Analyse de mailing

Analyzing a mailing (also known as an email campaign) involves examining various metrics to understand its performance, effectiveness, and potential areas for improvement. Here's a comprehensive analysis of a mailing:

1. Open Rate:

• Definition: The percentage of recipients who opened the email.
• Benchmark: 20-30% (varies depending on industry and audience).
• Analysis: A high open rate indicates that the subject line and sender name are effective in grabbing attention.

2. Click-Through Rate (CTR):

• Definition: The percentage of recipients who clicked on a link in the email.
• Benchmark: 2-5% (varies depending on industry and audience).
• Analysis: A high CTR indicates that the email content is relevant and engaging, and that the call-to-action (CTA) is effective.

3. Conversion Rate:

• Definition: The percentage of recipients who completed a desired action (e.g., made a purchase, signed up for a webinar).
• Benchmark: Varies depending on industry and audience.
• Analysis: A high conversion rate indicates that the email campaign is effective in driving desired actions.

4. Bounce Rate:

• Definition: The percentage of emails that were undeliverable (e.g., due to invalid addresses).
• Benchmark: 2-5% (varies depending on list quality).
• Analysis: A high bounce rate indicates that the email list may need to be cleaned or updated.

5. Unsubscribe Rate:

• Definition: The percentage of recipients who opted out of future emails.
• Benchmark: 0.5-1.5% (varies depending on industry and audience).
• Analysis: A high unsubscribe rate may indicate that the email content is not relevant or is too frequent.

6. Spam Complaint Rate:

• Definition: The percentage of recipients who marked the email as spam.
• Benchmark: 0.1-0.5% (varies depending on industry and audience).
• Analysis: A high spam complaint rate may indicate that the email content is not relevant or is too promotional.

7. Delivery Rate:

• Definition: The percentage of emails that were successfully delivered to the recipient's inbox.
• Benchmark: 90-95% (varies depending on email service provider and list quality).
• Analysis: A low delivery rate may indicate that the email list is not up-to-date or that the email content is not compliant with spam filters.

8. Time-to-Open:

• Definition: The time it takes for recipients to open the email after it's sent.
• Benchmark: Varies depending on industry and audience.
• Analysis: A high time-to-open may indicate that the email content is not relevant or that the subject line is not effective.

9. Time-to-Click:

• Definition: The time it takes for recipients to click on a link in the email after it's sent.
• Benchmark: Varies depending on industry and audience.
• Analysis: A high time-to-click may indicate that the email content is not relevant or that the CTA is not effective.

10. Device and Browser Analysis:

• Definition: The devices and browsers used by recipients to open and interact with the email.
• Benchmark: Varies depending on industry and audience.
• Analysis: This analysis can help identify trends and optimize email content for different devices and browsers.

By analyzing these metrics, you can gain insights into the performance of your mailing and identify areas for improvement to increase engagement, conversions, and overall effectiveness.