Overview
Issues 8 (45% open rate and 12% unique click rate) and 9 (42% open rate and 15% unique click rate) after 1 week have been performed less well than any other issues of Email-Worx. However as you will see from our Engagement Frequency stats this is more than compensated by the fact that our most active subscribers are very engaged indeed! We now have enough data to pinpoint why the last 2 issues have performed less well and work out a strategy to get our numbers back up again. We will keep you posted!
Delivered Frequency
The number of subscribers to Email-Worx is now 734. Our list size has almost doubled in 5 months - which is why only 45% of our subscribers have received all 9 issues. We are also rather bemused by the fact that around 3% of subscribers have bounced, represented on the chart as no issues. Given that Email-Worx is subscription only and all the addresses on the list are fresh - less than 6 months old and mailed regularly a bounce rate of 3% seems a little high.
Open Frequency
Our Open Frequency statistics are very pleasing indeed. They tell us that - for now anyway our subscribers are highly engaged with this newsletter and that we appear to be delivering value:
- Around 20% have opened every issue they received
- Nearly 50% open 1 in 2 emails they receive
- Only 20% of our subscribers have never opened an issue
In issue 8 our Open Reach analysis showed that after 7 issues 20% of Email-Worx' subscriber base had never opened a single email. Since then some of them, around 2% of the list has opened Email-Worx. So if 20% of subscribers have an open frequency of 0 it would imply some of our newest subscribers have not yet opened the first issue they received.
Click Frequency
438 people - 56% of Email Worx' subscribers and 70% of the openers have clicked on at least one link over the campaign. Even more pleasing is the fact that over a quarter of the list finds our content highly engaging and has clicked on at least one article in four or more issues.
The next issue of Naked Email will look at engagement recency or how long it has been since our subscribers last interacted with Email-Worx - another step towards a greater understanding of subscriber behaviour.
| Issue 1 | Issue 2 | Issue 3 | Issue 4 | Issue 5 | Issue 6 | Issue 7 | Issue 8 | Issue 9 | ||
|---|---|---|---|---|---|---|---|---|---|---|
| Right | Left | Right | Left | Right | Left | Right | Left | Right | ||
| Deployment Date | Total / Av | 12 Jan 09 | 26 Jan 09 | 09 Feb 09 | 23 Feb 09 | 09 Mar 09 | 23 Mar 09 | 06 Apr 09 | 21 Apr 09 | 04 May 09 |
| Campaign Based Metrics | ||||||||||
| Pushed / Sent | 5,903 | 388 | 654 | 647 | 659 | 676 | 704 | 709 | 734 | 732 |
| Total Delivered % | 99% | 99% | 97% | 99% | 99% | 99% | 98% | 99% | 98% | 99% |
| Hard Bounced % | 0.7% | 0.5% | 1.8% | 0.2% | 0.5% | 0.6% | 0.9% | 0.7% | 1.0% | 0.5% |
| Soft Bounced | 0.6% | 0.5% | 0.9% | 0.8% | 0.6% | 0.6% | 0.7% | 0.7% | 0.7% | 0.3% |
| Interaction Metrics | ||||||||||
| Opened % | 52% | 63% | 58% | 56% | 54% | 52% | 47% | 50% | 45% | 42% |
| Total clicks % | 53% | 97% | 72% | 60% | 45% | 40% | 51% | 56% | 26% | 27% |
| Unique clicks % | 22% | 32% | 30% | 23% | 21% | 19% | 17% | 25% | 12% | 15% |
| Click to Open Rate | 41% | 50% | 51% | 41% | 39% | 37% | 37% | 49% | 27% | 36% |
| Click Quotient | 2.38 | 3.07 | 2.42 | 2.60 | 2.14 | 2.05 | 2.97 | 2.29 | 2.11 | 1.76 |
| Pass along referrers % | 2% | 4.2% | 3.9% | 3.3% | 2.1% | 1.3% | 2.0% | 2.3% | 0.8% | 1.2% |
| Pass along referrers (% of opens) | 4% | 6.6% | 6.8% | 5.8% | 4.0% | 2.6% | 4.3% | 4.5% | 1.8% | 3.0% |
| Pass along quotient | 2.19 | 2.88 | 2.12 | 1.76 | 2.00 | 2.22 | 2.79 | 2.13 | 2.33 | 1.44 |
