Emailers: July 2024

In July, we sent out two campaigns, Creative in Place: Suburban Sprawl and Creative in Place: Bee’s Knees.

You can find companion articles for Creative in Place: Suburban Sprawl and Creative in Place: Bee’s Knees on our blog. Here are the analytics:

• We sent Creative In Place: Suburban Sprawl to 21,989 recipients. It had an open rate of 19.6% and a click rate of 3.2%.
• We sent Creative in Place: Bee’s Knees to 22,172 recipients. It had an open rate of 27.6% and a click rate of 3.3%.

Campaign Improvements

We’ve been looking to make our campaigns more successful this year by focusing on three key metrics: open rates and click rates, which are mentioned above, along with deliverability rates.

Deliverability rates are crucial metrics that indicate the percentage of emails successfully delivered to recipients’ inboxes. High rates are vital because they ensure that our messages reach the intended audience and maximize engagement.

Factors such as image file sizes and the number of clickable links can significantly impact these rates, as overly large files and excessive CTAs can trigger spam filters or slow down email loading times. In our efforts to enhance deliverability, we made adjustments by reducing the file size of images and limiting the number of CTAs in our newsletters.

The optimizations have shown improved deliverability rates in the second quarter of the year.

Beginning in May, we began to see a rise in our open and click rates as well, a month after the optimizations were implemented. The notable exception is the Suburban Sprawl campaign sent in July, whose lower open rate results stand out as an anomaly.

Creative in Place: Suburban Sprawl

Creative in Place: Bee’s Knees

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