Tag: metrics

Ask Laura: What should we be measuring?

Dear Laura, We are trying to evaluate the success of our email programs, and I don’t have a good sense of what metrics we should be monitoring. We have a lot of data, but I don’t have a good sense of what matters and what doesn’t. Can you advise us what we should look at […]

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Ask Laura: Does changing ESPs hurt deliverability?

  Dear Laura, We’re a small ESP and as we onboard new clients, we often hear them ask “Why did I get better open rates with our previous provider? There has to be something wrong with your platform!” As part of the onboarding process, we meet with new clients to provide best practices and let […]

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February 2015 – The month in email

This was a short and busy month at WttW! We attended another great M3AAWG conference, and had our usual share of interesting discussions, networking, and cocktails. I recapped our adventures here, and shared a photo of the people who keep your email safe while wearing kilts as well. We also commended Jayne Hitchcock on winning […]

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Meaningless metrics

I’ve been having some conversations with fellow delivery folks about metrics and delivery and bad practices. Sometimes, a sender will have what appear to be good metrics, but really aren’t getting them through any good practices. They’re managing to avoid the clear indicators of bad practices (complaints, SBL listings, blocks, etc), but only because the […]


Metrics, metrics, metrics

I’ve been sitting on this one for about a week, after the folks over at IBM/Pivotal Veracity called me to tell me about this. But now their post is out, so I can share. There are ISPs providing real metrics to senders: QQ and Check out Laura Villevieille’s blog post for the full details.

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Reporting email disposition

Most regular readers know I think open and click through rates are actually proxy measurements. That is they measure things that correlate with reading and interacting with an email and can be used to estimate how much an email is wanted by the recipients. The holy grail is, of course, having ISPs report back exact […]


More on Yahoo and Engagement

A friend of the blog contacted me earlier today and pointed out that the news that Dan posted about Yahoo and engagement that I blogged about last week was actually reported by George Bilbrey in a Mediapost article on August 1. We’d contacted Yahoo about a number of sender issues since seeing inbox placement rates […]

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Yahoo looking harder at engagement

In a post this morning, Dan Deneweth from Responsys says he’s received confirmation from Yahoo that they have increased the value of engagement metrics when making delivery decisions. The really great thing, for the ISPs, about engagement metrics is that they directly measure how much a particular email is wanted by recipients. There’s no guessing […]

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Bounces, complaints and metrics

In the email delivery space there are a lot of numbers we talk about including bounce rates, complaint rates, acceptance rates and inbox delivery rates. These are all good numbers to tell us about a particular campaign or mailing list. Usually these metrics all track together. Low bounce rates and low complaint rates correlate with […]

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What email metrics do you use?

Vertical Response talks about email metrics that are useful on a dashboard. Metrics are an ongoing challenge for all marketers. The underlying need for metrics is to evaluate how effective a particular marketing program is. Picking metrics involves understanding what the goal is for a particular program. If your goal is brand recognition then perhaps […]

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  • Vague reports of Yahoo problems

    A number of people, on different forums, have been asking if anyone is seeing a higher bounce rate than usual with Yahoo. Not sure exactly what's going on here. As I understand it, folks are talking with Yahoo about it. If I hear anything more, I'll share. For now, though, if you're seeing a small increase in Yahoo bounces (or other weirdnesses) others are seeing something odd, too.No Comments

  • Responsive design just got easier at Gmail

    Today Gmail announced they are supporting media queries in Gmail and Google Inbox. This should simplify the creation of emails for multiple platforms. The full list of supported rules can be found on the Google Developer Site.No Comments

  • Brief blogging break

    Sorry about the unexpected hiatus. I picked up a cold that really made me feel fuzzy and writing was an exercise in futility. I'll be back Monday. Meanwhile, Oracle bought another ESP (Bronto) when they bought NetSuite.  No Comments