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Do not be verbose - it is better to shorten the introductory part. Many subscribers believe that the optimal length of the letter for mailing is when the recipient does not even need to access the scroll bar.

The letter should look like an individual one: it is desirable to indicate the name of the recipient and build it in the form of a personal appeal.

Blatant advertising and uninformative boastful remarks can be perceived as spam. Non-committal phrases like "the best in the world, total customer satisfaction", "unparalleled exceptional accuracy", "recognized leader in the field information technologies" must be excluded. It is better to indicate the data as a percentage, and determine the degree of leadership by an indicator in the market (preferably confirming it with a link to a marketing agency). Users lose confidence in texts in which the authors clearly exaggerate everything.

The form of the message matters. The ease of use of e-mail facilitates communication and simplifies the style of communication in private correspondence, however, in sales letters, the quality of the text must be ideal, as it will be used to judge the company and its products.

The Internet allows you to reach the widest possible audience, so cultural differences should be taken into account and a universal form of address and presentation of the material should be chosen. A style should be chosen that will not offend the recipient with insubordination, formal address, etc.

Some secrets of mailing efficiency

The success of the marketing impact largely depends on the regularity of the mailing. Do not send letters too often - once a month is enough to inform customers about the company's news. Even if the client himself filled out the questionnaire and subscribed to the news, it is necessary to leave the clients the opportunity to unsubscribe from the mailing list.

Avoid sending attachments without asking permission from the recipient. Firstly, this will cause unnecessary suspicion for the filters, and secondly, some users have restrictions on the size of the letter and mailbox, or slow communication speed. If you are sending out issues not from your own domain, but using special service then choose reputable services.

Types of mailings

First of all, it should be said about automatic mailings. They can make life much easier for site owners. This purpose is served by e-mail autoresponders. The main resource on the Internet is trust. The person sending the request by e-mail, in fact, expresses his trust in you. If you can't reply to emails, use autoresponders and autoresponders.

E-mail autoresponder promptly issues an automatic e-mail response.

The peculiarity of the autoresponder is that the addresses and texts of the letters of those who made the request are saved and, therefore, a database can be formed from them.

It can later be used for distribution.

Some users, before deciding to buy a particular product, must necessarily talk about it several times. In order to make it easier for such buyers to choose and not cause unnecessary trouble to the seller, autoresponders were created, which in many ways resemble autoresponders. They differ from the latter in that they can produce automatic mailings at the address of the request several times with a change in the information sent.

The most common mailings are news about services, products or the site. The ability to find a reason for news is a special art of a marketer. Interesting news is a good reason to notify subscribers, partners, friends and once again attract visitors to the site.

Special mention should be made of the distribution of press releases. By definition, a press release is a factual presentation of objects and events that serves as a raw material or one of the sources for preparing a publication. The purpose of a press release is to draw media attention to a company, product, service, or Web site.

When writing a press release, try to look from the point of view of a journalist: he needs to attract the reader, the main thing for him is an interesting topic, but form and structure also matter.

So what should be the format of a press release?

1. Urgency will allow you to quickly weed out unnecessary news. For daily, weekly and monthly publications, the relevance of news is different. Give the editor the opportunity to immediately understand whether the news is relevant to him or not.
2. The headline should impress the reader, making him interested in the text.
3. Annotation. A concise presentation will help the editor decide whether he needs this material or not.
4. Place and time. It is advisable to start the text with a message, from which region the information came and when, for example: Moscow, Russia, 1.02.2005.

Main part.

Instead of long texts, it is desirable to provide a link to a more complete text on the Web. Avoid quoting management statements that do not contain specific information. Lengthy arguments even from the lips of big bosses are not of particular interest to the reader. Avoid using professional terms in your press release. If what is written is incomprehensible to the journalist to whom you are sending the release, then this information will most likely not reach the readers. The author of the release always knows the subject well, but he must make sure that the text is also available to a circle of potential readers.

Obviously, the closer the style of your presentation will be to the norms of the literary language, the easier it is for the editor to use it in the article and the sooner he will do it.

