{"id":1333,"date":"2018-06-15T00:00:00","date_gmt":"2018-06-15T04:00:00","guid":{"rendered":"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/"},"modified":"2018-06-15T00:00:00","modified_gmt":"2018-06-15T04:00:00","slug":"email-reporting-digital-marketing-best-practices","status":"publish","type":"post","link":"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/","title":{"rendered":"The Best Methods For Digital Marketing Reporting: Email Reporting (Part 2)"},"content":{"rendered":"<p><a href=\"https:\/\/demandzen.com\/wp-content\/uploads\/2020\/03\/email-reporting-dz-marketing.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3535 size-full\" src=\"https:\/\/demandzen.com\/wp-content\/uploads\/2020\/03\/email-reporting-dz-marketing.png\" alt=\"email reporting\" width=\"730\" height=\"340\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The last time we discussed <\/span><a href=\"http:\/\/www.demandzen.com\/digital-marketing-reporting-best-methods-content\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">digital marketing reporting<\/span><\/a><span style=\"font-weight: 400;\">, it was all about content. While content is often difficult to report on because you have to build the metrics yourself, email reporting is quite the opposite. Unless you\u2019re doing email marketing in a way that\u2019s never been done before (or at least since the mid \u201890s), you <\/span><i><span style=\"font-weight: 400;\">have<\/span><\/i><span style=\"font-weight: 400;\"> metrics at your fingertips. You can see the traditional stats like open rate, clicked-to-opened rate, unsubscribe rate, and all of the other wonderful data you can get your hands on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But how do you do email reporting <\/span><i><span style=\"font-weight: 400;\">the right way<\/span><\/i><span style=\"font-weight: 400;\">? This blog post takes a look at what these metrics actually measure, which ones are in, which ones are out, and all of the measurements we can make outside of the comfort of our marketing automation platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you read on, brush up on exactly <\/span><a href=\"http:\/\/www.demandzen.com\/7-reasons-why-relevant-data-important-your-organization\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">why data is important in marketing<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2>Traditional email reporting<\/h2>\n<p><span style=\"font-weight: 400;\">While we\u2019re going to explore beyond the four walls of your marketing automation platform in this article, those traditional metrics <\/span><i><span style=\"font-weight: 400;\">are<\/span><\/i><span style=\"font-weight: 400;\"> important. <\/span><\/p>\n<h3>What are they again?<\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Percent delivered<br \/>\n<\/strong>This tells you what percentage of your email send actually made it to an inbox.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Open rate<br \/>\n<\/strong>The percentage of people who received your email and actually opened it.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Clickthrough rate<br \/>\n<\/strong>The percentage of people who clicked a link in your email out of the group that <\/span><b>received<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> the email.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Clicked-to-opened ratio<br \/>\n<\/strong>The percentage of people who clicked a link in your email out of the group that <\/span><b>opened <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the email.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Unsubscribe rate<br \/>\n<\/strong>The percentage of people who received your email and chose to unsubscribe.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Conversion rate<br \/>\n<\/strong>The percentage of people who performed the desired action out of the group that received the email.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There\u2019s nothing quite like a classic. But are all of them necessary? <\/span><\/p>\n<h3>Let\u2019s review their worth<\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Percent delivered<br \/>\n<\/strong>Your percent delivered metric informs the health of the list you\u2019re sending to. If your percent delivered is under 90 percent, you have a problem with the health of your email list. You\u2019re likely sending emails to contacts with out-of-date information if your percent delivered is low. Alternatively, you can look at your <\/span><b>bounce rate<\/b><span style=\"font-weight: 400;\"> to see if these are hard or soft bounces. A hard bounce refers to an email that doesn\u2019t exist. In some cases, the email might have never existed while other times it means the contact changed companies and their old email is shut off. A soft bounce is an email that <\/span><i><span style=\"font-weight: 400;\">does<\/span><\/i><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> exist but was not sent (usually due to their inbox being full). This remains an important statistic.