Blast Report for Sample Dealership Name Sent on 10/30/2012

Transcription

1 Blast Report for Sample Dealership Name Sent on 10/30/2012 This report was prepared: 11/7/2012 Strategic Mapping & Data Services LLC Kahlmeyer Dr. St. Louis, MO 63123

2 Presented below is the campaign report for your recent blast. Campaign ID: 333 Total Messages: 1811 Last Run Date: 10/30/2012 3:00:09 AM Opened Counts Total Total Unique % of Sent Opened %

3 To help interpret your campaign results, we have taken a typical blast report and dissected it. Campaign ID: 333 Total Messages: 1811 Internal id# for your campaign. Total, de-duplicated, legitimate s your campaign used. Last Run Date: 10/30/2012 3:00:09 AM Opened Counts Total Total Unique % of Sent Opened % Date/Time of the send of your Unique number of times (unique readers of the e- mail) Total number of times the has been opened. Percent of unique readers of the e- mail Graphic representation of the total number of times the e- mail was opened vs. the unique users who read the e- mail. The size of the blast is based on the density of the database entries we have for your geography along with any addresses you may have provided. The important number to focus on is the % of Sent or percent of unique readers of the blast.

4 To begin, there is no simple good/bad value of the unique open rate. There are some rules of thumb which we see both in the agriculture industry along with other industries. Regular, Reader Requested/subscribed E-Newsletter % of Send Interpretation 5-15% Good, could be better 16-50% Great. Normal for most industries. Assume that there is no cost to receive this E-newsletter. Normal for most of our E-newsletter blasts % Fantastic. If free subscription it doesn t get much better, if paid subscription readers are getting what they want. One time blast % of Send Interpretation % Good/normal for large retail consumer company s (like toothpaste manufacturers). Low for most of the e- mail blasts we conduct. 3-10% Good. Pretty normal for one time blast 10-11% Great.. A lot of our one time blasts fall on the high end of this percentage range, or the low end of the next percentage range Very good. A large percentage of our e- mail blasts are in the range 41+ Fantastic. Very rare, but can be obtained if the offer spelled out in the subject line is too good to ignore.

5 It should also be remembered that percent open rate is greatly influenced by how targeted the blast is. For example if the campaign is about cricket feed, and the list used is for all species, then the open rate will be lower than if only people who feed crickets had been used. High or low open rates are not an absolute number, and need to be judged in the full context of the campaign. One of the most asked questions is the difference between total opened and unique opened s. If a recipient opens the , glances at it and then closes the , only to open it later for a more careful read, the report would show the was opened twice, but uniquely opened only once. Also since the open information is keyed against the original recipient of the , if the gets forwarded and opened by friends the unique open doesn t change, but the total open number would increase. Another common question is the count of total addresses that the message was sent to. Almost all of the Purina Dealer campaigns we conduct use the Purina Rewards database, and the s are selected by a radius search around the dealerships address(s) and if provided, any additional s from the dealerships own database. Depending on the density of Purina Rewards members in the geography around the dealership, the count of possible s can be very large (1 to 5 thousand) to a relatively small number (like 100 s). Regardless, E- mail campaigns are one of the cheapest methods of contacting customers and prospects in your sales area. As compared to a postcard mailing, where the postage and printing costs can easily reach between $0.75 to $1.00 each, any campaign greater than about 65 recipients is cheaper.

6 Here is a snapshot of what your blast looked like.