Master the Essentials of Email Marketing Analytics: The journey from inbox placement to conversion - Softcover

Sharma, Himanshu

Softcover

ISBN 10: 1367308704 ISBN 13: 9781367308701

Publisher: Blurb, 2016

Synopsis

Marketers globally rate email marketing as the most powerful online marketing strategy and the one which delivers the best return on investment (ROI). Email marketing has very low cost per acquisition. In other words, it is very cheap to acquire and retain customers through emails compared to other marketing channels.

There is a reason, your inbox is always full of emails. Email marketing works and it works wonders, provided you know how to deliver your emails in your subscribers' inbox. However the problem is, one in five emails do not reach the inbox. They are either sent to spam folders or are blocked. The percentage of emails that were sent to mailboxes and did not bounce is called the 'Delivery rate'. But Delivery rate does not measure the ability of your email to get into your subscriber's inbox. Therefore, there can be a situation where you have a 99.99% delivery rate and still the majority of your emails are ending up in a spam folder and hence not being opened.

The percentage of delivered emails that land in a subscriber's inbox is called the 'Inbox placement rate'. You need high inbox placement rate to get your emails delivered in your subscriber's inbox. In order to improve 'inbox placement rate', you need to work on improving other KPIs like 'sender score'. There are several KPIs which impact: email deliverability, subscriber engagement and conversions.

So if you wish to dramatically reduce your cost per acquisition and increase email marketing ROI, you need to become extremely good at tracking the performance of the various KPIs and metrics used for email marketing. This book focuses solely on the 'analytics' that power your email marketing optimization program. 

Inside this expert guide, you will discover the various KPIs and metrics used for measuring: email deliverability, subscriber engagement, email conversions and ROI. You will learn about the technology, used by mailbox service providers to make inbox placement decisions. You will learn about the various techniques to avoid spam filters and blacklists. You will learn to monitor and improve email deliverability and subscriber engagement.

About this title

About the Author

Himanshu Sharma is a digital marketing consultant and founder of OptimizeSmart.com.

He specializes in attribution modelling, fixing website tracking issues and helping businesses to better understand their analytics data. He has over 12 years' experience in web analytics and digital marketing.

He was nominated for the Digital Analytics Association's Award for Excellence. The Digital Analytics Association is a world-renowned, not-for-profit association which helps organizations overcome the challenges of data acquisition and application.

Himanshu is also the author of two best-selling books on analytics and conversion optimization:

#1 Maths and Stats for Web Analytics and Conversion Optimization
#2 Attribution Modelling in Google Analytics and Beyond


In addition to these books, he has published more than half a dozen ebooks on Google Analytics and Google Tag Manager, which are available on optimizesmart.com.

Himanshu run one of the world most popular blogs on Google Analytics. He also provides web analytics training and has currently got more than 800 students.

Edition details

• Publisher: Blurb
• Publication date: 2016
• Language: English
• ISBN 10: 1367308704
• ISBN 13: 9781367308701
• Binding: Paperback
• Number of pages: 184