Email Metrics - ExpertSender

EMAIL METRICS

In today’s marketing environment, no one can afford to make the same mistake twice! That’s why tracking and measuring results are so important, not just to keep your competitive edge, but to ensure your email marketing campaigns meet ROI targets.

ExpertSender offers a full range of industry-standard email metrics capabilities, and we’re constantly adding more, based on user feedback and market trends. Our approach is to integrate metrics tracking seamlessly so it’s easy to pick and choose. For example, we highlight links that point to the same URL, so you’ll know at a glance which part of your email returned the most clicks. We also record your email metrics in multiple contexts like date, time, domain, IP address, message, list and recipient, for more comprehensive results.

With ExpertSender’s statistics and robust email marketing reporting, you’ll never wonder what you need to do to improve, and what tactics you should use again. And ExpertSender provides all email metrics as both numbers and percentages, leaving no gray areas for next time!

You’re puzzled by some of the email statistics your current ESP is providing. The campaigns that seem to be getting the highest opens and CTRs, aren’t returning the most conversions. You fought to increase your email marketing budget on the promise that you could show detailed metrics. Now you’re fumbling because of these contradictions and don’t know why. Maybe you need to dive deeper…to examine each unique recipient and how many times they clicked on links in each session? Isn’t that closer to reality? And don’t you want to get an accurate picture so you can keep improving?

ExpertSender tracks all the latest email marketing metrics − and a few that will clear the fog for you:

Sent messages – total number of email messages sent for any particular initiative.
Bounced messages – number of messages that failed to reach recipients and the causes, e.g. full mailboxes, non-existent addresses, out-of-office autoresponders, and blocking issues.
Delivered – number of email messages delivered, calculated by subtracting total bounces from sents. This metric includes emails that were delivered to inbox folders and emails incorrectly filtered as spam (false positives) because ISPs like Yahoo or Gmail make these decisions after an email is delivered.
Opens – the number of opens are tracked using a special invisible image placed in the email message by ExpertSender. Once the images are downloaded into the recipient’s email client, ExpertSender automatically adds the new open to your metrics.
Unique opens – It’s not uncommon that someone reads a message a few times. But this can skew your statistics, as in our Scenario. ExpertSender automatically tracks when someone opens your email for the first time, or multiple times, so you can count recipients, not views!
Clicks – Clicks show the total number of clicks including multiple clicks from the same customers. By cloaking your target links, ExpertSender is able to track the number of website visits from each email and link. What’s more, ExpertSender can use your domain to track clicks, so your branding remains consistent − and ExpertSender’s brand is invisible! If you use the same target URL in your email a few times, ExpertSender will know exactly which one generated results. You can even add your own “tag” to each link for quick snapshots, e.g. did “upper-left corner link” do better than “huge button at the end?”
Unique clicks – this number only shows how many unique customers clicked on links in your message – not multiple clicks by the same customer. That’s why it’s usually a lower number.
Complaints – Recipients may report your message as spam to their ISP for a million different reasons, and not all will be “fair”. ExpertSender knows the importance of protecting your brand’s reputation and has signed agreements with all the ISPs and organizations that offer feedback loop programs. No matter what the reason, we automatically remove these customers from your list to prevent damage to your sender status. ExpertSender processes complaints from Yahoo, AOL, MSN/Hotmail, BlueTie (Excite), RoadRunner, Verizon, Cox, Comcast, RackSpace, HostedEmails, USA.net and SpamCop.
Unsubscribes – ExpertSender automatically processes requests to remove email addresses from your list and reports them as “number of Unsubscribes”, so you always know how many have opted out and the number generated by each message.

Solution Benefits

360-degree measurement of your email marketing performance.
Enhanced branding using your own domain name (not ExpertSender’s!)
Know exactly how many unique recipients opened and clicked!
No lost metrics even if you include the same website link multiple times.
ISP feedback loops established and processed for you by ExpertSender.

Fill the gaps in your current email reporting?
Keep your domain in your plain text links?
Avoid costly mistakes and duplicate successes?
Compare your plain text and HTML results?
Get feedback from customers that report emails as spam?

With ExpertSender Email Metrics, you can continuously improve your campaigns, provide real email marketing accountability, and protect your reputation!

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