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Open rate<br \/>\n<\/strong>The open rate is the performance metric that lets you know how awful your subject line is. Let me rephrase this: Don\u2019t ignore a low open rate. That\u2019s bad news, and it\u2019s time to start introducing new subject lines that will appeal more to your audience. This might mean fact-based subject lines, ones that include more fun, or cut-and-dry subject lines.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Clickthrough rate<br \/>\n<\/strong>This is probably the metric most worth omitting from your reports. While clickthrough rate can be helpful to see the full picture, clicked-to-opened ratio makes more sense to report on since it takes into account opens.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Clicked-to-opened ratio<br \/>\n<\/strong>Here is some great perspective on the content of your email. A low clicked-to-opened ratio might mean you didn\u2019t deliver on your promise in the subject line. Or, maybe your call to action (CTA) just isn\u2019t strong enough. Whatever the data is telling you, tweak and monitor. Move the CTA from the bottom to the top or add it in multiple places. When you see a high clicked-to-opened ratio, attempt to replicate the success either in format or tone across other emails. Or, maybe you need to test a different offer or even retitle your offer similar to the way you would retitle a subject line.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Unsubscribe rate<br \/>\n<\/strong>If your unsubscribe rate holds steady week after week, it is likely fine to stop reporting on it. Generally you want to stay under 1.5 percent. But, if an email goes out with a high unsubscribe rate, check out the content. Was it racy? Boring? Riddled with typos? Did you send a finance-oriented email to your developer list? Figure out the answer quickly and make sure to atone with the next email.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Conversion rate<br \/>\n<\/strong>Obviously, this one isn\u2019t going anywhere.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now that we\u2019ve discussed why you need the basics, let\u2019s investigate additional KPIs.<\/span><\/p>\n<h2>Social sharing and following<\/h2>\n<p><span style=\"font-weight: 400;\">While it&#8217;s not usually the primary action you want someone to take when you send an email, you definitely <\/span><i><span style=\"font-weight: 400;\">want<\/span><\/i><span style=\"font-weight: 400;\"> them to follow you on your social media profiles. Monitoring this specific type of link click allows you to better gauge interest and determine what type of messaging your audience cares most about.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, whether they\u2019re taking the time to reshare your announcement on Twitter or they finally decide you\u2019re worth the Facebook follow, the trigger behind that moment is important. Eventually, you might find a pattern in your emails that shows which offers your email list is absolutely in love with, and what they just don\u2019t care about.<\/span><\/p>\n<h2>Time on page and heatmaps<\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re sending someone to a blog, resource page, video, or other ungated content, you don\u2019t want to stop measuring their activity after the click. Find out what they\u2019re doing <\/span><i><span style=\"font-weight: 400;\">on the page<\/span><\/i><span style=\"font-weight: 400;\">. This is where time on page and heatmaps are incredibly helpful. <\/span><\/p>\n<h3>Heatmaps<\/h3>\n<p><span style=\"font-weight: 400;\">So what do they do once they get to your landing page? Do they submit a form, click to learn more, or go back to your homepage? You might also consider measuring scroll activity on longer pages and even recording sessions. This will allow you to see exactly where their cursor goes and their attention stops on what you deem high-value content.<\/span><\/p>\n<p>Seeing how your audience actively engages with a page gives you the power to optimize with their actions in mind, and not just go on a hunch.<\/p>\n<p><span style=\"font-weight: 400;\">Also, review the heatmap with your email in mind. Are they gravitating toward or away from terms that you used in your email? This will tell you where their interest <\/span><i><span style=\"font-weight: 400;\">really<\/span><\/i><span style=\"font-weight: 400;\"> lies and if you should introduce any tests or changes to your email campaigns.<\/span><\/p>\n<h3>Time on page<\/h3>\n<p>Yes, seeing their clicks, scrolls, or recording is awesome, but sometimes those interactions only last a few seconds. And then they\u2019re gone. Comparing heatmaps to time on page tell you how successful you <i>really<\/i> are at engaging with your audience. A large number of clicks with a short time on the page might tell you your audience is bored by your content and looking for something else. Or maybe they\u2019re frustrated because the large number of clicks you\u2019re seeing are your audience clicking things they <i>think<\/i> are clickable, but actually aren\u2019t.