Today's email marketing has evolved greatly from its origins, finding itself at a crossroads determined by three realities: first, brands are adopting more relational and cross-channel strategies than mass ones. Second, the fragmentation of the digital ecosystem into multiple spaces gmx email list beyond the web and email (mainly social networks and blogs) is directly affecting the role of email marketing within the mix of digital communication channels and its relationship with other environments. Finally, the massive adoption of smartphones by the general public has directly affected both the way in which content is presented and the way in which users interact with it.
In this context, it is necessary to establish metrics that show how effective we are when it comes to connecting with the user through email. Below we present three metrics of the new Email Marketing:
Engagement. Technology providers for email marketing and cross -channel marketing are making metrics available to users that reflect the time spent by the user reading an email. We can establish three levels of “attention” devoted to an email: opened but not read (no more than 2 seconds), opened and read diagonally (between 2 and 8 seconds) and read (more than 8 seconds). Below we show two graphs, one corresponding to the engagement data of a B2B client in the technology industry (hardware, cloud) and another of a B2C client in the fashion-retail sector. We see how the time spent by users “reading” the content in each case differs significantly. In the B2C graph, after 14 seconds, 58% of users were still reading the email, while in B2B, after the same time, it was 80%.
The differences in the direction of emails (commercial vs. editorial/informative) largely explain these results. It is important to follow the trend of this metric and try to improve the percentage of users who spend more time “connecting” with the content.
Email clients Report. If we analyse the environments in which our emails are read, we will see that mobile environments are gaining more and more importance. Here we present the analysis of the reading environment of the same campaign sent to users in Spain, Portugal and the USA. In this specific case, the opening and interaction rates in mobile environments both in Spain and especially in the USA, justified our designing responsive emailings for the client .
email client report
RPE (Return Per Email) Return Per Email is a “common sense” metric, very intuitive and easy to calculate. Its formula is: Total revenue generated from a campaign / Total number of emails delivered. Let’s imagine that we have launched a campaign in which 125,000 emails have been delivered and that it has generated €12,000. The RPE will be €0.09. If we calculate this metric for all campaigns in a given period and obtain an average RPE, we will be able to project what average revenue we can generate if we increase the user database by a certain %.
The RPE can also help us determine what CAC (User Acquisition Cost) we want to assume. So, for example, if the average CAC is €1 and the RPE is €0.09, it means that we will have to send each user: 1/0.09 = 11.11 campaigns to pay for their cost. If we run 4 campaigns per month, after just under three months we will have recovered the investment we made in acquiring the user.
