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Understanding the Difference Between Business and Diagnostic Metrics
I am not only an email geek, I’m an email metrics geek! But not all email metrics are created equal. Open and click-through rates (CTR) are nice; but return-on-ad-spend (ROAS) and...
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How to Calculate Lift/Loss From Your A/B Split Tests
You’ve done your A/B split test! The results are in! There’s a clear winner – but what’s the best, most concise way to report out on the results? Not a Great Way to Report Results You could just walk...
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The power of the click
The two most known email marketing metrics are open rates and click-through rates. For years entire automated email programs have been built based on who opened or didn’t open. Open rates were used...
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Announcing the 2022 OI Masters of Email Marketing Metrics!
Thanks to everyone who took our 2022 OI Masters of Email Marketing Metrics Quiz! (If you missed it, you can still test your email metrics expertise here, although you are no longer eligible to be a...
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Case Study: A strategy for abandon clickers that increases email performance
I am often surprised that with the sophistication of email marketing today, there is so much data that essentially gets “left on the floor” when it can be used to drive significantly better email...
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Building Subscriber Personas with Cluster Analysis
We often hear that we should send the right message to the right person at the right time in email marketing; but how do you find the “right person”? The answer is segmentation, but to really find the...
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That’s a wrap on metrics for 2022!
As 2022 came to a close and we welcomed 2023, it is essential to look back on our email marketing metrics and see what has changed and where we go from here. To fully grasp the most significant change...
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Email Delivery: All About Deferral Events
Deferral events are a common occurrence in email delivery. A deferral event occurs when an email server temporarily refuses to accept an incoming email. It is not a bounce (hard or soft), which...
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AI for the win? Maybe or Maybe Not. [Case Study]
What I learned from testing the latest trend… We have heard a lot about ChatGPT since the start of the year, and it has also become the latest craze in the email marketing world. I wanted to jump...
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Why Open Rate isn’t a Good Key Performance Indicator for Subject Line Tests
“We’re testing a subject line, so we’ll use open rate as our KPI, since the subject line impacts the open rate. Whichever version gets the highest open rate will also likely have the highest...
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The Bot Menace: Deciphering the Hidden Threat to Email Campaign Success
Introduction In the landscape of email marketing, the emergence of bot-clicks poses a nuanced challenge for senders, ranging from a minor inconvenience to a significant disruption. Bots navigate the...
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