How is the mailing score generated?

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What goes into creating the mailing score in Metric and my mailing's response analytics?
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FAQ

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Posted 5 years ago

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Katie Lewis, Official Rep

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Official Response
The mailing score -- which you'll find when using Metric, our iPhone app, and within an individual mailing's response -- displays 24 hours after a mailing is sent. It factors in open rate, click-through rate, shares percentage, opt-out percentage and signup percentage along with the use of split testing to give you a number on a 10-point scale. That number is compared to the averages of 45,000 customers and millions of emails that send through Emma.

You can read more about the stats on your mailing's response page here, in the Resource Center.
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Cynthia

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I've got to comment on the mailing score. It actually annoys me some because I can send out a very effective (lead and revenue-wise) email that gets a ho-hum mailing score. The problem with averaging the 45,000 Emma customers is that it doesn't differentiate between industries or B2B vs. B2C which may have different baseline scores. I confess that I get a little miffed when my mailing score is below the averages. Is there a way to turn it off from my account?
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Katie Lewis, Official Rep

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I'm sorry to hear that the mailing score is troubling you! There isn't a way to turn it off from your account. Are you using it in reporting, or simply leaving it out of your reporting to your team?
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Cynthia

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I don't use it for reporting at all. Just don't like seeing it, especially when I have a lower score than the "community" which doesn't represent my industry.
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Katie Lewis, Official Rep

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I hear you. What's successful for you is your bottom line: generating leads and increasing revenue. The mailing score and other response stats exist to track and get you thinking about how to improve your email marketing: If you have a low click rate, is your call to action hidden? If your open rate is below the average, has your audience been segmented so you're getting the right message in front of the right folks at the right time of day? Is your subject line compelling and personalized? We know that relevant emails drive 18x more revenue than general broadcast emails, so creating targeted, personalized messages will help these numbers improve.

It's awesome that you're in a good place with your emails' results, but it's also exciting to know that you could be in a better place by more finely segmenting your contacts; using split testing to try out different subject lines and tracking the opens they get; and looking at your CTA buttons and how they work on mobile. I'm glad to chat through how we can help you get there, if you'd like me to give you a shout offline!