{"id":2611,"date":"2012-04-05T18:32:45","date_gmt":"2012-04-05T18:32:45","guid":{"rendered":"https:\/\/mailinglistservices.com\/?p=2611"},"modified":"2023-04-18T20:08:48","modified_gmt":"2023-04-19T00:08:48","slug":"email-ambiguity-can-you-really-test-for-that","status":"publish","type":"post","link":"https:\/\/dundee.net\/index.php\/email-ambiguity-can-you-really-test-for-that\/","title":{"rendered":"Email Ambiguity \u2013 can you really test for that?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2611\" class=\"elementor elementor-2611\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-25602482 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"25602482\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-628b23e0\" data-id=\"628b23e0\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6eb34b6b elementor-widget elementor-widget-heading\" data-id=\"6eb34b6b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Email Ambiguity \u2013 can you really test for that?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-672f135 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"672f135\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d8300a1\" data-id=\"d8300a1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-be7e40d elementor-widget elementor-widget-text-editor\" data-id=\"be7e40d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Your computer screen is zipping along with charts, graphs and numbers.\u00a0\u00a0 So far so good, everything looks great.\u00a0\u00a0\u00a0 You believe the email campaign is a success, so many website visitors, even more than you had hoped for.\u00a0 Management is waiting for your report; how many people clicked on the yellow shoes, they ask \u2013 Clicked on the yellow shoes? You wonder, was I supposed to track that too?<\/p><div id=\"attachment_867\" class=\"wp-caption alignleft\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-2613\" src=\"https:\/\/mailinglistservices.com\/wp-content\/uploads\/2019\/10\/shoe-yellow-200x300.jpeg\" alt=\"yellow shoes\" width=\"200\" height=\"300\" \/><p id=\"caption-attachment-867\" class=\"wp-caption-text\">Yellow Shoe Marketing<\/p><\/div><p>It all comes down to using the right set of parameters and performance indicators, the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Performance_indicator\">key performance indicators (KPIs)<\/a> to collect the data \u00a0you need.\u00a0 It goes without saying, knowing the objective of the campaign (yellow shoe clicks) will allow you to choose the KPIs you believe will be the most useful to determine the success or failure of a campaign.<\/p><p>When you start reviewing which KPIs \u00a0to use, \u00a0it may seem a bit overwhelming, after all, you\u2019re only trying to measure how well your email campaigns are doing and are they doing as well as you think.\u00a0 \u00a0So why should you be concerned with which KPI\u2019s to use?\u00a0 Because, the key performance indicator of success is your Conversion Rate.<\/p><p>Conversion rates are not standardized, organizations measure conversion rates differently from one another. \u00a0\u00a0For example, a real-estate company\u2019s email campaign might base their success on the number of completed buyer profiles received, a shoe store may measure the number of clicks on their yellow shoe, while similar competing industries will have dissimilar conversion goals; such as opens compared to a success rate based on the number of unsubscribes in a mailing.<\/p><p>KPI\u2019s are important because they:<\/p><ul><li>Assist with organizational objectives \u2013 what do you want to achieve?<\/li><li>Are success indicators \u2013 Are your results comparable to your market and competitors?<\/li><li>Are uniquely defined by the individual organization \u2013 Who, in your company defines the goals for your email marketing efforts?<\/li><\/ul><p>The common types of Key performance indicators used in email marketing may describe strategic goals in terms of quantifiable parameters, which in turn will allow you to estimate the success of your email campaign.\u00a0 \u00a0The common key performance indicators themselves, are not based on standardized formulas \u2013the formulas used can be defined as needed<\/p><p>For example, there are at least two acceptable calculations for email Open rates; one based on delivered emails while the other based on total emails sent.\u00a0 Both formulas are very acceptable. \u00a0What definition are the formulas then based on the actual click on an email, or when an image renders in an email client or when someone clicks on a link within the message?<br \/>Some commonly used Key Performance Indicators<\/p><ul><li>Churn Rate<\/li><li>Click through rates<\/li><li><a href=\"https:\/\/mailinglistservices.com\/are-my-email-open-rates-worth-my-time-to-analyze\/\">Click to Open Rate<\/a><\/li><li>Conversion Rate<\/li><li>Delivery rate\/percentage<\/li><li><a href=\"https:\/\/mailinglistservices.com\/the-big-bounce\/\">Email Bounce rate<\/a><\/li><li>Email Open Rate<\/li><li>Referrals\/forwarded messages<\/li><li>Number of sales versus number of new site visitors<\/li><li>Shopping cart abandonment<\/li><li><a title=\"Spam traps\" href=\"https:\/\/mailinglistservices.com\/who-put-a-spam-trap-in-my-permission-based-email-list\/\">Spam complaints<\/a><\/li><li>Unsubscribes<\/li><\/ul><p>In conclusion, there are many ways to measure a successful email campaign. \u00a0\u00a0\u00a0The KPIs define a set of values to measure against. \u00a0Selecting the right KPI\u2019s is contingent on having a good understanding of the email campaign goal and expectations.\u00a0 However there a degree of ambiguity that comes into play, which may not be of concern if your numbers are going up, ROI is climbing, and your subscribers are happy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-51585c84 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"51585c84\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2791177e\" data-id=\"2791177e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-32ad3842 elementor-shape-rounded elementor-grid-0 e-grid-align-center 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Your computer screen is zipping along with charts, graphs and numbers.\u00a0\u00a0 So far so good, everything looks great.\u00a0\u00a0\u00a0 You believe the email campaign is a success, so many website visitors, even more than you had hoped for.\u00a0 Management is waiting for your report; how many people [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":12,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[22],"tags":[94,131,132,26,3,42,133,134],"class_list":["post-2611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-bounced-email","tag-converision-goals","tag-conversion-rate","tag-email-campaigns","tag-email-list-services","tag-email-marketing-campaigns","tag-kpis","tag-unsubscribes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Ambiguity \u2013 can you really test for that? - Dundee Internet Services<\/title>\n<meta name=\"description\" content=\"You believe the email campaign is a success, so many website visitors, even more than you had hoped for. 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