Inbox

Confirmed openersRecipients opening a message at least once

Sent

Soft BounceMessage temporarily rejected, e.g. full destination mailbox

Hard BounceMessage permanently rejected, e.g. non-existent mailbox

Measuring email successEverybody wants to know how well their email marketing campaigns are working. Follow our quick guide to the email process and the metrics of success that are most commonly tracked.

Bounced Messages rejected by the destination server

Skipped (not sent)Message not sent. Address may be blacklisted or opted out

UnsubscribesRecipients who click to unsubscribe after receiving the message

92%of organisations track CTR*

93%32%

of organisations say ROI is important or very important,

BUT ONLY actually measure revenue per email*

43%of organisations measure conversion rate*

Just

Conversion valueThe total value of all conversions(requires conversion tracking)

Email worksPost-click metrics show that email creates a conversion rate four times greater than social media (source: Ecommerce Quarterly (EQ), Monetate, Q1, 2013)

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3.19%

1.95%

0.71%

Conversion RateEmail Search Social

How does email marketing measure up?1 2 3 4 5 6 7 8 9 10 11

1 2 3 4 5 6 7 8 9 10 11

Sendout

Start here

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Email 3

Email 3

Email 3

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Send Email

Yes

Email 1

AcceptedMessage accepted by the destination server

Send Email down

Conversation rateThe number of recipients acting on a message e.g. browsing a website or requesting a meeting

A/B split testing boosts successAutomated A/B split tests compare the success rates of different email elements before sending the best to the full recipient list.

Managers want different metrics

Teradata eC-messenger meets all these needs

*Source: MarketingSherpa Email Marketing Benchmark Survey 2013

of marketers think basic metrics like open rates and CTR are very important

think post-click metrics like sales conversion are very important78%

51%

31%YET ONLY think A/B split testing is very important even though it can substantially improve all metrics

User male User male

User female

CEOs and CMOs want only the big picture

Marketing Managers want to know how effective a campaign is

Teradata Corporation (NYSE: TDC) is a global leader in analytic data platforms, applications and services that empower organisations to make the best decision possible for competitive advantage. Teradata’s market-leading Integrated Marketing Management (IMM) solutions advancethe productivity and performance of marketing organisations through a data-driven approach that simplifies the complexity of today’s rapidlychanging marketing environment. To learn more about Teradata Applications, visit teradata.com.

Campaign Managers want to see the delivery success rate to rate database quality

Users

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Click through rate (CTR)Number of recipients clicking a link divided by the number of accepted messages

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Click-to-open rate (CTO)Number of recipients clicking a link divided by the number of recipients opening a message

BASIC METRICS

POST-CLICK METRICS

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Sta�s�cs

THINK AGAIN

Idea

Euro

DollarUK Pound

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