If you work with email campaigns in any capacity you probably heard of all the terms listed below, but do you really understand what they mean and how they can be helpful in analyzing success of your email campaigns? We break it all down and provide you with some links for additional reading.
MBP – MailBox Provider, any company that provides end users (i.e., subscribers) with an email account. The largest MBPs in North America are Gmail, Yahoo, Microsoft, AOL, and Comcast. It’s important to not forget corporate email providers with their custom setup and unique spam filters, which can make a big difference for some industries – for example schools and universities tend to have very aggressive spam filters so fewer emails reach recipients.
Blocked – if email is blocked, the MBP filter has determined the message or sender is suspicious and has stopped the mail (and any other volume from the sender) from going through to the recipient.
Blacklist – blacklists are lists of IP addresses that have been reported and listed as “known” sources of spam. There are public and private blacklists. Public blacklists are published and made available to the public – many times as a free service, sometimes for a fee. There are hundreds of well-known public blacklists. If your email marketing platform account is on a shared IP with other customers and the IP gets on a blacklist, your emails can get blocked. This doesn’t mean you must have a dedicated IP, although it does help to avoid this particular problem, a good provider will rotate IPs and work on getting their IPs off blacklists. Large providers tend to have “cleaner” IPs because they have resources to maintain a healthy IP list. Many providers offer dedicated IPs at extra charge,
Since BigMailer uses Amazon SES, which has a very large pool of IPs (and servers), the email blocking and blacklisting is not a big issue and so deliverability tends to be higher compared to many other low-cost providers.
Bounces – a bounce means that the message cannot be accepted by the MBP (MailBox Provider) and is the email equivalent of “return to sender.” There are two types of bounces: hard and soft. Hard bounces indicate an email address is invalid or no longer exists; soft bounces indicate a temporary reason, such as a full inbox, for returning the message.
Delivery Rate – a ratio of emails that didn’t bounce and weren’t blocked by email provider (MBP)
Inbox Placement Rate – a ratio of emails that landed in the Inbox (didn’t go to Spam/Junk or Promo (Gmail) folders) to total emails sent.
Many marketers confuse “delivery rate” with “inbox placement rate” and use the two terms interchangeably, but they are quite different. Inbox placement is something marketers can optimize for using spam testing tools like GlockApps or Litmus that analyze inbox placement across many MBPs and consider things like email content, subject line, and even implementation (code).
Double opt-in – a practice to ask email subscribers to verify their subscription by clicking on a link in a verification email automatically sent out once a user subscribes. Double opt-in can significantly limit marketing opportunities for a given list while slightly improving list quality. Single opt-in is considered a superior subscription process by many marketers because it maximizes list growth and overall performance by minimizing signup barriers and opportunities for errors. Chad White from Litmus on advantages of single opt-in.
Re-permissioning – a practice to reach out to existing list subscribers to obtain a confirmation of permission to send emails. This has been discussed a lot lately due to GDPR’s requirement to have an explicit consent from subscribers. From what we had seen and heard, few companies had engaged in this practice, especially for US-based subscribers since GDPR scope is limited to customers located in EU, although it is recommended by experts at ReturnPath.
utm parameters – these are URL parameters that are used to help identify the source of traffic (e.g. social networks, email and display advertising campaigns) in Google Analytics with names that start with utm_ (e.g. utm_medium, utm_source, utm_campaign). Some email marketing software providers automatically add some utm_ parameters, like utm_medium=email and some providers allow defining additional parameters in a freeform field, either globally for an account or on a per campaign basis. Read more about email campaign tracking with Google Analytics.
relative engagement – an email subscriber engagement with the email from your sending domain relative to all other sources of email in their inbox. So a good sender reputation may not be enough to guarantee inbox placement.
Did you learn something new from reading this post? Are there any other terms you think we should add to this list? Please let us know by leaving a comment, we appreciate any feedback.
If you’re a startup founder, a growth marketer in an early stage startup, a developer working on side projects, an aspiring professional blogger or simply someone who wants to be a data-driven decision maker, this post is for you.
When product your is past its minimum viable product (MVP) phase and in a growth phase, you can afford premium analytics tools. In the early stages, however, you probably don’t have a lot of data, so using one of the many available free tools to help you collect conversion and engagement metrics can be a smart choice. The data you’re able to collect and analyze in the early stages of product development is not only important in illustrating what channels and tactics work best, but it can also be crucial to your startup’s success or failure.
While there are many analytics tools available, none can claim the large-scale adoption and proven value of Google Analytics (GA). For purposes of this post, I’m going to assume you already have Google Analytics tracking set up on your website and dive straight into some conversion tracking instances that don’t require additional steps from a site owner or developer.
Conversion Tracking Using Google Analytics Goals
Effort: Minimal – you define your goals in the Google Analytics UI with no code updates required.
