Email is the easiest marketing communication channel to track and measure - so much so that all the metrics and information available can actually complicate the matter. Interpretation of the information may be different, calculations may vary and some can't even figure out where to start because the sheer volume of information available is more than they can comprehend.

One measurement that experts refer to is an Engagement Quotient. This is typically defined through a mathematical formula that results in attributing a score or rating to each individual recipient in your database allowing you to identify those that are most interested and engaged with your email program, those that are the least engaged and everyone in between. Depending on the number of recipients in your database, your access to database administrators and the amount of free time you have this could prove a daunting task.

You want to start measuring engagement but aren't able to execute on the individual level? Start by calculating a Segment Engagement Quotient (SEQ). This will give you a benchmark for success measurement when determining how programmatic changes or tests are impacting your recipients engagement. Here's the formula:

Segment Total - Unengaged Segment Total    X 10
Segment Total

• Segment Total:
  Total number of valid email addresses identified in the segment. This number excludes bounced addresses and unsubscribes.
  
  
• Unengaged Segment Total:
  Subscribers in the segment identified as unengaged. For monthly mailers we would recommend definition as anyone in the segment that has not opened or clicked a message in 6 months.
  

If the Segment total is 10,000 and the unengaged total is 2,000 the calculation would like this:

10,000-2,000   =     8,000   =   0.8   X   10   =   8
10,000                    10,000

So your Segment Engagement Quotient would be an 8/10.

Email marketers tend to get close and personal with all aspects of their email programs. So much so that it can be detrimental to the application of sensible and obvious best practices. It's like proof-reading your own work - what may be an obvious improvement to an outsider may have just escaped you during the creative process. Regardless of your email prowess, here are five creative tips to consider:

• Limit your use of font variations to no more than 5:
  Too many variations in font face, size, weight and color can distract from the message itself.

• Remember that white is the new black:
  Use white or light backgrounds for your email templates. Dark backgrounds with reversed out copy can be difficult to read on-screen.

• Images don't have to be static:
  Images are just another way to create relevance for your recipient, make them dynamic.

• The "Golden Rectangle" deserves special attention:
  Optimize the top 250 pixels of your email to include logo, site navigation, call-to-action, table of contents (when applicable) and a solid pre-header.

• Write at 60 MPH:
  Email recipients don't READ they scan. Write your message like you would write for a billboard. Keep it simple and succinct.

If you would like more detail around these points, check out our recent webinar with RealMagnet, Email Creative Secrets of the Pros - it is sure to entertain, I mean...inform.

Tip #2009.015 - Bring the conversation full circle when soliciting reader input.
The Email Advisor

As marketers, we do a pretty good job of asking questions at all levels. We ask questions of our producers, our management team, our recipient base and of ourselves to find out what we need to do to accomplish all of the goals and objectives placed upon us. But how good are we at summarizing the responses and putting it back out there for all to share? Some folks do a terrific job, for the rest of us, we need to get better at it.

Email once was a channel that allowed us to talk "at" our email recipients - why not, we were in control of the communication channel and could communicate the information we (or our management team) wanted. That isn't the case any longer. The consumer/recipient now dictates the relationship and as such, has explicit expectations on the information we share with them.

Which is why, this week, we will be answering the most frequently asked questions posed to us from our recent survey. If you are seeking the answers to additional questions, shoot them our way and we will be sure to include our answers in the coming weeks.

Question. Being part of a small business, my boss likes me to do everything myself and for practically no cost. My expertise and time is limited. What do you recommend for a DIYer like me to best focus on and/or can you recommend a low cost service company to help me out?
Answer. It can be difficult to get an email program up and running for a small business - and maintaining your efforts and analyzing the results can be even more difficult given everything else you have to do. Here is a nine week series we wrote with Premiere Global Services that will provide some tips and tricks for the Small Business Email DIYer ranging from choosing an ESP to testing and acquisition strategies.

Question. In order of importance, what are the top 10 items that affect your mailing reputation?
Answer. According to a trusted friend and colleague (not to mention a darn smart Deliverability guy) Spencer Kollas, Director of Deliverability Services with StrongMail, says these are the critical points to ponder (in this order): complaints, complaints, user unknowns, complaints, bounce processing, feedback loop set up, authentication, partner reputation, list hygiene and proper throttling - oh, and did we mention complaints? For solid deliverability advice, you should check out his blog.

Question. Are you seeing a lot in the way of HTML transactional emails - are people moving away from basic text only emails for purposes of shopping receipts, account reminders, etc?
Answer. Yes, yes and yes. More than ever before, transactional type messaging is focusing on the branding and the recipient experience made possible by messages crafted in HTML. Also, many retailers are incorporating "enhanced" dynamic messaging components like "did you forget..." a complimentary product or "others that ordered this came back later for..." to reach the recipient while they are in a "buying state of mind." If you have not started migrating your transactional based messages to HTML you should. It is a reflection of your brand and designing these types of messages in HTML will enhance your consumers' experience with your online store front as well as the purchasing process.

