Our Key Email Metrics Have Changed!

Email marketing is more than just creating a newsletter and sending it. The marketing

value comes into play when analysing the key metrics on a newsletter send, which can easily be done with your drill-down GraphicMail reports.

Take a peek at the 7 key metrics that email marketers rely on:

·                     List size

·                     Delivery rate or deliverability in industry speak.

·                     Open rate

·                     Click-through rate

·                     Conversion rate

·                     Unsubscribes and spam complaints

·                     Historical comparisons

As the industry develops, there are standards for calculating these metrics that are adopted across the industry. The industry standards have evolved and along with them the formulas used for determining some of our key metrics. 

Here are the changes we’ve come to incorporate into our formulas.

What percentage of your mails were forwarded to friends:
  

Old Formula:  Mails Forwarded / Mails Sent     

New Formula:  Mails Forwarded  / Mails Opened

How many people unsubscribed from your newsletters:

Old Formula: Unsubscribed / Sent

New Formula: Unsubscribed / Mails Opened

How many complaints did you receive:

Old Formula:  Complaints / Sent 

New Formula:  Complaints / Openened

How many mails weren't even opened:

Old Formula:   Not Opened / Mails Sent

New Formula:  Mails Not Opened / Mails Delivered

Was your newsletter shared via social media?

Old Formula:  SocialShare / Sent and 

New Formula:  SocialShare / Opened

While the digital marketing environment will undoubtedly keep modernizing, we here at GraphicMail will do the same and in doing so keep you up to speed on the latest developments.

If you’ve found this update useful, don’t hesitate to give us a shout and tell us what you think!

Catch Us At HostingCon 2013, Austin Texas!

We’re on our way to Austin for the annual web hosting and cloud service conference, also known as HostingCon, kicking off tomorrow June 18. As one of the world’s best-established email service providers, ourselves partnering with cloud integration application OneSaaS; we were first in line to get our spot.

GraphicMail will be brushing shoulders with other industry leaders like Dell, HP and Symantec. While exchanging ideas and just having a great time in general, our CEO Nicholas Eckert and US Business Development Manager Stacy Hayes will be on hand to answer any questions conference-goers might have and give more insight into our business – in doing so further expand our network of partners globally.

Every year HostinCon sees some of the greatest minds the Cloud Service and Hosting industry come together and this year is no different, with ace speakers like Erik Martin of Reddit taking the stage.

Said Nick Eckert: "In the tough small business marketplace, hosting providers are increasingly diversifying their offerings.  Our experience in providing first rate email and mobile marketing services make HostingCon the perfect platform."

Wise Words From Our Dads!

Take a look at some of the most memorable quotes our GraphicMail team's fathers have passed down.

Happy Father's Day Everyone!

It's Today! Our New User Dashboard Is Here!

Yup, our brand spanking new user dashboard has just gone live and it's packed full of cool gadgets to make your email marketing experience even better.

While still maintaining its great functionality, the new dashboard has a revamped, more streamlined and modern look as well as a few new features. 

We get how social media is dominating...well, pretty much everything these days; the new look dashboard is completely integrated with your social and mobile activity - giving you instant access to the hyper-users we all have to deal with on a daily basis. Now you can update your social media and send text messaging campaigns straight from the dashboard.

Besides the awesome social integrations, we've reworked your news widget, giving you an even broader overview of all your mobile and email activities - efficiency is key and having a live stream of your activity and interactions helps you stay abreast of what's happening. While the new look dashboard is packed with new functions, the look of it has also been modernized - out with the old, in with the new!

Take a look at the new dashboard and give us a shout if you like it or if you've got something to say!

Email Open Rate: Out With The Old, In With The New

Email marketing is more than just creating a newsletter and sending it. The marketing

value comes into play when analyzing the key metrics on a newsletter send, which can easily be done with your drill-down GraphicMail reports.

Take a peek at the 7 key metrics that email marketers rely on:

• List size
• Delivery rate or deliverability in industry speak.
• Open rate
• Click-through rate
• Conversion rate
• Unsubscribes and spam complaints
• Historical comparisons

As the industry develops, there are standards for calculating these metrics that are adopted across the industry.  GraphicMail has always calculated the open rate by dividing the emails opened by the total number of emails sent.  The industry standard has evolved to excluding hard bounces (undeliverable emails) from the amount sent when calculating the open rates.  

THE OLD FORMULA:  Emails opened / Emails sent = Open rate

THE NEW FORMULA:  Emails opened / (Emails sent - bounced emails) = Open rate

You will see an improvement in your open rates as a result of this change.  And no, we’re not cheating to bump up the open rate.  We’re leveling the playing field by bringing ourselves in line with industry practice.

Did you know?

To calculate the open rate we use a measurement called “known” opens.  A known open is when:  

1 - The subscriber enables the images in your email to display either in the preview pane or in a full view of the email

2 - The recipient clicks a link in the email.

So for bragging rights, a high open rate makes you look good. But to get the best out of your campaigns, you want action or engagement not just an open.  That’s where the click-through rate comes in.  If you achieve a high click through rate, you are more likely to create engagement through product sales, event updates and coupon redemption.

Find out more about how key email metrics are calculated and what you can do to improve on them via our help centre.