APERTURE AND VIEWING RATIO

[RafiRiFat336205]

We have already mentioned before, be careful with this data, it has a trick. It is the most used to check the success of a campaign, but in reality, since we cannot know if they open our email to read our offer with fervor or to send us to the trash immediately, we must combine it with other metrics. In addition, it is not technically 100% reliable, many email clients block the tracking images that allow us to obtain this parameter. It will be useful as a warning to locate possible problems once we have already sent several emails. If we normally have a 25% opening rate and in our last newsletter we have a 5% rate, something has happened that needs to be reviewed. It will also allow us to check the effectiveness in encouraging the opening of different newsletter subjects on equal terms, but we insist, be very careful about basing ourselves solely on this parameter to give an opinion or report on whether the campaign has been successful or not. CLICK RATIO :

This one is 100% reliable and therefore we should pay close attention to it. All things being equal, we should compare the clicks that each newsletter has received to find out if the variation in designs, offers, etc., have improved the results compared to other mailings. Given the importance and usefulness of this metric, it will be very interesting to encourage it by trying to orient our newsletter designs so that the recipient must click on some point in it to carry out the action we want to obtain, whether it be a sale, a communication, an invitation to an event, etc. CONVERSION RATIO

Once readers see our newsletter and click on the links, they will address in laos be taken to landing pages where they must perform some action, whether it be buying a product, registering on our site, leaving a comment, etc. It will be critical to know what percentage of the total subscribers to whom the newsletter has been sent and of the total number of those who have clicked on it actually perform the action sought in order to compare it with the different modifications we make to improve it and increase the total conversions, since in the end this will be the only data that really indicates whether we have achieved the established objective. INDIRECT CONVERSIONS

We must not forget to monitor the conversions, purchases or responses that we will obtain thanks to the newsletter but not through official channels. For example, there may be subscribers who do not carry out the action required directly through the newsletter link, but instead enter our website, call by phone, etc. Putting in place the systems to obtain these metrics and adding them to the total conversions will be useful to have more reliable data on the impact, effectiveness and real costs of the email marketing action. COST OF CLICKS AND CONVERSIONS

Finally, the data that is of interest to be able to say whether a campaign has been profitable and to compare it with other media and actions. SPAM AND JUNK MAIL NOTIFICATIONS

If we have a provider like mailrelay.com that has signed agreements with the main ISP providers like hotmail, gmail, etc., we can have a report of which subscribers click on spam. It will be useful to check if our design and offer is attractive for subscribers or to verify the real quality of a database. DEVICE AND OPENING CLIENT

Knowing whether the newsletter is opened with smartphones or with certain email clients will allow us to create customized designs for segmented groups within our database. GEOGRAPHIC LOCATION OF SUBSCRIBERS

This metric can be linked to the conversion rate, and we will know in which locations our campaign is being more profitable. It is also interesting for possible local offers. EXAMPLE OF STATISTICS SYSTEM In the following link , in the statistics section, we can see an example of an email marketing statistics engine with all the necessary metrics: openings, clicks, location, opening device, email client, etc. CONCLUSION It is clear that email marketing allows us to have a multitude of useful data far beyond the mere number of newsletter openings. Finally, it should be noted that, like all metrics, this data should be used to help make decisions, to detect possible previous problems, campaign strategy planning and possible technical or design modifications to the newsletter. If this analysis and subsequent action are carried out, we will simply have a nice report with many colorful graphs.