Information about the companies participating in the press release

The last paragraph of a press release is usually used to introduce the companies mentioned in the press release.

5. Contact details

You must provide your name, telephone, fax, e-mail and website address, ie. data that will help the journalist to seek additional information.

In principle, marketers practice sending out not only press releases, but also finished articles that can be sent to both online and offline magazines.

There is a mass printed publications, whose editors are concerned about filling various headings, and not only news; Every day, tens of thousands of thematic mailings appear, which are read by millions of audiences.

Separately, it should be said about the services of automatic placement of press releases.

A typical example is the oldest and largest information channel in Runet Subscribe.Ru. This is a platform where press releases are received from one hand and transferred to another.

There are about 25 metrics in email marketing. But only 7 of them - the key ones - are used to calculate the effectiveness of mailings. Some companies do not follow them either, focusing only on ROI, considering it a monetary indicator of the success of campaigns. But there are other indicators that directly or indirectly affect the profitability of email marketing in business. We decided to dot all the “i” and show which parameters in email marketing are important and which are not worth wasting time on.

#1: Open Rate (OR, email open rate)

Shows how many recipients have opened the email. Technically, its level depends on the quality of email delivery: the fewer messages "bounced" or ended up in SPAM, the higher the Open Rate:

OR=((number of recipients who opened the email)/(number of delivered emails))*100%

Open Rate needs to be analyzed daily. His fluctuations from email to email show what can be improved in email strategy:

• What email topics are of interest to your subscribers - the higher the OR, the more relevant topic;
• What day of the week to send the mailing;
• What percentage of recipients read messages and not just keep them in their inbox.

In non-technical terms, OR is an indicator of the effectiveness of an email marketer. With an honestly assembled base, high-quality segmentation and an engaging headline, it's a matter of two to three weeks.

#2: СTR (Click throuhg rate)

Shows how many people not only opened the letter, but also made it into action - clicked on the link, went to the site. The indicator is more important than the Open Rate. In our blog, we have already talked about what CTR is, what it depends on and, so now we just recall.

In fact, CTR is an indicator of reader engagement. The higher the clickability in the letter, the better the content is selected and the needs of the target audience are studied.

In a business environment, the goal of email marketing is to generate additional revenue and build customer loyalty. In this context, support high level CTR means that the business is trusted, provides useful content, and is an industry expert.

In the updated Estismail statistics interface, for visual control of CTR and Open Rate, there is a “red line”, which is set at 15%. This is the criterion for the “correctness” of email marketing. If the indicators fell below the red line, then we recommend that you revise the mailing content plan.

#3: conversion rate (CR orECR - email conversion rate, conversion rate, clicks from opens)

CR- important indicator for email marketers and businessmen. It displays how many subscribers clicked on the links and made the target action: bought, registered, filled out the questionnaire. Conversion Rate is one of the few metrics in email marketing that gives a clear indication of future profits.

ECR depends on the reliability of the email service and the quality of the content. These three components translate into high email deliverability, low spam, and bounce. The better the reputation of the sender, the higher the conversion rate from his mailings:

CR=((number of recipients who took action)/(number of delivered emails))*100%

There is no generally accepted “normal” conversion rate. Its rate can vary from 2% to 12%, depending on the industry. For example, emails with promotions and discounts in e-commerce give a CR of 7-12%. While the newsletter from startups and bloggers is barely gaining 2%.

Regardless of the industry, conversion rates are increased by:

• Content that solves the needs of the client;
• Message design: the letter should contain call-to-action, thematic buttons and links;
• High reputation of the sender;
• Constant interaction with the reader through emails, push notifications, social networks, website, etc.

CR mail services do not display. In order to accurately measure it, you need to integrate the site with either Yandex.Metrica or Google Analytics, and set a list of actions for tracking (registration, order, purchase).

However, Estismail's new stats show the history of each client's activity, from the number of opens to link clicks. This allows you to track the interests of the reader and create an individual trigger message for him.

