Feedback on Email Marketing Data Analysis

Common Solutions

• Different types of performance metrics captured in the submissions.
  • Open rate
    • Open successful sent rate (OSSR)
  • Unsubscribe rate
  • Bounce rate
    • Hard bounce rate
    • Soft bounce rate
  • Complaint rate (also referred as Spam rate)
  • Delivery rate
  • Failed rate
• Different factors that could influence the email performance metrics.
  • Subject Line Information (Content Quality)
  • Subject Line Length
  • Launch Date
  • # of Links
  • # of Images
  • # of Paragraphs
  • Email Length
  • Month sent
  • Campaign Period

Few Considerations

• You should not have included these as data is not provided to calculate these metrics:

  • Click-through rate (CTR)
  • Click-to-open rate (CTOR)
  • This shows your lack of data understanding.

• Definitions of the email performance metrics should be clear.

• Categorical variables should be captured properly.

• ROI calculation needs deeper thinking.

Be Careful

• Most of the performance metrics are ratio of two items.
  • For example, Open Rate = (Total Opens / Total Sent) * 100
  • You could consider either Sent-successful as Total Sent or sum of Sent-successful and Sent-Failed.
  • Either one is fine as long as you have used the same denominator for all the performance metrics.
• When you define some metric as percentage of something, always clarify what goes into denominator.
  • For example, Open rate is percentage of people who opened the email. You should clarify what goes into the denominator.
• Numerical variables can be of four types: continuous, count, ordinal, and categorical. Qualitative variables are non-numeric. Note that you can not summarize qualitative variable unless you convert them into numerical format.
  • For example, # of Links is a count variable.
  • Month sent is a categorical variable.
  • Email Length is a continuous variable.