Improve the Email Performance

This article aims to help you understand how to optimize email performance instead of solely focusing on fixing issues that impact email performance. For guidance on addressing specific email performance issues, refer here.

Overview

Email performance refers to your delivery and engagement metrics.

Delivery metrics include sent versus delivered, bounces, and deferrals.

Engagement metrics can range from positive to negative.

  • Positive metrics include delivered, opened, clicked, and converted.
  • Negative metrics include spam complaints and unsubscribes.

To improve email performance, you must enhance your delivery and positive engagement while keeping your negative engagement low. To achieve this:

Analyze Your History

To enhance your email performance, it is essential to identify the specific areas that require improvement. To know this, retrospectively assess the email performance data from the past six months and observe any recurring patterns.

Examine the trends in delivery and engagement metrics, reputation data, spam complaints rate, active user base growth, and Inbox Placement reports. Take note of the prevailing patterns. A gradual decline over several months can sometimes be missed if only the most recent numbers are considered without considering the overall trends.

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Information

If you find any issues while analyzing: debug, repair, and ramp up first.

 

Find Areas of Improvement

Following the analysis of identified issues, select potential areas where email performance can be enhanced. Consider the following as possible areas for improvement, along with suggested enhancements in each respective area:

Issues Resolution
High hard bounces
High soft bounces
  • Suppress repeated soft bounces, unless they are due to IP/domain blocks or content filtering.
  • Use low RPM or use BTS for higher volumes.
High deferrals
  • Adjust RPM
  • Optimize the sending patterns
  • Make sure the warm-up is successful
  • Use BTS for infrequent high-volume campaigns.
High unsubscribes
High spam complaints
Declining open trends
Declining click trends
Infrequent campaigns
  • Create weekly personalized periodic campaigns.
  • Refer here for more.

 

Plan Ahead

Given that deliverability or performance issues cannot be promptly resolved, it is crucial to plan ahead. Outline your strategies for targeting each optimization option effectively.

  • Review to monitor all metrics closely
  • Revise to adjust plans as you learn
  • Repeat this in each quarter

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