Engagement Metrics Explained
Return Path has released their Engagement Metrics Benchmark report. While we have discussed these items before, it's worth downloading the report and giving it a quick read.
As we all know by now, engagement is critical to the success of your email program. The major ISPs (Microsoft, Google, Yahoo, and AOL) are all using algorithms to track both positive and negative interaction your subscribers have with your mail.
This, in turn, helps them determine where to place your messages. The ISPs are looking at overall patterns in order to make a decision as to where to send the majority of your mail. So, if a lot of people are whitelisting your messages, that's a great thing. Conversely, if the majority of your subscribers are not opening your messages or you're getting a lot of complaints, that will adversely affect your program.
Here are some of the data points the ISPs are using to filter your mail:
- Read Rate: Indicates that subscribers are interested in the messages and want to receive messages from you
- Forwarding: If subscribers are forwarding your messages, that's a positive indicator that not only do they want the message, but others may want it as well.
- Replied To: If people are replying to messages, it's a good indicator that they want the message (and that it's personal in nature)
TIP: Consider encouraging subscribers to reply or forward your messages during the initial indoctrination process.
- TINS (This is not spam): Subscribers that take a message that's IN spam and specifically say it's not spam is a strong signal that it should have been delivered to the inbox.
- Spam: Marking a message as spam is a negative signal.
- Messages deleted before reading: This tells the mailbox provider that the recipient didn't want the message or it wasn't relevant.
You'll still want to make sure you're re-engagement programs are in place and you're removing your dead weight.
For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.
If you want to know more about engagement metrics, visit http://www.emaildelivered.com/engagement-metrics-explained. Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers.
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