The importance of getting email marketing reports right by Andrew Kordek @AndrewKordek

The Importance of Getting Email Marketing Reports Right

Reports in email marketing are as essential as breathing is to keep alive.  Any self respecting email marketer relies on reports generated from their ESP to assess the success or failure of their email program.  Critical business decisions are made from the reports, so dead-on accuracy is key.

However, before checking the accuracy of the reports, one must make sure that what they are looking at from their ESP is what they deem/think they are looking at.  Is the definition that the ESP has for an open, a click or unsubscribe match what you and your organization believe it to be.

It sounds simple but have you really checked?  Ask yourself these questions:

  1. When the ESP reports an open, do they include in the number those that have clicked but images never rendered?
  2. Does the unsubscribe that they report include undelivered, bounce counts or spam complaints?  Is there a breakout?
  3. When does the ESP consider a person unsubscribed?
  4. Do they report on CTOR and how do they define an open rate?
  5. Do they break out unique to total clicks or unsubs and what do you use as measurement to your organization?

I can go on an on about reporting, but even the most seasoned email marketer should have a long talk with their ESP to ensure that what you think you are reporting is really what they are reporting for your email marketing.

Takeaway: The key takeaway in all of this is whether you are a medium or large sender, you should request a meeting with your ESP representative to go over what is really involved in their reporting.  Ensure that it aligns with your business nomenclature and never ever assume that they always match up. Sometimes it’s the little things that really make a difference and its always best to take a mini inventory of your partnership.

Meet the author:

TrendlineInteractive

TrendlineInteractive

-10 years of email marketing experience. -Managed all aspects of the email. marketing program at Groupon Inc, the fastest growing company of all time. -Responsible for the strategy, execution and analysis of the transactional and trigger-based email for Sears Holdings. -Created and managed all of the email marketing and interactive marketing globally for Quest Software. -Regular contributtor to five email marketing blogs. -Member of the Email Experience Council Frequent speaker at industry events. -Received Bachelor of Science in marketing from Quincy University.

Connect with: TrendlineInteractive

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  • InboxGroup
    May 17, 2010 at 12:37 pm

    Good Article, at Inbox group we offer all the breakout mentioned and more. Subscribers who clicked but with images off are counted as Indentified Visitors. Also we beleive click-thru rates should be measured as a percentage of opened/indentified not delivered. Although for reporting data we stay with the industry standards and just explain the rates to our clients.

  • InboxGroup
    May 17, 2010 at 12:37 pm

    Good Article, at Inbox group we offer all the breakout mentioned and more. Subscribers who clicked but with images off are counted as Indentified Visitors. Also we beleive click-thru rates should be measured as a percentage of opened/indentified not delivered. Although for reporting data we stay with the industry standards and just explain the rates to our clients.

  • Jim Ducharme
    May 17, 2010 at 12:43 pm

    Another great post Andrew!

    Clarity is key! Those managing an email marketing campaign need to be absolutely sure what the reporting means to be able to get anything out of it.

    Regards,
    jim

  • Jim Ducharme
    May 17, 2010 at 12:43 pm

    Another great post Andrew!

    Clarity is key! Those managing an email marketing campaign need to be absolutely sure what the reporting means to be able to get anything out of it.

    Regards,
    jim

  • Rory Carlyle
    May 24, 2010 at 10:04 am

    Nice post Kordek!

    A great reminder that data is the driver behind email marketing. Without it we might as well just print a letter and put it in the mail 🙂

  • Rory Carlyle
    May 24, 2010 at 10:04 am

    Nice post Kordek!

    A great reminder that data is the driver behind email marketing. Without it we might as well just print a letter and put it in the mail 🙂

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