#4:Unsubscribe rate (UR,level unsubscribe)

Shows how many readers have unsubscribed from your newsletters. UR is calculated automatically by the mail service. For example, in Estismail it can be found in the "Statistics" section:

If you delve into the essence, then the Unsubscribe Rate is calculated by the formula:

UR=((number of people who unsubscribed)/(number of emails delivered))*100%

It is believed that the unsubscribe rate is below 2% - within the normal range. An exception is the first sending or mailing after a long break. In this case, UR can reach 10%.

People will always unsubscribe - regardless of the content, design and reputation of the sender. A person's needs may simply change. Therefore, do not be upset because of each unsubscribed.

But we also do not recommend stopping tracking the Unsubscribe Rate. The unsubscribe rate is sensitive to the state of email marketing in general. If UR grows from campaign to campaign, reconsider strategy and content. Perhaps you are no longer relevant to your readers.

#5: Bounce Rate (Undelivered Emails)

Bounce Rate shows the percentage of emails that were not delivered to recipients.

There may be several reasons for this:

• The recipient's email no longer exists or is misspelled;
• The message is overloaded with text, pictures, links;
• The recipient's mail server recognized the sender;
• The sender's IP is blocked and blacklisted;
• The recipient's mailbox is full;
• The recipient's mail server is currently unavailable.

In the last 2 cases, Estismail will try to deliver the letter for another three days. If the message cannot be delivered within this period, it will be deleted.

A healthy Bounce Rate ranges from 3-3.5%. If the number of undelivered emails began to grow sharply, we recommend that you check if your IP is in the blacklist.

The second way to lower the Bounce Rate is to clean up the base. The more inactive emails and erroneous addresses in it, the more letters will not find their recipient. In order to keep the list of recipients in shape, it must be thinned out at least once every six months.

#6: Complain Rate (SCR)

The indicator indicates that the recipient marked the message as spam. This does not always mean low quality content. Often, a person presses the "SPAM" button emotionally: he may have Bad mood or he forgot that he signed up for the mailing list.

For the sender, such a spontaneous act brings sad results. As soon as the Complain Rate exceeds the quota of 0.03-0.09%, the level of trust of mail services in the sender's IP drops. This means that outgoing emails will be subjected to a more detailed check, and will not always reach the "Inbox".

High SCR is hard to fix, it's easier to prevent:

• Enter a subscription with confirmation;
• Sending to bases collected by fair means;
• Keep track of the volume of sendings from one IP: no more than 3000 per day.

#7: Return of Investments (ROI, return on investment)

This indicator is not found in the mail service. But it will definitely be in the accounting report. ROI is the only email marketing metric that can be calculated in banknotes. But marketers prefer percentages:

ROI=((Incremental sales revenue - Amount invested in the email campaign)/(Amount invested in the email campaign))*100%

For example:

An email campaign selling a promotional product brought in an additional $1,150. For payment mail service, template development, content preparation and other work of an email marketer took $100.

ROI=((1150-100)/100)*100%=1050%

ROI is the main indicator of the effectiveness of mailings. It makes it clear whether email marketing makes sense for your business, or whether it might be worth investing in another sales channel.

We hope this information, as well as the updated interface from Estismail, will help you in your email marketing performance audit and save you time and effort. The service calculates most of these metrics on its own and displays the finished result in the form of graphs and percentage scales.

What features are in the new statistics from Estismail - see the full review:

Good luck with your newsletters and high ROI!

The choice of indicators depends on what you yourself mean by the word "success". The success of an online store is whether it was possible to sell the goods. blog success or information portal seen in the figures:

• Growing, or at least stable, share of emails read;
• A small number of unsubscribes;
• Positive feedback from readers.

Such indicators mean that the audience is loyal and the right course has been chosen in terms of content marketing.

Email metrics

There are indicators that are common to all, high values ​​of which indicate a successful campaign. Here is what we consider when compiling a monthly analytical report:

• Number of unique email openings (Unique Open)

  Allows you to monitor how popular your newsletters are among readers, test email subject lines and identify patterns in user behavior depending on the wording of the topic. From May to mid-September, the open rate drops by 20-50% of the normal level.

• Total number of email openings (Opened)

  Allows you to infer whether your emails are reopened by comparing the number of unique opens with the total.

