Copyright © 2004 - 2005
| Revision History | ||
|---|---|---|
| Revision 1.0 | 11 May 2004 | M Bachrynowski |
| Initial version. | ||
Table of Contents
List of Tables
Table of Contents
An email mailing application has been developed. The application tracks purchases that are made as a direct result of an email mailing. A customer receives the email and clicks through to a landing page on the web site. If the customer in the same session completes a purchase this is counted as a direct result of the email mailing.
A campaign comprises an HTML email and a TEXT email. These emails are sent out to the email addresses held on various email mailing address lists. The emails are sent out in batches usually on Tuesdays. A typical mailing comprises four batches which are usually sent out on four consecutive Tuesdays. The results from each day are processed two days in arrears. An analysis is run for each of the seven days following a mailing of a particular batch.
Email mailing used the DoubleClick (DARTmail self service) email marketing products for maintaining address lists. There were issues in that at the time DARTmail did not support UTF-8 and so the source had to be converted to ISO-8859-1 character set.
Sample email mailings in UTF-8 and UTF-16 were mailed directly using an internally developed Ant based email mailing application.
Table of Contents
This campaign was devised to support the distribution of the Summer Kitchenware 2004 catalogue.
Table 2.1. Dartmail Tracking Statistics
| Name | Count |
|---|---|
| Emails pushed: | 134,204 |
| Hard bounce backs: | 2,532 |
| Soft bounce backs: | 2,022 |
| HTML Emails opened: | 46,855 |
| AOL Emails opened: | 3,778 |
| Total clicks: | 36,634 |
| Unique clicks: | 18,445 |
| Pass along recipients: | 7,356 |
| Pass along referrers: | 3,322 |
| Date statistics analysed: | 27 May 2004 |
The following is the summary information.
The email addresses are those originally supplied. These are cleaned and those that pass validation are imported into Dartmail.
Table 2.2. Orders Statistics
| Date | Emails Pushed | Emails Delivered | Emails (Image) Viewed | Order Count | Order Value | Order Average | Delivered : Order | Viewed : Order |
|---|---|---|---|---|---|---|---|---|
| 168,882 | 162,772 | 91,236 | 141 | £5,766 | £40 | 1,152 : 1 | 647 : 1 | |
| 11 May | 61,666 | 59,973 | 30,910 | 56 | £2,319 | £41 | 1,070 : 1 | 551 : 1 |
| 18 May | 38,468 | 37,242 | 21,263 | 19 | £799 | £42 | 1,960 : 1 | 1,119 : 1 |
| 25 May | 34,070 | 32,435 | 19,401 | 35 | £1,241 | £35 | 926 : 1 | 554 : 1 |
| 1 June | 34,678 | 33,122 | 19,662 | 31 | £1,407 | £45 | 1,068 : 1 | 634 : 1 |
The following link Admin page (community/summerkitchenware2004/tgadminindex.htm) is the technical index page which contains links to the variants in the different formats and the results of the automatic technical tests such as spell checking and Tidy .
When an HTML email is viewed within an email client application such as Microsoft Outlook or Eudora, the default setting may not allow images to be downloaded and displayed. If images are displayed either because the default setting is enabled or because the setting has been manually enabled, images are downloaded from the website. A log record is created for each image download. Current security advise is to disallow image viewing by default. Images can be selectively enabled for "trusted" web sites and usually when enabled only to download and display images from the "owner" domain and no other. The log records for a single image on the page are counted and the results listed as "Email Open ( emails (HTML) viewed )".
When a click through occurs to a landing page (usually to a catagory or a product page) the referrer is the email mailing web page. A unique session identifier is associated with every page. Through the referrer the unique session identifier can be associated with the click from the web page. All subsequent pages visited during that session can be associated with the original email mailing page since they all have the same unique session identifier and the first use is associated with the email mailing web page. Purchases and orders can be associated with the email mailing web page.
Table of Contents
This campaign was devised to support the distribution of the Summer Days 2004 catalogue.
There were major Internet operational problems during the period of the mailing. In particular the "HTTPS" virus and the "SASSER" virus adversely impacted many web sites and emails servers. Many email servers suffered poor performance. Many companies and individuals deleted significant numbers of emails in their attempts to address the problems. Outside the above virus issues the ACompany servers worked very hard when the printed catalogue was distributed and on the first days of each mailing batch.
As a result of the virus stricter default rules are being applied. These curtail further the effectiveness of "tracking" links which are outside the main host domain. Internal tracking is no impacted as the email (from acompany.co.uk) is the same domain as the images etc. The Dartmail tracking tags for click throughs might be impacted.
Table 3.1. Dartmail Tracking Statistics
| Name | Count |
|---|---|
| Emails pushed: | 204,947 |
| Hard bounce backs: | 3,159 |
| Soft bounce backs: | 3,727 |
| HTML Emails opened: | 79,483 |
| AOL Emails opened: | 5,948 |
| Total clicks: | 12,786 |
| Unique clicks: | 5,692 |
| Pass along recipients: | 572 |
| Pass along referrers: | 273 |
| Date statistics analysed: | 27 May 2004 |
The following is the summary information.
The email addresses are those originally supplied. These are cleaned and those that pass validation are imported into Dartmail.
Table 3.2. Orders Statistics
| Date | Emails Pushed | Emails Delivered | Emails (Image) Viewed | Order Count | Order Value | Order Average | Delivered : Order | Viewed : Order |
|---|---|---|---|---|---|---|---|---|
| 204,947 | 198,051 | 106,459 | 187 | £8,525 | £45 | 1,342 : 1 | 569 : 1 | |
| 13 April | 62,395 | 60,491 | 33,012 | 74 | £3,656 | £49 | 817 : 1 | 446 : 1 |
| 20 April | 38,909 | 37,553 | 19,370 | 34 | £1,465 | £43 | 1,104 : 1 | 569 : 1 |
| 27 April | 62,115 | 60,473 | 31,399 | 55 | £2,553 | £46 | 1,099 : 1 | 570 : 1 |
| 4 May | 41,528 | 39,534 | 22,678 | 24 | £851 | £35 | 1,958 : 1 | 944 : 1 |
The following link Technical Administration Page (community/summerdays2004/tgadminindex.htm) is the technical index page which contains links to the variants in the different formats and the results of the automatic technical tests such as spell checking and Tidy .