most of the Email Confirmation Thank you Page
    Use your Confirmation page effectively, this posts shows an example of a good page and a not so good page.
  8. Number One Email Marketing Mistake
    Number one mistake marketers make with email marketing is to send “Irrelevant” messages to their customers. Find out why this strategy has a far-reaching impact on your email marketing program.
  9. 7 Ways to Create Relevancy in Emails
    7 tried and tested ways of creating relevancy in emails are described in this post.
  10. Relevancy Matters in Email Marketing
    This post shows an example of an email that missed the opportunity to convert.

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One costly email mistake that you can easily fix

Are you loosing your email subscribers right after they are signing up? If yes then you might be making a similar mistake that I encountered recently. Here is what happened to me:

I submitted my info on coolinfographics.com to download a free chapter of the book. After I filled the form, I got a message that I will get an email with a link to the download.  I eagerly waited for the email to arrive. As soon as I got the email, I opened it and quickly clicked on a very prominent and long link. I was expecting to see a page where I will either be able to download the chapter or my download will automatically start. Instead I got the following message:

unsubscribe-1

What???? What just happened?

Turns out that the long prominent link in this email was not the link to download the sample chapter, instead it was an Unsubscribe link.  So I accidentally unsubscribed from the mailing list I subscribed only few minutes ago.  I am sure, I am not the only one who has done that. I wonder how many subscribers is this site is losing due the design of this email?

unsubscribe-2

Here are two mistakes in this email

  1. The unsubscribe link is bigger and more prominent than the actual download link (main Call to Action).  My eyes directly went to the long link and without even thinking twice, I clicked on it.
  2. Transactional Emails do not require you to have an unsubscribe link (See http://www.spamresource.com/2009/12/is-unsubscribe-link-required.html). Since this is a transactional email so you don’t need give an option to unsubscribe.  You can argue that it is a best practice to provide an Unsubscribe link. Sure if you want to provide an option then make it a small in font and length.

Fixing the problem:

Simple solution is to remove the attention from Unsubscribe link and make the main Call to Action (Link to Download) stand out, see below for a revised version:

 unsubscribe-3What do you think? Questions? Comments?

BTW: If you are interested in data visualization then go ahead and check the sample chapter or buy the Cool Infographics: Effective Communication with Data Visualization and Design at Amazon.

9 Email Marketing Posts That Are Worth Reading Again

Many old post are still relevant after few years but are hard to find on a blog. So I have gone back and found 9 such blog posts on “Email Marketing” from my blog. Below are these 9 posts:

  1. Email Personalization Not Working? Read This
    This posts explains why the email personalization might not work. The bottom line is that you have update your personalization criteria over time and test it.
  2. 3 Techniques for Expanding your Email Reach
    Email marketers are facing a tough time with growing emails remaining unopened and unsubscribes. Acquiring new subscribers using old techniques is expensive. In this post I have listed 3 techniques that you can use to spread the word of your emails/newsletters beyond the email list that you are sending the emails to.
  3. Are You Depleting Your Email List?
    Email marketers, in order to maximize short term conversions, often bombard irrelevant emails in subscribers inbox However this short term mentality results in erosion of long term viability of their email marketing, due to increase in unsubscribes causing depletion of email lists.
  4. 15 Things to Test in your Email Campaign
    This post talks about 15 things you can test today.
  5. Targeting Cart Abandonment by Email
    Targeting Cart Abandonment is a great way to drive conversions however, use incentives/offers cautiously.
  6. Conversion Tip: Making the Most of the Email Confirmation Thank you Page
    Use your Confirmation page effectively, this posts shows an example of a good page and a not so good page.
  7. Number One Email Marketing Mistake
    Number one mistake marketers make with email marketing is to send “Irrelevant” messages to their customers. Find out why this strategy has a far-reaching impact on your email marketing program.
  8. 7 Ways to Create Relevancy in Emails
    7 tried and tested ways of creating relevancy in emails are described in this post.
  9. Relevancy Matters in Email Marketing
    This post shows an example of an email that missed the opportunity to convert.

Email Personalization Not Working? Read This.

I am a big believer in targeting and personalization and have written extensively about it in this blog. However, targeting and personalization is not “set it and forget it” strategy. It needs to be continually tested to make sure that it is working and driving value. Sometimes you have to test and see if “no-personalization” will yield better results than personalization.

To make my point, let’s take an example:
I get a weekly promotional email from a prominent marketing company. They personalize the email subject line (good so far).
Here are few subject lines

  • How [XYZ Company] Should Kickoff New Clients
  •  Ensure that [XYZ Company] delivers great PPC campaign
  • The rules of online branding that [XYZ Company] needs to know

Note: Instead of [XYZ Company] they use the name of the company I used to work with.

However there is an issue with the way they do personalization. Do you see the issue?

