The Digital Edition is a unique personally branded magazine, different from our print magazines, that we send directly to your clients’ inboxes each month. Along with the fabulous content, we provide clients with access to their email analytics so they can see for themselves how well their Digital Edition is performing. In this episode of Above the Noise, VP of Content and Marketing Operations, Jessica Carlin, explains four popular metrics used to access email effectiveness.

Video Transcription

If you don’t know about our Digital Edition, it’s an email that we send monthly with a unique digital publication to your clients’ inboxes. It has beautiful documentary-style features, recipes, and interactive content. Not only can you email the Digital Edition, but you can also text it and share it on social media. The majority of the questions that we get about the Digital Edition is how to read the analytics and whether theirs are good or bad.

Bounces

So the first thing I want to go over is bounces. There’s two types of bounces, a soft bounce and a hard bounce.

A soft bounce is a temporary email delivery issue. That’s something like the email inbox is full, there was a server error, or the email is too large for the inbox. We’ll actually send soft bounces again so you don’t have to worry about those.

A hard bounce is a permanent email issue. It means the email address is no longer valid, or the server domain is no longer active. Don’t worry about those emails, we won’t send to them anymore. The one thing you do need to make sure is that you regularly clean your email list so that you can identify contacts with these issues to ask if you can get an updated email address. Also, make sure to not buy email lists because those emails are usually all kinds of unreliable.

Open rates

Next is open rates. Open rates are figured out by dividing the number of emails opened only one time by the number of emails delivered. Delivered is the number of sent emails minus the number of bounces. The real estate industry average open rates is 33.75% so anything close to that is wonderful.

Click through rates

Then there’s click through rates. Click through rates are figured out by the number of emails clicked over the number of emails delivered. This includes emails that are only clicked once. The industry standard for click through rates is only 1.31% so again, check yours to see how you’re doing..

Unsubscribes

Another stat that you might see is unsubscribes. Every email that we send has an unsubscribe link. If your client no longer wants to receive that email, they’ll unsubscribe from it which means we’ll no longer send the email to them.

The takeaway

So now that you understand email analytics a little bit better the one thing I want to stress is consistency. After you send out your campaign, look at your stats, but definitely don’t give up. Think about your email inbox and how many emails you get every single day. Eventually, your clients will come to expect the great content that you’re sending to them every month.

Download and use our Digital Edition Success Guide. It includes a lot of the information that I covered today, plus other ways that you can customize your Digital Edition.

If you liked these tips subscribe to our YouTube channel and follow us on Instagram and Facebook, but most importantly take action on this today.