1. Measuring success
Using the tools at your disposal to improve
campaign success

2. A bit about me!
Katie Finch
Senior Business Development Manager
I like shopping (a lot), holidays and
animals (probably more than humans!!)
I am not a fan of rain, the cold or mess
(my desk may suggest otherwise!)

3. Reporting
Q: What do you do with
your email reporting?

4. Email reports
• Opens – who opened your email?
• Clicks – Who clicked through on your content?
• Devices – What device were they using?
• Bounces – Is anybody there?

5. Opens
What is a good open rate?

6. A good open rate depends on…
• What sector are you in?
• Financial services, retail, publishing etc
• What type of emails do you send?
• B2B/B2C
• Acquisition/retention
• How do you communicate with your audience?
• Just sales and offers
• Do you give away content?

7. How do you affect your open rates?

8. How can we affect your open
rates?
• Data capture and welcome campaigns (how did you
set the
expectation of the on-going relationship?)
• LEARN from the reporting from your previous
campaigns
• Subject line – relevant, timely and personalised?
• Serialising content – be like a good book, make your
emails
relevant to each other
• Consider your overall strategy. Are you always
shouting or

9. Clicks
What is a good click through rate?

10. A good click through rate varies…
• What was the goal of your message?
• Were you information sharing or driving traffic?
• Was is a single product/feature message/newsletter?
• Were their multiple content blocks?
• Was the content relevant?
• Am I interested?
• Did the content reflect the subject line?
• Did you talk about half price Miu Miu to get the open when
you’re selling cat wormer?

11. How do you affect your click through
rates?

12. How can we affect our click through
rates?
• Send at a time when the recipient has time to
action/convert?
Tools like Intelligent Time Sending will ensure that
the email is in the inbox when the recipient has
demonstrated opening behaviour
• Does your content render in the device that they are
using?
• How may links are there in your email? When trying
to generate clicks include as many links as you can
• Consider the design

13. How can we affect our click through
rates?
• Do you look at your previous messages when
designing your new ones?
• What part of your reporting should you be looking at?

14. Devices
What is the most popular device for your
recipients to open your message in?

15. We are not all using desktops!

16. What’s the benefit of device
reporting?

17. Bounces
What does a bounce mean to you?

18. What does bounce a mean?
• The email address has expired
• You have churn in your list
• You can’t communicate with them via email
• You have the opportunity to use another channel

19. Reporting
Q: What do you do with
your email reporting?
A: Use it to make
smarter decisions