Shopify Email Metrics

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Shopify Email Metrics

FurtherRecords
Shopify Partner
37 1 18

So I've been sending emails weekly for the last few months and getting (I think) good metrics. Approx 40% open rates. Approx 2.5 CTR. Low spends (but I think those are wrong).

 

The email I sent on Friday seemed to fall off a cliff. 25% open and 2% CTR. Did something change with the way they measure metrics or the way they send emails?

 

I don't trust their metrics on sales. Today, for example the email sent 3 hours ago has $89 of sales according to the metrics. When I look at 1pm on my orders page there is a flood of large orders ordering the items in the email I sent out. Approx an extra $350 in the 1-2pm hour apparently not recorded as an email conversion.

Can anyone comment or help me understand? I read something about Apple marking things as open that are not actually opened. Was that why I was getting 40%+? Did they change it back?

SubjectDateOpen rateClick rateSales
Midweek Funk/Soul/Disco/Jazz/International Drop3 hours ago17.59%2.59%$89.81
New Arrivals This WeekFriday at 10:49 am25.28%1.98%$211.18
Weekend House & Techno DropJul 20 at 12:08 pm37.97%3.47%$80.81
New Arrivals This WeekJul 19 at 9:09 am37.25%3.28%$507.45
New Arrivals This WeekJul 12 at 10:08 am39.84%2.13%$17.95
New Arrivals This WeekJul 5 at 10:09 am40.07%2.68%$89.77
New Arrivals This WeekJun 28 at 9:09 am40.64%2.51%$103.23
New Arrivals This WeekJun 21 at 9:11 am43.77%2.87%$345.73
New Arrivals This WeekJun 14 at 10:08 am42.87%2.45%-
New Arrivals This WeekJun 7 at 10:33 am42.02%2.98%$107.72
New Arrivals This WeekMay 31 at 11:49 am41.70%2.78%$67.36
New Arrivals This WeekMay 24 at 11:55 am38.85%3.41%$215.54
Accepted Solution (1)

magecomp
Shopify Partner
452 31 47

This is an accepted solution.

Hello @FurtherRecords 

 

I also feel skeptical in your email metrics. There are several potential reasons for the discrepancies you're observing:

  • As you mentioned, Apple's Mail Privacy Protection can significantly impact open rates. It's possible that Apple made changes to its algorithm, affecting your metrics.
  • Your email service provider (ESP) might have updated its algorithms or infrastructure, leading to variations in delivery and tracking.
  • Over time, your email list can degrade due to bounces, unsubscribes, and inactive subscribers. This can affect engagement rates.
  • The content of your Friday email might have resonated less with your audience, leading to lower open and click-through rates.
  • Sending emails at different times can impact performance. Did you change the send time for the Friday email?

About Sales I feel

  • Customers often take time to purchase after receiving an email. Your email service provider's attribution window might be too short.
  • Various marketing channels influence customers. It takes more work to accurately attribute sales solely to email.
  • If there's a delay in order processing, it might affect when sales are recorded in your email metrics.

To gain a better understanding of your email performance, consider the following:

  • If you use multiple email marketing platforms, compare metrics to identify inconsistencies.
  • Examine the subject line, preheader, and content of the Friday email to understand why it performed poorly.
  • Use UTM parameters to track clicks on email links independently and compare results with your ESP's data.
  • Use a robust conversion tracking system to accurately measure the impact of your emails on sales.
  • Experiment with different send times to find the optimal time for your audience.
  • Regularly clean your email list to remove inactive subscribers and improve deliverability.
  • Evaluate the impact of other marketing channels on sales and customer behaviour.
     

 

Helping voluntarily. Please like and accept the solution if it helps. Thanks!
Our Bestseller Shopify Apps    |      Mobile App Builder by MageComp    |      Shoplock Hide Pages/Collections

Need a developer?  Just visit MageComp website

View solution in original post

Replies 2 (2)

magecomp
Shopify Partner
452 31 47

This is an accepted solution.

Hello @FurtherRecords 

 

I also feel skeptical in your email metrics. There are several potential reasons for the discrepancies you're observing:

  • As you mentioned, Apple's Mail Privacy Protection can significantly impact open rates. It's possible that Apple made changes to its algorithm, affecting your metrics.
  • Your email service provider (ESP) might have updated its algorithms or infrastructure, leading to variations in delivery and tracking.
  • Over time, your email list can degrade due to bounces, unsubscribes, and inactive subscribers. This can affect engagement rates.
  • The content of your Friday email might have resonated less with your audience, leading to lower open and click-through rates.
  • Sending emails at different times can impact performance. Did you change the send time for the Friday email?

About Sales I feel

  • Customers often take time to purchase after receiving an email. Your email service provider's attribution window might be too short.
  • Various marketing channels influence customers. It takes more work to accurately attribute sales solely to email.
  • If there's a delay in order processing, it might affect when sales are recorded in your email metrics.

To gain a better understanding of your email performance, consider the following:

  • If you use multiple email marketing platforms, compare metrics to identify inconsistencies.
  • Examine the subject line, preheader, and content of the Friday email to understand why it performed poorly.
  • Use UTM parameters to track clicks on email links independently and compare results with your ESP's data.
  • Use a robust conversion tracking system to accurately measure the impact of your emails on sales.
  • Experiment with different send times to find the optimal time for your audience.
  • Regularly clean your email list to remove inactive subscribers and improve deliverability.
  • Evaluate the impact of other marketing channels on sales and customer behaviour.
     

 

Helping voluntarily. Please like and accept the solution if it helps. Thanks!
Our Bestseller Shopify Apps    |      Mobile App Builder by MageComp    |      Shoplock Hide Pages/Collections

Need a developer?  Just visit MageComp website

hanji1
Tourist
6 0 1

To ensure your customers don't receive both the abandoned cart and checkout emails, you can set up conditions or filters in your automation settings. Check if there's an option to exclude customers who received the first email from the second automation. This way, each customer will only receive one reminder.