<\/p>\n<p>Review your user experience using these metrics to get the most out of your email marketing.<\/p>\n<h2>Influence<\/h2>\n<p>This has to sound like the most vague metric ever, but it\u2019s the most important. What influence has your email campaign had on engaged leads? How about leads with opportunities? Leads that are closed-won or leads that are closed-lost?<\/p>\n<p>This type of reporting is more difficult to build out, but it\u2019s important to look at, especially in ABM scenarios.<\/p>\n<p>If you are sending leads emails, calling them, then remarketing to them on paid channels where they convert, you want to give your email nurture the credit it deserves for effectively nurturing that lead.<\/p>\n<p>If you need more ideas for creative email reporting, then reach out. <a href=\"https:\/\/www.demandzen.com\/contact-demandzen\/\">We\u2019d love to talk<\/a> about your unique programs and how we can help.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The last time we discussed digital marketing reporting, it was all about content. While content is often difficult to report on because you have to build the metrics yourself, email reporting is quite the opposite. Unless you\u2019re doing email marketing in a way that\u2019s never been done before (or at least since the mid \u201890s),&hellip;<\/p>\n","protected":false},"author":4,"featured_media":1334,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[35,313,221,222],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Best Methods For Digital Marketing Reporting: Email Reporting (Part 2) - DemandZEN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Best Methods For Digital Marketing Reporting: Email Reporting (Part 2) - DemandZEN\" \/>\n<meta property=\"og:description\" content=\"The last time we discussed digital marketing reporting, it was all about content. 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Unless you\u2019re doing email marketing in a way that\u2019s never been done before (or at least since the mid \u201890s),&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/\" \/>\n<meta property=\"og:site_name\" content=\"DemandZEN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/demandzen\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-06-15T04:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/demandzen.com\/wp-content\/uploads\/2020\/03\/email-reporting-dz-marketing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"730\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bart Bartlett\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@demand_zen\" \/>\n<meta name=\"twitter:site\" content=\"@demand_zen\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bart Bartlett\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/\"},\"author\":{\"name\":\"Bart Bartlett\",\"@id\":\"https:\/\/demandzen.com\/#\/schema\/person\/067f9ac71a59e82f07604f5266ac8343\"},\"headline\":\"The Best Methods For Digital Marketing Reporting: Email Reporting (Part 2)\",\"datePublished\":\"2018-06-15T04:00:00+00:00\",\"dateModified\":\"2018-06-15T04:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/\"},\"wordCount\":1293,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/demandzen.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/demandzen.com\/wp-content\/uploads\/2020\/03\/email-reporting-dz-marketing.png\",\"keywords\":[\"email marketing\",\"email reporting\",\"reporting analytics\",\"reporting data\"],\"articleSection\":[\"Email Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/\",\"url\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/\",\"name\":\"The Best Methods For Digital Marketing Reporting: Email Reporting (Part 2) - DemandZEN\",\"isPartOf\":{\"@id\":\"https:\/\/demandzen.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/demandzen.com\/wp-content\/uploads\/2020\/03\/email-reporting-dz-marketing.png\",\"datePublished\":\"2018-06-15T04:00:00+00:00\",\"dateModified\":\"2018-06-15T04:00:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/#primaryimage\",\"url\":\"https:\/\/demandzen.com\/wp-content\/uploads\/2020\/03\/email-reporting-dz-marketing.png\",\"contentUrl\":\"https:\/\/demandzen.com\/wp-content\/uploads\/2020\/03\/email-reporting-dz-marketing.png\",\"width\":730,\"height\":340,\"caption\":\"email reporting\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/demandzen.com\/email-reporting-digital-marketing-best-practices\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/demandzen.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Best Methods For Digital Marketing Reporting: Email Reporting (Part 2)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/demandzen.com\/#website\",\"url\":\"https:\/\/demandzen.com\/\",\"name\":\"DemandZEN\",\"description\":\"Intelligence. 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