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 need to improve your delivery and positive engagement while keeping your negative engagement low. To achieve this:

Analyze Your History

To optimize your email performance, it is suggested to go back and analyze the last 6 months' email performance data and observe the trending patterns.

info

Information

If you find any issues while analyzing, make sure to debug, repair, and ramp up first.

 

Find Areas of Improvement

After analyzing and debugging any identified issues, investigate areas where email performance can be improved. Below are some possible areas for improvement and suggested improvements in those areas:

Areas Improvements
High hard bounces Look into securing user email collection points.
High soft bounces Look into suppressing repeated soft bounces, unless they are due to IP/domain blocks or content filtering.
High deferrals Look at RPM and sending patterns, to check if the warm-up was successful.
High unsubscribes
  • Look into your segmentation strategy, increase frequency capping, and see if the content is relevant to the segments.
  • Explore event-based triggered or life-cycle campaign use cases.
  • Use content personalization and reduce one-time campaigns.
High spam complaints
  • Verify the functionality of the unsubscribe link, both in the email body and list-unsubscribe. Additionally, ensure that any unsubscribe requests are being properly acknowledged and processed.
  • Look into your segmentation strategy, increase frequency capping, and see if the content is relevant to the segments.
  • Explore event-based triggered or life-cycle campaign use cases.
  • Use content personalization and reduce one-time campaigns.
Declining open trends
Declining click trends

 

Plan Ahead

Deliverability issues or performance issues cannot be resolved quickly, so it is important to plan ahead. This will help you map out your strategies for targeting each optimization option. The strategies include:

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

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