• The number of unique clicks in the letter (Unique Clicks)

  Indicates how many people moved from the email to the site.

• Total number of clicks in the email (Clicked)

• Number of unsubscribers

  This and the next indicator should be carefully monitored, they reveal the direct reaction of users to mailings.

• Spam

  Number of spam complaints.

After collecting this information, we calculate indicators that indicate the success or failure of the campaign:

• Share of emails read (OR - open rate)

  Shows what percentage of subscribers reacted to the subject of the letter. If the mailing is informational or content, a low percentage of opens may indicate its failure.

• Click Through Rate (CTR)

  The percentage of people who opened the email who clicked on any link in the email, that is, responded to calls to action. Based on this indicator, we can conclude whether the content of the letter worked.

• Conversion rate(CR - conversion rate)

  The percentage of transactions from the total number of clicks in the letter. It's simple: if you made a selling newsletter, and the conversion is low, then the newsletter failed.

• Return on investment (ROI - return on investment)

  The ratio showing the payback of email-mailing. To get this indicator, it is enough to divide the profit from the mailing list by the cost of creating it. This is perhaps the most important criterion for the success of the mailing list for the e-commerce sector.

Some of these indicators are presented in the functionality of mailing services, the rest we calculate on our own.

If the purpose of the mailing is sales, then it is worth periodically reviewing the click maps of letters (if the functionality of the mailing system allows it). This will make it possible to understand which products people are more interested in, and which ones they are not interested in at all. A click map will also help if you create content emails: using this tool, you can conclude in which part of the email it is better to place a navigation menu or where it is more efficient to put a button.

Rules and exceptions

The very first mailing gives inflated figures: people open the first mailing list they just signed up with curiosity. The results of the second letter fall on average by a third, the next - by another third. After three or four mailings, we can expect averages to stabilize.

Compare monthly averages, pay attention to the trends of the last five mailings, analyze annual dynamics and take into account seasonality. As it was said, in the summer the figures fall.

Another case is when your goal is to sell a specific product. Then you need to look at the indicators of the letter with this particular product. The results of individual campaigns will also allow you to understand the reaction of customers to all changes in the design, content, and list of products: for this, arrange split tests by dividing the base into two equal parts and sending them different versions of emails.

Unexpectedly, but true - only 10% of current CoMagic customers actively use Email marketing. At the same time, more than 60% of Western audiences prefer to contact brands via email - Adobe's "Email Use 2017 - US Report" study (2018). We are ready to ask that in Russia it is not much less.

Email marketing continues to play an important role in marketing campaigns brands, but we have to admit that now this channel is going through better times. There are too many mailings, and even more spam filters. Communication with companies is moving to social networks, and email is being replaced by direct marketing.

Does this mean that email campaigns are no longer effective and it's time to reallocate the budget to more profitable advertising channels? We analyzed the experience of using email marketing among global brands, reviewed trends, new features and key points in use, and collected TOP-6 for you, which will increase the effectiveness of this channel.

Read, practice and take your email marketing to the next level. So let's go!

Automation - trigger email chains

How it works?

You think through scenarios and set trigger chains for your subscriber base. Next, set up automatic sending of emails corresponding to triggers. For example:

Welcome letter (trigger - subscription);

Letter of congratulations (trigger - a specific date);

Letters about an unfinished purchase (abandoned cart trigger), etc.

Trigger chains of letters will allow you to always be in touch with your subscriber, as well as quickly enough to transfer him to the category of active buyers.

Here is an example of a trigger email chain from Nissan.

Abandoned carts are a pretty popular trigger, but what about abandoned views? There are many more cases when a user viewed products and then left the site. You can also create an appropriate trigger for this.

interactive content

The so-called "kinetic" letters - main trend 2017, which continues to gain momentum.

These are emails that include GIFs, buttons, photo and video carousels, polls, constructors, infographics, etc. Due to direct interaction with the audience, interactivity allows you to achieve higher conversions than regular emails.

Deep personalization

Collect information about your subscribers and segment the entire database according to it. Where to get data?

