Benchmarks for Email Metrics

Deliverability Defined

If you’ve ever found yourself in a tangle of numbers, wondering which email metrics actually matter, this episode is for you.

This week, Alyssa and Melissa unravel the tangled web of open rates, bounce rates, click rates, and complaint rates, guiding email senders toward clarity. They discuss why maintaining low bounce and complaint rates is essential, and explore the impact of metrics on email deliverability. They also explore the value of subscriber engagement and the reality of cold subscribers. Understanding these metrics (which ones deserve your attention and how to interpret them) is vital for your email deliverability.

In this episode, we discuss:

• 04:42 - Understanding open rates and their impact on deliverability
• 09:59 - Exploring bounce rates and new ConvertKit features
• 13:34 - The importance of monitoring complaint rates
• 17:58 - The nuances of click rates
• 21:05 - Cold subscribers and list cleaning strategies
• 24:01 - Every sender’s deliverability puzzle is unique
• 25:35 - Know your metrics and look for abnormalities

Key Takeaways

• Open rates are more than just percentages; they're indicators of your emails landing in the inbox, especially important post-Apple's Mail Privacy Protection.
• Maintaining a bounce rate below 2% is critical, and a sudden spike can signal deeper deliverability troubles that merit further investigation.
• Complaint rates are a vital health check for your domain reputation, and staying below 0.1% is essential, especially with stricter Gmail rules in place.
• The enigma of click rates can be demystified by examining content strategy and understanding the role of bot clicks, not just deliverability factors.
• Regularly engaging with and cleaning your cold subscribers can significantly boost the overall health and deliverability of your email list.

Quotes

“If I were to give any advice to someone who is experiencing a drop in open rates, it would be to not panic and just start slowly digging into different aspects of why your open rates might be changing.” ~ Melissa Lambert

“Get really familiar with your metrics. What's normal for you? What's a normal open rate for you? What's a normal click rate for you? And spot anything that is abnormal.” ~ Alyssa Dulin

Links

• ConvertKit
• ConvertKit Creator Network
• Google Postmaster Tools
• Gmail
• Yahoo
• Subscribe to the weekly Deliverability Dispatch Newsletter!
• Subscribe to the monthly Deliverability Defined newsletter!
• Facebook Marketplace
• Pilates Reformer

Connect with our hosts

• Alyssa Dulin
• Melissa Lambert

Stay in touch

• Apple Podcasts
• Spotify
• Twitter
• Facebook
• Instagram
• Deliverability Defined Website

Try ConvertKit's deliverability in action

It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing.