The Path to Holiday Email Optimization Part II: Optimizing Performance
The winter holidays are fast approaching and leading marketers are already done with their holiday planning. After establishing a solid structure, marketers can begin to focus on strengthening their email campaign performance in the weeks leading up to Black Friday. The following indicators can show you the best opportunities to improve program performance in time to realize gains in Holiday 2015.
Metrics to Watch
To optimize your email programs, focus on the the following four metrics. Each metric provides visibility into the current performance of your email program and serves as a touchstone to judge the performance of future campaigns.
• Read Rate: Your read rate indicates the percentage of delivered emails that subscribers viewed. Unlike your open rate, your read rate does not depend on image rendering, and therefore can give you a more accurate view of how subscribers are interacting with your content. This metric offers insight into how your subscribers are engaging with your messages. By tracking the read rate of different campaigns you can see what content resonates more with subscribers.
• Complaint Rate: This rate — total complaints out of all delivered email — indicates active dissatisfaction with your program. Having a high complaint rate can impact your deliverability by lowered your sending reputation — not an ideal thing to have for the upcoming holiday. Smart marketers will turn complaints into an advantage by tracking where they occur and identifying the source of the complaint — either content types or subscriber segments, and possibly uncovering structural problems in your program.
• Deleted Without Reading: This metric shows active disinterest in your content, but not necessarily dissatisfaction with your brand. Your deleted without reading rate tracks the percentage of your emails subscribers send to the trash unopened, indicating that they saw your email come through but were uninterested in reading your content.