Website behavior analytics: viewed pages, products, interrupted purchases, etc.;

A great example from colleagues from the Hilton hotel chain. Marketers studied the behavioral data of their customers and then used it in the mailing list: each client received an individual letter with infographics about how many times he stayed at the chain's hotel and how many countries he visited. The results of this newsletter are + 70% to opens, + 37% to referrals. Not a bad result, right?

Sticky content

Offers, promotions, information about products - you won’t surprise anyone with such content for a long time. But why not offer subscribers something extra - new useful and exciting content, selected according to their interests.

Style guides, recipes for new dishes, how-to guides for growing bonsai on your windowsill... Tips, news, jokes and many other types of "sticky" content are useful not only for information resources but also for brands.

Sharing useful information, you not only retain subscribers and prevent such unwanted unsubscribes from the mailing list, but also build a dialogue with potential buyers, thereby increasing overall loyalty to the company.

Mobile layout

All sorts of mobile gadgets continue to take over the world. And if users are increasingly reading books, news, chatting, listening to music, etc. using their smartphones, then why do you think you are checking email are they any different?

We are not talking about the usual optimization for mobile devices- this should be done by default. But about creating more attractive and smartphone-friendly buttons, images, and any other content used in emails.

The percentage of users who prefer mobile layout will only grow. Therefore, developing and implementing a well-thought-out mobile strategy for your email marketing is something worth spending time on now.

Analytics as the basis of email marketing

It doesn’t matter how well thought out your trigger scripts are or how brilliantly chosen your GIFs are if you didn’t define KPIs before launching the campaign and don’t track its results in any way. You will never understand what worked in your email strategy and what did not, which means you will not understand what needs to be adjusted.

Most email platforms provide customers with information on basic metrics:

Open Rate;

Click through rate (Click-Through-Rate, CTR);

How long does it take to read a letter, etc.

Other indicators that, as a rule, few people look at: virality - email forwarding or shares in social networks.

Without a doubt, all this data is important. However, they may not be enough if final goal Email campaigns don't increase clicks or open rates, but get real sales. Therefore, we propose to dig deeper and calculate metrics that display the specific results of each email campaign.

For example, in personal account CoMagic, you can view both general statistics for the email channel and statistics for each campaign separately.

The analysis of this data will give you answers to the questions:

How many consumers made a purchase or ordered a service after clicking on the link in the email?

What is the return on investment (ROI) of an email channel?

You can and should work with these indicators - set improvement goals, monitor changes, segment, set up different email campaigns, adjust the overall strategy if necessary, etc. Do business on the basis of accurate data, not with your eyes closed.

Statistics on the main metrics can be viewed directly in the email service. Their indicators make it possible to evaluate the effectiveness of the mailing and identify errors.

In this article, we will talk about the main metrics that will help you monitor email results campaigns and plan goals for the future.

Deliverability (Delivery rate)

Not all letters reach the recipients. The deliverability percentage will help determine the actual number of emails your subscribers receive. It can be calculated using the following formula:

Your goal for deliverability is 95% and above.

However, errors sometimes occur during the sending process. For this reason, the mailing does not reach the recipient. The following metric is responsible for delivery errors.

Bounce rate

This metric shows the percentage of undelivered emails. There are two types of failures.

Soft returns (soft bounces)

This means that messages are not delivered due to the recipient's mailbox being full, technical failures on the recipient's mail server, or a large message volume. Also, delivery may be rejected by the mail server if the mailing content looks like spam.

Hard bounces

Hard bounces occur due to non-existent addresses or domains where subscribers' email addresses are located.

How to reduce the number of bounces:

• Check the email for spam words.
• Make sure the unsubscribe button works.
• Track the presence of an IP address in blacklists.
• Make sure email authentication is set up correctly.
• Set up subscription confirmation with .
• Connect a postmaster in which you can find out the reasons for failures. We have already explained how to connect and work with such a tool.

The optimal bounce rate is 2-5%.

Open rate

This metric provides data on how many emails were opened. The calculation formula is as follows:

To know the quantity open letters, email services use special web beacon tracking technology. It works in the following way. A single-pixel image is placed in the letter with unique identifier. And when the subscriber opens such an email, the image is loaded. This helps to fix the date and time when each subscriber opened the newsletter.