Question. What are the best strategies for list acquisition?
Answer. I find this to be a commonly asked question, yet a controversial topic amongst the email experts. I will warn though, most marketers don't like my answer. The best strategy for growing your database is organically. It takes a while longer to get to the numbers you may like, but the quality of your database is substantially better than if you purchased, rented or otherwise borrowed email addresses elsewhere. Remember, it really is quality not quantity.

Question. What are the best metrics to measure the success of your email program?
Answer. I was hoping to get through the QA without tossing out this phrase...but here it goes, it depends. Success metrics are going to vary with the objective or goal of the communication. For example, our Tip of the Week doesn't really drive recipients to click - we try to provide all the content within the message - so click activity isn't a great measure for us. We've also designed the message to be completely sensible without images - so open activity isn't a great measure for us either. We follow and measure consistent behavior and engagement with the message as our success measure. How you define your success may be very, very different.

Tip # 2009.012 - Find out what your recipients think about your email.
The Email Advisor

Email really is a relationship channel - and as such, should be conversational. To achieve true engagement from your audience you need to encourage some two-way communication streams outside of the ability to hit "reply" to your message - in the off chance that someone is on the other end of that email address.

• Keep it short: People are busy and they are doing you a favor by responding to the survey - so be considerate of their time. Keeping the survey short and sweet will be appreciated by the respondents and minimize abandoners for you.


• Be ready to deliver: The questions you ask will likely set some expectations for the respondents. Asking questions about points such as frequency or messaging language may cause recipients to believe they are setting a preference and not just providing a response.


• Share the responses: Bring the process full circle. Give recipients some insight in to what you learned from them and how you plan to leverage the insights gained. Getting customer input is just the beginning of the process - sharing responses and acting on it (openly with the respondent base) proves to the recipient time was not wasted.

So in true Email Advisor fashion - we are asking for your input about Tip of the Week. We don't send this out just because we can - we want to actually provide you with information you can use, and if we are missing the mark we need to know. So if you could take a quick, two-minute survey it would mean the world to us! We'll share our findings with you in next weeks Tip.

Proceed to Survey>>

Tip # 2009.011 - If you want to be found, send up a flare.
The Email Advisor

Let's face it, you're everywhere these days, or virtually everywhere. As companies scrutinize their marketing and event budgets more closely, you need to be able to rally a crowd for the events you are at - physically or virtually. So why not let your customers, prospects and subscribers know where they can find you and interact with you whether it's a trade show, industry event or even a webinar.

• Get some face time: Depending on the circumstance, your audience may be planning to attend an event you will be sponsoring or exhibiting at but may not know you are going to be there as well. Let them know where they can find you and what you will be doing while you are there. Closing deals over drinks is one of my favorite past-times.

• Make it valuable: When you are asking folks to take time out of their normal day, you better make sure it is worth their while. If what your offering your audience is something they can get from you any day of the week - then why would they bother?

• Demonstrate your expertise: Let folks know when you will be speaking or have been cited in an article as a subject matter expert. This validates existing customers' decision to do business with you and may motivate possible prospects to convert. This is no time to be humble. Brag a little!

Case in point, our founder, Kara Trivunovic will be presenting Email Design Best Practices with the webinar's host Real Magnet on Wednesday, March 25 at 2PM EST. She will be demystifying email design for the B2B marketer. And if you know Kara at all, you know it will be an action packed 45-minutes!

We really think you should register now!

Tip # 2009.009 - Know How Engaged Your Audeince Is.
The Email Advisor

Identifying email recipient engagement and acting upon it is always a hot topic of conversation. There are two schools of thought in the industry today: one believes that you keep an email address in your database until they unsubscribe, bounce or complain. The other believes that you should segment out, and ultimately suppress, those that have not engaged with an email communication during a defined period of time. The time definition typically varies based on the frequency of communication and the determination of suppression is either interpreted as “completely remove” from the database or “suppress” from all future messages. Regardless of who you side with on this debate, it is irrelevant unless this is something you actually track.

• Testing alternate content for inactives: Tired messages can lead to customer indifference. Try mixing it up a bit and occasionally test an alternate message by using different content or images to those that have not interacted with previous message.
• Re-confirm subscriptions: If your subscriber isn’t opening your message or opening infrequently, ask them if they want to continue receiving your communications. In an "image-off" email world, it is difficult to accurately assess who is actually opening so you may want also factor in click-activity.
• Invite them to update their profile: If users can update their personal profile on your website, invite them to keept their inforamtion up-to-date. As message content becomes more data-driven, zeroing in on that which makes your subscribers unique and add to the relevancy of your message.

You can lead a horse to water, but at the end of the day you can’t make them open their email. Focus on the quality of your database. If you consistently have an inactive subset of your database that isn’t opening up your communications, you need to ask yourself the question “what is the value of keeping them on the distribution list. The answer is different for each email marketer out there. You just need to find the right one for your organization.