The issue is that they use the name of the company I USED TO WORK FOR. I left that company over a year ago and the subject line is so irrelevant to me that I don’t even open the emails. Though rest of the subject line may be relevant, adding personalization (company name) just makes me ignore that email.

This is a perfect example of why personalization fails.

This can be easily avoided by analyzing the data to figure out which subscribers are not responding to these personalized messages and test a different kind of personalization or completely drop the personalization.

Company names, titles, associations, job roles etc. change and your personalization needs to change when that happens. The key is to actively analyze the data and test.

Do you have any other examples of Failed Personalization? If yes, I would love to see those.

 

Also see: 7 Ways to Create Relevancy in Emails

3 Techniques for Expanding your Email Reach

“Email-Marketing” image is copyright by ePublicist and made available under a Attribution-NoDerivs 2.0 Generic license. Source: http://www.flickr.com/photos/epublicist/8585152039/sizes/l/in/photostream/

Email marketers are facing a tough time with growing emails remaining unopened and unsubscribes. Acquiring new subscribers using old techniques is expensive. Below I have listed 3 techniques that you can use to spread the word of your emails/newsletters beyond the email list that you are sending the emails to.

  1. Add social sharing in your emails – Let your loyal email subscribers help you. Add easy social sharing links/buttons to help them tweet, share on Facebook, linked in etc. If they like something in your email they will share it with their followers and friends. This will not only spread your messages but also will provide you with new subscribers.
  2. Segment differently – If you are doing segmentation to send emails, it is possible that you might be able grow the list of people in your segment by thinking beyond your current segmentation criteria. For example if you are sending a particular emails to who have listed their title as “Web Analyst”, you can extend the list by looking for subscribers who have not listed themselves as “Web Analyst” but exhibited behavior that looks like “web analysts” e.g. downloaded a whitepaper on tag management.
  3. Find Look Alike Using 3rd Party Data – You can go beyond emails and use 3rd parties to find “Look Alikes” of your loyal subscribers/customers. Find you loyal email subscribers/customers based on email opens/clicks/conversion and use their cookies to find more people like them using 3rd party cookie matching solutions such as BlueKai, i-Behavior etc. (Make sure not to cross the privacy lines when using these services).

I would love to hear about other techniques that you might be using.

Related posts

  1. Are You Depleting Your Email List?
  2. Number One Email Marketing Mistake
  3. 7 Ways to Create Relevancy in Emails

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Books that I am reading or have read recently

  1. You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
  2. Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die
  3. Data Points: Visualization That Means Something

Are You Depleting Your Email List?

In all the effort to drives conversions marketers often forget to measure “Unsubscribe” metrics and their impact on the email marketing.  As I mentioned in my post “Number One Email Marketing Mistake”, email marketers, in order to maximize short term conversions,  often bombard irrelevant emails in subscribers inbox However this short term mentality results in erosion of long term viability of their email marketing, due to increase in unsubscribes causing depletion of email lists.

Getting an unsubscribe is easy, however getting more people to subscribe is very difficult and expensive. Email marketers need to have a long term view and protect the subscribers they have. They need to treat reducing the unsubscribes as critical, if not more, as driving people to subscribe.

I have come across some cases where the list situation is so bad that the unsubscribes will completely wipe out the marketers ability to do emailing marketing in next few year.   In order to ensure that you have a viable list, you need to closely watch and analyze the unsubscribe and subscribe metrics, few metrics that you should look at are:

  1. Total Unsubscribes/Total Email List in your database– This will help you understand what % of emails you can actually email to.
  2. Percent Unsubscribes/Email Sent – This will help you figure out if you need to adjust your email frequency.
  3. New Unsubscribes/New Subscribes – This ratio if greater than 1 than you are heading for trouble. Lower than 1 indicates that the direction is good though you need other numbers to understand the full impact.

In addition you should look at you ability to grow the list and see how soon you will hit the growth plateau. Once you hit the growth plateau, reducing the unsubscribes becomes even more critical.

Related Post: 7 Ways to Create Relevancy in Emails

 

Number One Email Marketing Mistake

Number one mistake marketers make with email marketing is to send “Irrelevant” messages to their customers. It is not because they don’t understand that sending relevant messages drive higher conversions. It because they think that email messages are “Free” and incremental cost of sending messages to “non-target” customers is Zero. They hope that, by sending emails to everybody, some of the “non-target” customers will respond to their message thus causing overall conversions to go up.