It would seem that everything is thought out, but opening a letter does not mean reading it. In addition, some users block the loading of images in mailbox. That is why it should be taken into account that the open rate is calculated with an error.

Let's move on to specific figures. To get an idea of ​​how good your open rate is, compare it to the average open rate across industries.

How to improve openability:

• Think carefully about the topic, because it is it that prompts the person to open the letter. An article about how to help you create creative themes. Also, do not be afraid to use them, they attract attention and thereby increase the open rate.

• Keep your address book clean. To do this, do it, select inactive subscribers in a separate segment and spend. If they continue to be idle, move the addresses to another address book and send less frequent mailings to it, if not stop altogether.
• Delete non-existent addresses from the database. And to prevent invalid email addresses from getting into the database in the future, use double confirmation when subscribing.
• Create relevant newsletters with .
• Optimize, because subscribers can live in different time zones.

Click through rate

The click-through rate is usually lower than the open rate, the average click through rate for most campaigns is . Unlike open rates, click-through rates are accurate.

How to increase click-through rate:

• Send relevant newsletter content based on segmentation and subscribers' previous actions in the email.
• Optimize your email for mobile viewing.
• Make images in your email clickable.
• Increase the size of the button to 44 pixels so that it is convenient for subscribers to click on the smartphone screen.
• Add active verbs to the CTA button: go, look, pick up, find out.

Confectionery company Godiva uses a clickable image, a large CTA button with a call to "buy". It turned out appetizing and, most likely, the subscriber will follow the link!

Conversion rate

Priority metric for evaluating performance email newsletters- conversion rate. It displays how many subscribers completed the target action, namely: downloaded materials from the link, registered via email, went to view the webinar, paid for a service or product.

The conversion is calculated using this formula:

• Send chains of trigger emails to warm up and return subscribers:,.
• Personalize. There are many personalization options: by name, interests, birthday, and so on. And also create offers based on pages viewed on the site and purchases made. Research confirms that personalized emails have a six times higher transaction rate.
• Let the user choose how often and what content they want to receive. This can be done by including a link to the email settings in the email.
• Correctly place accents in the letter. Highlight links, important information highlight in headings. So the subscriber is more likely to perform targeted actions.
• Motivate with discounts free shipping, bonuses, gifts.

See how they do it in the online food delivery service: when placing a weekly order, the client receives seven more days of mouth-watering dishes as a gift.

Unsubscribe rate

You need to sound the alarm when the indicator rises above 1%. An acceptable figure is 0.5%.

How to reduce the unsubscribe rate:

• Do not abuse sales emails, dilute them with content. For example, send news digest, an email with a link to a webinar or an e-book download.
• Invite people to choose the frequency of mailings. You can add this field to the subscription form.

For example, on the TED conference website, users are offered to subscribe to news that will come once a week or once a month.

• You can try another well-known trick with cats.

Spam complaint rate

How many people considered your newsletter as spam will show the spam complaint rate. The acceptable percentage of spam complaints is 0.6-0.9%. Know that postal services strictly monitor this indicator and form. If the reputation is negative, mailings will not reach the Inbox folder at all and will land in Spam.

How to reduce spam:

• Remind the subscriber that he himself signed up for the newsletter.
• Add an unsubscribe link to your email and make it prominent.
• Stick to the email frequency you promised when you signed up.
• Avoid similarities to spam content such as capitalization and exclamation points, one font, and fewer emoticons.

Don't do like the example below. This letter has six exclamation points and six font colors.

Return on Investment (ROI)

ROI shows how much email marketing paid off. The ROI is calculated using the following formula: SendPulse campaign performance metrics

SendPulse also has a report on open rates from different devices, platforms and browsers.

To track the conversion, you can enable integration with Yandex.Metrica or Google Analytics. All reports can be downloaded in PDF and XLS formats.

Try evaluating your email campaign today. To do this, send the newsletter to and go to the "Reports" tab. We wish you more engaged users and fewer unsubscribes!