Tagopen rate

June 9, 2009

Best time to send email: analysis and discussion

By laura

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09June

Mark Brownlow (who I don’t think is here in Ams, much to my disappointment) wrote a long assessment of how to determine what is the best time to send email. He walks through the questions and the data that a sender should evaluate when making the decision when to best send email. I have previously posted about my views on the best time to send email. There is no one best time to send email...

May 11, 2009

Best time to send marketing email

By laura

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11May

Pages and pages have been written about the best time to send email. Marketers spend significant amounts of energy discussing and researching the best time of the day and the best day of the week to send email. I have long thought that these discussions do not put enough attention on individual end users and how the recipients interact with email. Researchers recently developed a model for email...

April 15, 2009

Measuring open rate

By laura

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15April

In this part of my series on Campaign Stats and Measurements I will be examining open rates, how they are used, where they fail and how the can be effectively used. There has been an lot written about open rates recently, but there are two posts that stand out to me. One was the EEC’s post on renaming open rate to render rate and Mark Brownlow’s excellent post on what open rate does...

April 8, 2009

Open rates climbing, click rates dropping

By laura

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08April

Ken Magill reported on a study published by Epsilon (pdf link) on Tuesday. This report shows open rates are climbing but click-through rates are falling. Average e-mail click-through rates dropped 0.1% in the fourth quarter of 2008 from the third to 5.8%, the lowest ever recorded, according to a study released today by Epsilon. […] They are down from 6.1% in 2007 and 6.5% in 2006, according...

April 2, 2009

Open rates

By laura

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02April

Right now, there is no way to compare open rates as everyone calculates them differently. Mark Brownlow covers this today.

March 12, 2009

Asking the right question

By laura

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12March

My job as a consultant does involve answering questions and solving problems. Often the most important, and most overlooked, thing that I do is change the question that clients are asking. It is not that this changes the problem or even, really, changes the solution. It does change how people think of the problem, and changing how they think of the problem drives better solutions. This can be...

March 9, 2009

Open Rate? Render Rate?

By laura

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09March

The EEC is pushing the term render rate to replace the term open rate. In addition to changing the name the EEC is attempting to standardize how the render rate is calculated. Loren McDonald, co-chair of the EEC Measurement Accuracy Roundtable posted his views on the discussion today. He presents 3 reasons why we should care about using render rate. Inaccurate: The open rate has become extremely...

November 28, 2008

Old lists have bad delivery

By laura

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28November

This is something we all know is true, and something that everyone believes. But, Mailchimp has actually published numbers demonstrating just how bad old lists are. Stats for the “Inactives” list (241,832 recipients): Spam Complaints: 43 Open Rate: 6% Click Rate: 2.4% (and 7,688 total clicks) Unsubscribes: 264 Bounces: 6,878 (2.8%) Stats for the “Actives” list (69,642 recipients): Spam...

September 11, 2008

The overlooked secret of marketing

By laura

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11September

Seth Godin posted recently about the overlooked secret of marketing: time Cherish my time. The second part is closely related. It has to do with respect. You respect my time when you don’t waste it. When you don’t spam me. When you worry about the 100 cars backed up on the road and figure out how to get us moving more quickly. You respect me when you value my time more highly than...

August 1, 2008

Spam or not spam

By laura

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01August

I have been a bit behind on my blog reading recently, and am slowly going through my RSS feed catching up with what everyone has had to say about spam in the last few weeks. One of the articles that caught my attention was a post from VerticalResponse discussing the response to a marketing campaign from one of their customers. It seems to me the point of the post is to defend the VerticalResponse...