Analyzing Engagement with InboxAlly
Understanding how your subscribers engage with your emails is crucial for refining and improving your email campaign. Together InboxAlly and your ESP provide access to both sides of a puzzle that allows you to monitor, analyze and drive improved engagement. This article will guide you in making the most of these powerful tools and reports.
Introduction to ESP Engagement Metrics
Engagement metrics offer data on how subscribers interact with your emails. These include:
- Open Rate - The percentage of recipients who opened your email
- Click-Through Rate (CTR) - The percentage of recipients who clicked a link in your email
- Bounce Rate - The percentage of emails that could not be delivered
- Unsubscribe Rate - The percentage of recipients who unsubscribed from your emails
- Abuse Rate - This metric refers to the percentage of recipients who reported your email as spam. A high abuse rate may indicate that your content is either not reaching the desired audience or is perceived as bothersome or irrelevant by your subscribers. It's crucial to monitor and maintain a low abuse rate, as a high rate can affect your campaign's deliverability and possibly lead to your email being blocked by email providers.
Accessing your Deliverability Metrics
InboxAlly broadcasts refer to "email blasts" with similar content. InboxAlly groups emails into broadcasts based on Sender Profile, Subject, from-address, and date. The inboxing rate is the primary metric for each broadcast group.
How access your detected broadcasts
Navigate to the Broadcasts tab on your InboxAlly dashboard. This tab provides a list of all detected broadcasts. Within the broadcast summary, you'll see metrics like detected mails and inboxing rate.
Interpreting your ESP Engagement Metrics
- Open Rate: Low open rates could imply that your subject lines aren't appealing or your emails are not landing in the inbox. Check your InboxAlly inboxing rate and experiment with diverse subject lines to improve open rates. If inboxing rates are not at desired levels, consider increasing your InboxAlly seed ratio with more seeds or lower daily volume.
- Click-Through Rate (CTR): If your CTR is low, your content may not be persuasive or the links don't engage your subscribers. Vary content, layouts, and links to enhance CTR.
- Bounce Rate: High bounce rates suggest many invalid emails on your list. Use InboxAlly's list cleaning service to verify the email addresses on your list in order to lower bounce rates.
- Unsubscribe Rate: A high unsubscribe rate indicates your content isn't meeting subscribers' expectations or your sending frequency is too high. Adjust your content and email frequency to reduce unsubscribes.
- Abuse Rate: Your complaint rate should be monitored through postmaster tools and ESP reporting. A high abuse rate will prevent your content from reaching the desired audience.
Optimizing Your Email Campaigns
Analyze deliverability metrics and engagement to make meaningful changes to your campaigns. Test different formats, content, frequencies, etc. to find what engages your audience the most. You can also adjust your InboxAlly seed ratio over the course of your campaign to ensure you always meet your deliverability goals and stay in the inbox.
The main goal is to deliver value to your subscribers and engage them effectively. The metrics offered by InboxAlly can help you monitor how well you are improving in your deliverability goals. Continue to analyze, learn, and optimize. Your efforts will result in a growing, engaged email list.