The Path to Holiday Email Optimization Part III: Measuring Your Impact
The holidays are coming up and you are feeling pretty confident about your campaigns. You have looked over your program, making sure everything was running smoothly, and you are tracking your metrics to know how your campaigns are performing. The final step before your program is ready for the holidays is to understand the impact of each element and how to track and report on it.
Metrics to Watch
Going beyond a single message, these metrics provide valuable insight into your relationships with your subscribers.
• Click-to-Open: Your click-to-open rate measures the effectiveness of your content and calls to action (CTAs). It is calculated as the number of clicks out of total email opens. Take this rate into account when creating and designing new emails. Looking at past performance of different formats and CTAs will help you create new emails that engage your subscribers.
• This Is Not Spam Rate (TINS): Typically, emails that are sent to the spam folder are never seen by subscribers, which makes the rare nature of TINS votes so powerful. TINS votes are generated when subscribers open their spam folders and rescue an email that they personally felt was incorrectly delivered to spam. By clicking the "this is not spam" button, subscribers are notifying their mailbox providers that future messages like the ones they flagged should always be delivered to the inbox. If enough subscribers generate TINS votes, mailbox providers may take care to deliver those messages to others' inboxes, too. Your TINS rate is calculated by number of TINS votes out of email delivered to spam.
• Forwarded Rate: A high forward rate is a strong indicator of subscriber engagement and viral content. The metric is calculated by the number of times a message is forwarded by your subscribers. Forwards are a clear signal of both engaging content as well as a trusted brand, as customers are volunteering to be brand ambassadors, notifying their friends and family of a brand, program, or message they might value.