From Dimes to Champs

Archive for June, 2010

Delivering measurable metrics is one of the possibilities email marketing can bring. In order to run a successful campaign through email marketing, one must monitor and understand the so-called email statistics such as the open rate, the click-through rate or CTR and the bounce back rate. One’s understanding of these metrics will allow him to improve the marketing campaign to achieve better results.

The open rate, click-through rate and the bounce back rate are only some of the basic email metrics that should be evaluated in each email campaign. The open rate refers to the total number of opened emails divided by the total number of delivered or distributed emails. The click-through rate or the CTR is calculated as the number of distinctive clicks on the links in the email, divided by the number of opened emails. This shows how many people or email recipients interacted with the email sent to them.

Meanwhile, the bounce back rate basically represents the number of emails which were not delivered to the respected recipients and have bounced back. There can be many reasons why the email sent was rejected. It can be that a server filtered the email out, the email address is no longer valid or active, or that the mailbox of the recipient was already full or over quota.