Monthly Archives: May 2012

Study: Email engagement rates for popular top-level domains

As you might know, Return Path acquired OtherInbox some months ago. One result out of this merger is… a new dataset for us, :-) which contains some really interesting international email performance measures. It has been published yesterday. Return Path said, they

“analyzed over 3 million email campaigns sent to users of OtherInbox and calculated an engagement score for the most popular TLDs”.

I just had some quick fun playing around with it. Let’s have a look. Continue reading

Determining statistical significance for email split tests, pt. 2: sample sizes

In one of the last posts, we addressed the chi-squared test for independence. With this test, we wanted to calculate, if e.g. two subject lines have a significantly different impact on the absolute number of email opens. I provided you with a “flexible” solution. “Flexible” means, it can now easily be extended to your needs. One extension would be to determine the required sample size for each of your test cells a priori. There’s no question that a split A/B test, which only incorporates 2 x 100 recipients delivers a different reliability than one, which includes 2 x 1500 recipients. So here’s a solution for choosing the right sample size — again using the R package.
Continue reading

Double opt-in in Germany – is it legally mandated?

I noticed some buzz around the German opt-in legislation lately, or more precisely: concerning the use of double opt-in. (See for example the “Drowning in data” panel recording from the last Email Insider Summit at 38:11, or this tweet.) So… is double opt-in, where subscribers have to activate their subscription by clicking a confirmation link, required in Germany? Here are the most important things for you to know: Continue reading

Determining statistical significance for email split tests

Quite often, I come across the question: how can I determine if my email test results are statistically significant? Recently someone asked this on again. I won’t dive into the discussion, if (or when) this is necessary at all or if it wouldn’t be better to just rely on brainpower and gut feelings when evaluating tests in internet marketing. Instead, I’ll just provide you with a quick, yet well-founded and flexible solution. Continue reading

comScore study might attach new importance to measuring open durations

In a recent study, comScore and Pretarget analyzed 263 million display ad impressions over nine months across 18 advertisers in numerous verticals. After collecting the data, Pretarget did a correlation analysis, including variables such as gross impressions, views (75% of ad within screen, either above the fold or after scrolling), time in-view, hover/engagements and total hover/engagement time, clicks and conversions. The results are astonishing. They for example show that… Continue reading

Which email marketing software is the best…?

someone at asked a while ago. Besides legal aspects, this one surely belongs to the most frequently discussed topics. However, the answer is simple: The best email service provider is the one that delivers you a maximum output with a set investment, or a set output with a minimum investment. In other words, it depends on the available budget and on the goal, one wants to achieve. No software fits them all: Template engines, support, deliverability, user interface, professional services … There are many aspects for vendors to differentiate from one another, and many pitfalls for customers. Continue reading