By keeping your focus on important metrics governing the performance of your email campaigns and overall subscriber engagement, you can devise a logical plan of action to bolster your reach and your email marketing effectiveness, in turn, getting more ROI out of this excellent tool for improving visibility and increasing sales.
Engagement by Domain
Which ISPs do your subscribers use most often? With our Engagement by Domain feature you can analyze how your campaigns are performing with particular domains. Those that perform far below the average open rate typically indicate an issue with deliverability to that domain.
An email is effective only if it is successfully delivered to the intended recipient. Domain reputation has had an increasing effect on email delivery because many large ISPs like Google and Yahoo have systems in place to evaluate sending practices on a domain level, not just based on the reputation of your IP address. After every send, take a look at "Engagement by Domain" and see which domains perform above or below average. Those that perform far below the average open rate typically indicate an issue with deliverability to that domain.
Engagement By Device
Engagement by Device gives you a breakdown of mailings opened by platform–mobile vs. desktop–and by the top 3 operating systems for each, thus giving you more insight such as where to focus your testing efforts and how important responsive design may be to your campaigns.
Effective email marketing is more complex than simply sending an email blast to your entire list. You can increase performance exponentially by targeting a subset of your subscribers, personalizing the email message, delivering customized campaigns that are sure to prompt a response, and performing remarketing based on their interaction with your campaigns.