If you’re new to email marketing, you’ll no doubt be awash with statistics and reports from your first e-shots which can seem a little overwhelming. How do you make best use of the flood of information you’re presented with every time you conduct a campaign?

We’re all short on time, so finding a window in our lives to review these results can be tricky. Some marketing departments may even overlook them entirely, and if that’s the case, they really are missing out on some crucial insight into the performance of their e-marketing. In order to surpass the average open and click-through rates, having access to the right data sets is absolutely key.

In this blog, we’ll focus on a small, simple number: 3. That’s the number of must-have data sets you should be including in your own e-marketing strategy. They are as follows:

1) Read rates

Your read and inbox placement rates (i.e. the percentage of your emails which land successfully in subscribers’ inboxes) are key metrics for your company. Often preferred to bounce rates in determining the technical success of an email campaign, they should allow you to find out how long users are looking at emails and consuming them, and sniff out those who simply open it and delete it instantly. This will help you fine tune future content to ensure it is as engaging as possible.

2) Mobile opens

You know the stats – the number of internet-connected mobile devices in use is soaring. Some sources even say the iPhone is steadily emerging as the most popular email client amongst many businesses’ email marketing statistics. Those who open emails on the go now intrinsically expect them to be mobile optimised. If yours isn’t, you could be missing out on significant readership. The data you can garner regarding mobile opens is crucial in determining the format of your campaigns. We’re forever being told ‘mobile first’, when it comes to design, and it’s likely you’ll come to that same conclusion when you look at your open stats.

3) Preference

Determining demographic data about your subscribers is something you can begin with from the off by using custom sign up forms on your website. What’s important to you? Their nationality? Birthday? Country of residence? The latter, for example, might dictate how you phrase certain parts of your email content. The birthday might be the date you send them that special offer email to encourage them to spend their birthday money. Preference data does rely on the subscribers providing you with the information in the first place, but you should encourage them to do so (even if it involves giving something back in recognition of their openness).


Mark is one of mailingmanager's email experts. His contributions to this blog openly share the tricks, tips and best practices he's learned while running multiple e-marketing campaigns.

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