Clicks

Deliveries and Opens and Clicks

I always want to say “Emails, and Opens, and Clicks… Oh My!” when I’m talking about them.

Measurements

One of the things I’ve been spending a lot of time thinking about lately is how we measure deliverability. Standard deliverability measurements include: opens, bounces, complaints, and clicks. There are also other tools like probe accounts, panel data, and public blocklists. Taken together these measurements and metrics give us an overall view of how our mail is doing.

Monitoring Your Mail Stream

One of the most important things for any mail sender to do is monitor their mail stream. There are a number of things that every mailer should pay attention to. Some are things to monitor during delivery, some are things to monitor after delivery. All of these things tell senders important information about how their mail is being received by their recipients and the ISPs.

A must read on engagement

I really can’t add anything to what Chad wrote in Opens, Clicks, And Blocks In The Third Age Of Email Deliverability

Tor cleans up their lists

Recently I got an email from Tor. Apparently they’re watching their opens and clicks and they noticed I hadn’t loaded any images recently.

Subject lines

There has been a lot of discussion in various places recently about subject line length and how it affects email marketing. There have been multiple studies done on how the subject line affects opens and clicks. (Mailchimp, Alchemy Worx, Mailer Mailer, Adestra). The discussion has even spilled over into Ken Magill’s newsletter today.
I’ve had a couple people ask me my opinion on subject line over the years. My general response is that subject line length is not directly measured by spamfilters and so don’t fret about the length. It is true that consistently crafting poor subject lines can indirectly cause delivery problems. Send mail few people open and that will hurt your reputation over time.
I think Ken really said it best, though.