You’ve created a compelling subject line, designed a clean email, determined the segment you want to send to, and you’re ready to implement your campaign. Well, there are a few key metrics you want to look at before you press send.
If you’re on MailChimp and have previously sent a number of campaigns, there’s an option before you press send that will optimize the send time for maximum engagement. MailChimp will scan through your previous campaign results, and schedule a time when your subscribers are most likely to engage with your email. We always like to cross reference this information with Google Analytics and see which hour of the day and day of the week your campaigns have generated the most sessions, time on site, and e-commerce conversion rate.
If you’re on Klaviyo you can send based on each recipient’s time zone, so instead of getting people at 9 a.m. PST and 12 p.m. EST, for example, everyone can receive your email at 9 a.m.
Another helpful approach when trying to determine the best send time is split testing the time of day and seeing which time gets the most engagement. Both MailChimp and Klaviyo have the ability to split test the time of day, so test, test, test, and test some more!
Once you’ve sent your campaign, it’s important to understand what your subscribers do once they open the email. Litmus offers the option for in-email analytics which is an incredibly helpful way to see what your openers are doing. It will break down who spent longer than two seconds reading the email, who skimmed over the email, and who glanced at and deleted the email. You can also see what percentage opened on desktop vs. mobile, and what email clients your subscribers use.
Hopefully, you’ve created relevant content for your subscriber, and they click through your email. Both Klaviyo and MailChimp will show you how many people opened the email, and how many people clicked, but they won’t show you the click through to open rate (CTTO), a.k.a. of those users who opened, how many clicked. The click rate that you see in the ESP is the percentage of people who clicked out of your whole list, not necessarily the people that opened. It’s important to look at both how your list is performing as a whole with who is clicking your email, and also what percentage of your openers have clicked.
The point is to get the subscriber onto the site to hopefully make a purchase. Once a subscriber lands on your site, their actions are generally lost. Klaviyo allows you to enable “web tracking” which will tell you if your subscriber spent more than two minutes browsing your site if they viewed a certain product, and even if they added and then abandoned that product from their shopping cart.
All of these metrics are important components of creating your next campaign. The better you can understand who your customer is and their behavior, the better your outreach will be.