Deliverability Defined

Ask Our Experts: What Metrics Should Senders Focus On?

Aug 3, 2021

28:26

While Season 02 of Deliverability Defined has come to an end, email never stops! Before we kick off Season 03, we’re doing a series called Ask Our Experts, where we pose important deliverability questions to our amazing team at ConvertKit.

Today’s question: Other than open rates, what metrics should senders focus on? With Apple’s new privacy laws furthering the fall of open rates, it’s time for senders to get creative and pivot to a measurement system that’s right for their business.

In this episode, Alyssa and Melissa discuss the math behind conversion rates, the power of healthy organization, and getting subscribers excited to hit ‘reply’ on your latest email.

“I love what Akos had to say about setting your own benchmarks based on your numbers and your own goals. What do you need to reach in order to be profitable and how are you going to get there?” ~ @alyssa_dulin

Main Takeaways

[03:51] Determine the action you want from your senders and use that action to determine your measurement of success. For example, if you want subscribers to download a podcast, your target metric should be the number of podcasts downloaded from a link in your email.
[07:21] Encourage clicks and replies. Ask your subscribers a question they would be excited to reply to. You can also learn a lot about your subscriber base from their replies.
[11:16] Pay attention to conversion rates. The formula for determining your conversion rate percentage is (# of conversions / delivered emails) x 100.
[16:48] Don’t forget about your cold subscribers! Look for patterns among your cold subs to determine how to improve your email strategy and reduce unengaged recipients.
[22:042] Focus on your account organization. A lack of organization within your email deliverability system will lead to email mistakes.

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