However, this is a big mistake because what they don’t realize is that ultimately they will lose the privilege to this “Free” marketing.  Here is how you can see this unfolding and ways you can measure the impact

  1. In the beginning, engagement with the “irrelevant” email starts to slow down. People still open emails with a hope (if brand is one that they trust) that they might find something relevant to them.  This issue will be evident in your declining (or low) click-through rate.
  2. Then when people get tired of opening irrelevant emails, they start to rely on subject lines to see if there is anything relevant for them. This issue will become evident in declining (or really low) open rates of emails.
  3. Over time, all the irrelevance ultimately annoys people. Nobody wants a clutter of irrelevant emails.  Next step they take is to remove themselves from them madness.  You will see this manifest itself in higher or constantly going up unsubscribe rate.
  4. All this madness will ultimately lead to SPAM complaints.  As these grow the domain will be blacklisted and with it will go the privilage of “Free” marketing.

So if you are one of those who think “Email” marketing is free, it is time for you to stop and reevaluate how you are doing your email marketing. Here are few tips to ensure that you continue to do you “Free” marketing:

  1. Segment your customer base and only send relevant message to them , e.g. if a customer has never bought Women’s products from you then don’t send them an offer for 50% off on Women’s Clothing (See my post about Nordstrom’s email marketing Relevancy Matters in Email Marketing and 7 Ways to Create Relevancy in Emails)
  2. Continuously test your segments to improve your Open Rate, CTR and Conversion Rate and Conversions
  3. Based on your learning, further segment and develop micro segment to further drive relevance and effectiveness
  4. Keep in Mind: Always be Relevant and Always be Testing

15 Things to Test in your Email Campaign

Email open rates and click through rate have both declined over recent month as reported by eMarketer (Avg. Open rate is 11.2% while Avg. CTR is 1.6%).

This seems like a bad news for emails. What is going on? Is Social Media responsible for this decline or are there other reasons?

Who knows what the future holds for email marketing but for now email is alive and marketers can improve both the open rates and click-through rates by just doing a little bit more than they are currently doing.

The key to email success is giving customer what they want and in a format that they want. Nothing revolutionary but something that’s often forgotten in email marketing.
All this boils down to

  1. Segmentation and Personalization
  2. Testing

To address the first point, read my blog post “ 7 Ways to Create Relevancy in Emails.
In this post I am addressing the 2nd point i.e. Testing. Below are 15 things that you should test in your email campaign.

Open Rate Improvement
Below are the 5 things to test to improve the open rate of your email newsletter.

  1. From Email Address
  2. From Name
  3. Subject line
  4. Day of delivery
  5. Time of the day

Click through Rate Improvement
Below are the 10 things to test to improve the click-through rate of your email newsletters.

  1. Layout of the newsletter e.g. 2 column v/s 3 column
  2. Colors e.g. background color, side columns colors, colors of different sections and links
  3. Fonts and formatting of titles, text etc.
  4. Images – e.g. size, placement of hero image (main image)
  5. Images along with stories v/s stories without image
  6. Article length – how many words should you show in the newsletter article summary before you make the users click to your site
  7. Above and below the fold content – test if moving content above and below the fold impacts the click-through rate
  8. Left and right placement of the links, stores etc.
  9. Anchor text length in links – Do people click on longer links more than shorter links?
  10. Action words v/s non-action words in hyperlinks e.g. Does “Download Now” works better than “you can download the whitepaper”?

Keep in mind that if you don’t give customer what they want then it will first show up in dropping click-though rates, leading to lower open rate and finally resulting in unsubscribes and demise of your email marketing.


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Conversion Tip: Making the Most of the Email Confirmation Thank you Page

Email sign-ups are a very common ways for businesses to capture a potential lead. Visitors who are interested in your product or services will likely take a step towards providing their email address to you.

Your job as a marketer in not complete when a visitor gives you’re your email address. You need to make sure that you provide proper scent (links, messages etc.) for them to engage with your site/content/brand etc.

Almost every contact with a potential customer provides a conversion opportunity i.e. an opportunity to engage them to view more content, products and /or sell. If you do not take advantage of that opportunity then you might miss out on many conversions that you could have had.

Email sign-up confirmation page is one such opportunity that is so often forgotten by the marketers. The main reason for that seems to be the use of 3rd party to manage your email subscription list. Often the small details are missed in a hurry to get the system live. I hope you are not making this mistake.
I am going to share two examples to illustrate my point.

Example 1: Missed Opportunity

This is from a site called Daily Checkout. I loved what they had to offer so I decided to sign up for their daily email.

After providing my email address on their site, here is an email that I got from them. (so far so good, though the “from” email address is the address of 3rd party they are using to manage their email list).

I clicked on the link to confirm my email subscription and I was taken to the page below:

That’s all I got. The title of the page shows me some other company’s name. I am sorry, which site did I sign up for? Where is the rest of the page? I want to look at more products on your site, how do I do that? MISSED OPPORTUNITY.

Example 2: Making the most of the thank you page.

This page provides a nice confirmation thank you page and also provides me a link to explore more content. Well Done.

What do you think? Do you have any examples of the email confirmation pages that totally miss the mark or the pages that do it perfectly? If yes, I would love to see them.


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