You can set up goals for your main non-sale conversions like email sign-up, free account/trial sign-up and product activation. These can help you understand your conversions from site visitor to member, trial member or email subscriber. For many products, you can also add goals as steps that indicate product usage, allowing for certain functionality that enables users to evaluate your product and its value.
To get started, go to the Admin tab on the bottom left (look for gear icon), find “Goals” link under Views.
Click “Goals” and then “+ NEW GOAL.” From here, there are two simple ways you can define goals:
1 Use a unique URL path of the page that indicates a task completion such as /email-signup or /regi/welcome.
2 Use a unique name=value string that your site might already be using to indicate some other completed action. For example, you might be redirecting a user to the page they were on prior to creating an account and appending ?regi=true or ?email-signup=yes or a similar parameter to indicate to your application that the user just joined the site or mailing list. This can be used to display a custom welcome message or launch a tutorial-style widget to tell the user more about your site or product.
NOTE: Google Analytics allows you to assign a monetary value to a goal, but unless you’re actually using Goals to track sales or other actions you monetize (like automatically opting in your members to partner email lists or products during the registration process), you shouldn’t assign it. An exception would be if you only sell one product at one price point, like an ebook. You can actually use Goals to track your sales in this case, so you don’t need to read the rest of this post if your setup is that simple.
Email to Web Engagement Tracking Using Goals
Effort: Medium – depends on how and where you currently manage your emails.
If you send emails of any kind to your customers, make sure to tag all of them, marketing and transactional, with utm_ parameters.
If you’re new to utm_ parameter tracking, check out this guide. At a bare minimum, always pass utm_medium=email on all links in your emails to attribute your traffic, engagement and sales to the Google Analytics “Email” channel. Many email providers have click tracking disabled by default (SendGrid, MailGun), so make sure to enable it first and define values, preferably at campaign level.
If your email links don’t pass utm_medium=email, your stats will be attributed to catch-all “Direct,” “Referral” or “Other” channels depending on the email provider you use and the email clients your subscribers use. Once you add utm_medium=email, your stats will shift from one or more of the other predefined channels in the Email channel.
Utm_medium should always be set to “email” for your email links. If you set utm_medium to something you came up with yourself and it isn’t a convention, like email-[provider], then all your data will be attributed to the Other channel.
Conversion Tracking for Pay-Per-Click (PPC) Campaigns
Effort: Medium – requires your developer to drop the code in the right place but without customizing it.
If you run any PPC campaigns, simply drop the conversion tracking code (aka “pixel”) from your network to your subscription confirmation page. PPC platforms such as Google AdWords, Facebook, Pinterest, and many others all offer the option of adding a tracking code to your site. This allows you to track the return on investment (ROI) for your campaigns and ads inside those platforms.
E-commerce Conversion Tracking
Effort: Medium to Large – requires a developer be familiar with the checkout setup to drop the code and add values from the application into the code.
The best thing you can do for your conversion-to-paid tracking is to add e-commerce tracking from Google Analytics and pass the value of the sale or initial (first month/year) subscription from the sale/subscription confirmation page to Google Analytics. This will assign sales/revenue to the appropriate channel automatically, and you’ll even know what landing page the user originated from (i.e., an individual blog post) if you drill down to report by landing page (“Behavior” tab on the left > “Site Content” > Landing Pages).
Google Analytics Report Example: E-commerce Data by Acquisition Channel
IMPORTANT: If you sell in more than one country and display prices in multiple currencies on checkout or receipt/confirmation pages, make sure to convert the value to your desired currency before adding the information to the e-commerce tracking code. Your e-commerce data in Google Analytics will otherwise be an irrecoverable mess until you fix it.
Special Case – You Offer a Free Trial
Effort: Large – requires development work, including database work.
Typically, when someone signs up for a free trial that requires a credit card, they’re moved to a paid plan after the trial period ends. If your product supports this model, then the goal and e-commerce tracking described above will only track your free trials and not the actual revenue you collect unless you’ve included a custom step in which a user manually upgrades and chooses a plan or adds a payment method.
One way to track your sources of revenue beyond a free trial is to record referral data (http_referer and utm_ parameter values) to your database during the conversion to trial step. This will provide a referral source for each trial record. To implement this process, record a referral source (check HTTP referer and/or utm_ parameters on query string) into a cookie, and then record the source from the cookie into your database with the account record during the trial sign-up step. You can later cross-reference that record with subsequent renewals and determine your churn, life time value (LTV) ratio and ROI for the individual acquisition channels or specific PPC campaigns (if you use unique utm_campaign parameter for each PPC campaign).
For more info on implementing custom conversion tracking, check out Building Your Own User Analytics System in SQL from Periscope, which was written for developers and outlines an implementation in great detail (data tables, columns, etc.).
Did you find this article helpful? Was there anything you wish we covered in more detail or provided examples for? Please share your feedback in the comments.
Happy conversion tracking and growth hacking!