How to analyze the statistics of our sent newsletters (part 1)
Mailrelay offers a very powerful and easy to use newsletter system and the tools and tasks does not end when you send the newsletter. Once our newsletter is sent we have at our disposal the tools to analyze all the info gathered from the subscribers who opened and clicked in our emails. We are going to explain what each statistics section is for and how to use the info shown to us. With this we will know how to design our newsletters, when to send them and to whom.
The first information we see is a table with info about the clicks made organized by days and time:Mailrelay – Day and month statistics
With this data we can schedule our newsletter to be sent when they are more prone to be opened an clicked. In this example we see that the best time to send the newsletter to this particular list is between 12:00 and 14:00. As for the best day of the week and month it’s necessary to compare this data with those of other newsletters over a month since we can not extrapolate this data because the clicks of a newsletter are always carried out around the 3 or 4 days after the newsletter are sent.
One way to extract data over a month period is to split our list of subscribers into 4 parts and send the same newsletter to the 4 groups at intervals of 9 days of each other to obtain data at different days of the week and month.
In the next section we can see geographical statistics showing the location where each subscriber opened the email or clicked on it.Mailrelay – Graphical statistics
From these maps we can get important information that will let us split our subscriber list by language, country, region, or any other geographical factor like being near the coast or inland. The use we can make of this data depends on what kind of business we are or what kind of information we send in our newsletters.
If we are a big company with presence in various countries we can know if it would be advisable to segment our lists and create different newsletters according to language or country.
If we are a clothing store we will know what information to send to subscribers who are on the coast or in the mountains.
This way each subscriber or group of subscribers will get the information that is useful to them in particular.
One of the most useful sections is the one that provides information about the system used by our subscribers:Mailrelay – Visitor statistics
From these graphs a lot of information can be extracted about our subscribers and with it see how we can focus our future newsletters to better suit most of our recipients.
The most important data is which is the most common screen resolution used by our subscribers, if we want the newsletters to be displayed correctly the width of the newsletter should not be larger than the horizontal resolution of our subscribers’ systems.
We can also get information on trends and tastes of our subscribers as we can see for example how many subscribers have used an Apple computer or phone, if you are a computer supply store you can create a specific newsletter for them with Apple products or product related to them.
Another interesting fact to be drawn is the number of subscribers who clicked in the email from mobile devices. On the one hand we have data of subscribers with Android, iPhone, Blackberry etc … qualified directly. On the other we know the screen resolution used by most mobile phones:
- iPhone, iPhone 3G, iPhone 3GS, low range Androids and most Blackberrys use 480×320.
- iPhone4 and iPhone 4S use 960×640
- Most high range Androids and new nokia phones use 800×480
- Old and most of today’s Nokia phones use 640×360
Extracting the number of subscribers of each and every group can see if we want to create specific newsletters for viewing on mobile devices.
In part 2 we will see how to split subscribers’s lists and how to evaluate and optimize the structure of our newsletters.