Setting up and sending an appropriate campaign is one thing, but when was your campaign a success?
There are several factors you should take into account in the evaluation of your campaign:
- Your message might bounce, be classified as spam by the users' spam software or reach a mailbox that is no longer in use.
- Some recipients might choose to ignore your message and never open it.
- Not everyone who opens your message will follow through on the call-of-action contained in the message.
Of course, these rates are dependant on the industry your company is in, the content of your message, the timing of your message etc.
Below are a few guidelines which will help your campaign in becoming successful.
- Opened: Be happy with an average open rate between 20 - 30 %.
- Bounced: Depending on the quality of the addresses in your audience, it's possible that your message was rejected by the recipient's mail server. Either because the address does no longer exist, the mailbox is full or some other type of failure reported by the recipient's server. If this percentage is more than 0,5%, it's time to check the accuracy of your database.
- Blocked: Once your messages have bounced too many times or the recipient's server returns a permanent error, our system will automatically stop sending your content to these recipients. You can check the information of these e-mail addresses by scrolling down in the recipients list and checking for the icon in the middle (see picture below).
If you notice that a lot of e-mails of the same company (client, partner, ...) are blocked, it can be useful to make contact and ask them to investigate their security settings on their mail server.
- Complaint: your recipient has marked your message as spam, so it should be appropriate to make personal contact or remove this contact from your future messages.
- Out-of-office: no call to action here, your recipient is just enjoying a well-deserved holiday but will find your message in his/her inbox after returning to the daily routines.