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"Having Alchemy Worx manage the entire process of our international email campaigns gives us the peace of mind that comes with a company that specializes in email - what a difference that makes!" |
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Stephanie Kidder -
Director, WW E-Commerce
Sales and Marketing
Avid, Digidesign, M-Audio, Sibelius, Pinnacle |
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Naked Email
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So here we are feeling very exposed...
| ISSUE 1 |
| Deployment Date |
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12-Jan-09 |
| Campaign Based Metrics |
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Interactive Metrics |
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| Pushed / Sent |
388 |
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Opened % |
60% |
| Total delivered % |
99% |
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Total clicks % |
73% |
| Hard bounced % |
0.5% |
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Unique clicks % |
28% |
| Soft bounced % |
0.5% |
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Click to Open Rate |
48% |
| Unsubscription % |
0% |
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Click Quotient |
2.61 |
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Pass along referrers
(% of opens) |
4.3% |
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Pass along quotient |
1.9 |
*To find out more about Click Quotient, make sure you
read the next issue of Email-Worx' Left Brain 23rd Feb
Campaign Based Metrics
A high delivery rate was expected. What surprised us was that there were any bounces at all given how fresh our list was, and the fact that it was opt-in only. We had one hard bounce which was a fake address we entered when testing our form, which we should have removed. The two addresses with soft bounces were delivered our welcome message so we know they are valid addresses. So far we have not had any unsubscribes, and we hope that this continues as a testament to our content and frequency options.
We were a bit disappointed with the fact that only 388 people had signed for Email-Worx before Issue 1 was deployed, and seriously considered not sharing this number with you - particularly as all of our other stats are so good. But a promise is a promise, and mailable list size is one of the metrics we think is important (see this month's Metric of the Month for details). Despite the fact that we have permission to mail significantly more addresses, we made a conscious decision to make subscription to Email-Worx opt-in only. Like for many of you out there, list growth is a primary objective for us, both now and in the future.
To start with, we will ensure that every touchpoint we have with clients and prospective clients contains information about Email-Worx by:
- adding a registration link to all Outlook email signatures
- including an opt-in box on the 'Get in Touch' page of our website
- getting our New Business Development team and Campaign Managers to talk about Email Worx to current and prospective clients
- publish white papers and industry research in the future
- facilitating sharing of our newsletter articles with functionality to generate list growth
Interaction Metrics
60% of our subscribers opened Issue 1, and nearly half then went on to click on an average of 2.6 links. Whilst we are very pleased with these metrics, we are also aware that new subscribers are usually highly engaged, so keeping these numbers up over time is going to be a challenge. We are hoping that our unique and valuable editorial program will continue to engage you at the same level over time.
A click to open rate of almost 50% is an indication that our subject lines were effective in conveying the relevance of Email-Worx' content to the people who opened. Around 4% of the people who opened the email went on to forward the message to an average of almost 2 friends or colleagues - proof that valuable content has a viral impact.
As you would expect, the majority of subscribers click on the day they received the email however Issue 1 is still receiving clicks nine days after the message was deployed so we'll be updating these figures as we go.
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Please take the time to give us some feedback: |
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