Open Rates of Email : Data Perspective (Part 1)
A lot of the data that I get comes from ESP's. And as it's a closed system, I do not trust them to give the a very accurate data. Comparing to another trackers that we put in emails, the data never match with ESP & data tracked by Us related to open rates or click rates. But keeping aside these issues, the ESP's & our own trackers give us enough data to work on and create some Business Intelligence.
One of the main use cases i wanted to tackle was the issue of Open Rates. Following are the features that affect Open rates for an email
1. The ESP used
2. The Panel's readiness and adherence to the rules
3. The ESP panel's reputation based on the above point
4. The Email's Deliverability to the inbox
5. The Email's Subject line
6. The Content of the Email
Let me go in detail for each one of them.
1. ESP Used
ESP's like sendgrid are enable us to send mass emails, which in turn let's us enable to experiment more with data. While ESP's like Mailchimp have more restriction on what kind of lists you can upload to the system. Due to these restrictions, lists sent through SendGrid might not work that well as compared to Mailchimp. But on an overall level, ESP's come down to business choices.
Impact: 2 / 10 on Deliverability
2. Panel's Readiness
A panel on an esp needs to warm up to the lists that you are sending. It needs to broadcast to the world, that we are a new panel and identify us as a good source of emails. This is because there are many checks done by email smtp providers to sift our spam emails.
Impact : 8/10
3. The Panel's Reputation
The panel once it has started, needs to have good clean data. If the panel receives a lot of bounces or unsubscribes, the panel's reputation suffers which leads to the panel getting degraded in eyes of the SMTP's. This negatively affects the Deliverability
Impact : 8/10
More to come in next article...
If you liked it please share on Twitter
You can find me on twitter @shrikhande
One of the main use cases i wanted to tackle was the issue of Open Rates. Following are the features that affect Open rates for an email
1. The ESP used
2. The Panel's readiness and adherence to the rules
3. The ESP panel's reputation based on the above point
4. The Email's Deliverability to the inbox
5. The Email's Subject line
6. The Content of the Email
Let me go in detail for each one of them.
1. ESP Used
ESP's like sendgrid are enable us to send mass emails, which in turn let's us enable to experiment more with data. While ESP's like Mailchimp have more restriction on what kind of lists you can upload to the system. Due to these restrictions, lists sent through SendGrid might not work that well as compared to Mailchimp. But on an overall level, ESP's come down to business choices.
Impact: 2 / 10 on Deliverability
2. Panel's Readiness
A panel on an esp needs to warm up to the lists that you are sending. It needs to broadcast to the world, that we are a new panel and identify us as a good source of emails. This is because there are many checks done by email smtp providers to sift our spam emails.
Impact : 8/10
3. The Panel's Reputation
The panel once it has started, needs to have good clean data. If the panel receives a lot of bounces or unsubscribes, the panel's reputation suffers which leads to the panel getting degraded in eyes of the SMTP's. This negatively affects the Deliverability
Impact : 8/10
More to come in next article...
If you liked it please share on Twitter
You can find me on twitter @shrikhande
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