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Email Marketing Metrics Report Australia - Vision 6

Email Marketing Metrics Report Australia - Vision 6

Click Through Rate

Click Through Rate Relative to Open Rate This chart displays average unique CTR as a percentage of the total number of unique opened emails. This indicates how responsive the recipients who have opened an email are, giving a direct measure of the effectiveness of the email’s links and calls to action. Findings CTR Relative to Open Rate has shown a decrease of 1.84% from the the first half of 2012 to the second half of 2012. Tips Use your click through rates to gauge what your audience is most interested in. This information can be used to improve subject lines and consequently your open rates. For example if the majority of your recipients click on competitions and not articles maybe your subject line should change from “10 ways to avoid hipsters” to “WIN great prizes & learn how to avoid hipsters.” Jul - Dec 2012: 17.46% Jan - Jun 2012: 19.29% July – December 2012 Email Marketing Metrics Report Australia www.vision6.com.au 12 Copyright 2013 Vision6

Bounce Rates This chart displays the total number of bounced emails as a percentage of the total number of emails sent. Bounce rates are often used as a key measure of deliverability and include permanent and temporary bounces. Permanent Bounces (AKA hard bounce) usually means the email address is incorrect or is no longer in operation. Temporary Bounces (AKA soft bounce) usually means the email address is temporarily unavailable, often because ‘server time expired’ or ‘mailbox full’. Findings There has been a consistent trend of bounce rates gradually decreasing since the beginning of these reports in 2006 when the average bounce rate was 12.29%. For the Jul-Dec 2012 period bounce rates have continued to decrease and currently sit at 4.63%. Tips Permanent bounces should be updated with a new email address or removed from your list. If your bounce rate is regularly 6% or higher it’s time for a data cleanse. You may be able to contact them using another method (such as phone or point of sale) to update contact details. IMPROVE DELIVERABILITY Jul - Dec 2012: 4.63% Jan - Jun 2012: 5.24% Learn how to improve your email deliverability. Download the Vision6 whitepaper “Understanding & Improving Email Deliverability” for free. Here are some great resources to help you grow and maintain a clean list: Bulk up your database the right way (video) Managing bounced emails – a quick guide Why two databases are not better than one July – December 2012 Email Marketing Metrics Report Australia www.vision6.com.au 13 Copyright 2013 Vision6

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