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Trends in your email marketing

A trend is a movement either going up or going down. It is important that we spot trends and act upon them. Trends can either be positive or negative. We are all very good at determining metrics on specific communications however we need to look at our metrics over time as well.


Below are a few things you want to monitor and act upon over time:

• Unsubscribes
• Open rates
• Bounce rates
• Forward to a friend
• Complaints

Bounce rates, unsubscribes and complaints are numbers you don't want increasing while open rates, clicks and forward to a friend are numbers you want to increase. If your bounce rate suddenly goes up, stop. Look at what you did differently for that campaign. Did you use a new, image-heavy design? Were there words that triggered spam filters?

When you spot a trend, or even a sudden change, look at what's changed to cause the shift. Did you change your frequency? It could be that some subscribers are hearing from you more often so now they're opting out. Did you change your From name? Your messaging? Your template? And these could all be positives too! It might be that changing your From name increased recognition or interest at the inbox, so your open rates reflect a positive upward trend.

If your forward to a friend numbers are increasing you'd want to know why more people were forwarding your emails so you could do more of the same. Analyze what you're doing that is causing the good or bad trend.

You can easily view these trends in the pMailer list reporting as it will clearly show spikes and/or dips within your communications. Test different communications to determine these trends.