{"id":20310,"date":"2022-12-01T19:48:52","date_gmt":"2022-12-01T19:48:52","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/01\/measure-transactional-email-performance-twilio-sendgrid\/"},"modified":"2022-12-01T19:48:52","modified_gmt":"2022-12-01T19:48:52","slug":"measure-transactional-email-performance-twilio-sendgrid","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/01\/measure-transactional-email-performance-twilio-sendgrid\/","title":{"rendered":"Measure Transactional Email Performance | Twilio SendGrid"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/sendgrid.com\/wp-content\/uploads\/2022\/12\/measure-transactional-email-cropped-scaled-e1669917939808.jpeg\" \/><\/p>\n<div data-swiftype-name=\"body\">\n<p><span style=\"font-weight: 400;\">Businesses pay a lot of attention to marketing email performance to measure return on investment. But we often don\u2019t monitor <\/span><a href=\"https:\/\/sendgrid.com\/blog\/marketing-email-vs-transactional-email-whats-difference\/\"><span style=\"font-weight: 400;\">transactional emails<\/span><\/a><span style=\"font-weight: 400;\"> in the same way.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This could be because it\u2019s easy to forget about these automated emails after you set them up or because you send them from a platform that doesn\u2019t offer easy access to analytics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless, it\u2019s crucial to track transactional emails to understand whether these reach customers\u2019 inboxes, provide relevant information, and keep recipients engaged with your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what metrics help you measure the success of transactional emails? In this post, we\u2019ll go over the key performance indicators (KPIs) you should track.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why should you measure transactional email performance?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Measuring transactional email performance gives you an idea of your email program\u2019s health, especially regarding deliverability, and flag any issues you need to address.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Transactional emails are a critical part of your program because these directly tie to customers\u2019 actions and contain information about their purchases or account, making them highly <\/span><a href=\"https:\/\/sendgrid.com\/blog\/6-tips-and-examples-for-personalized-email-marketing\/\"><span style=\"font-weight: 400;\">personalized<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Transactional emails include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Purchase confirmations\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shipping notifications\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identity verification\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Password resets\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Account notifications<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And more<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Due to the email content, it\u2019s crucial that these reach the inbox and give customers the information they need. Otherwise, these could create a negative experience and get in the way of customer loyalty.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, say a customer makes a purchase from a business for the first time but never receives an order confirmation because it lands in their spam folder. This would likely erode their trust in the business, and they\u2019d be reluctant to purchase from it again. And if the sender doesn\u2019t monitor their deliverability and reputation metrics, they may not realize customers aren\u2019t receiving these crucial emails.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Transactional email performance metrics\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s dive right into the most important <\/span><a href=\"https:\/\/sendgrid.com\/blog\/understanding-email-metrics\/\"><span style=\"font-weight: 400;\">email metrics<\/span><\/a><span style=\"font-weight: 400;\"> to determine your transactional email success.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Emails processed\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The number of transactional emails you send can give you an idea of your business activity. For example, purchase confirmation emails give you immediate insight into how your ecommerce business performs in sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And while the <\/span><b>processed<\/b><span style=\"font-weight: 400;\"> metric tells you how many emails you attempted to send, you\u2019ll need to pair it with the following metrics to get the total number of successfully delivered emails.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Emails delivered\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once an email is processed, meaning your email service provider (ESP) attempts to deliver it, the recipient\u2019s mailbox provider needs to accept it. This is what <\/span><b>delivered <\/b><span style=\"font-weight: 400;\">measures, and it\u2019s a crucial metric to understand whether providers accept or reject your emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After the receiving mailbox provider accepts your email, it determines what to do with the message, such as placing it in the primary inbox, a secondary inbox tab, or the spam folder. Learn about the steps you can take to improve <\/span><a href=\"https:\/\/sendgrid.com\/blog\/email-deliverability\/\"><span style=\"font-weight: 400;\">deliverability<\/span><\/a><span style=\"font-weight: 400;\"> and ensure your messages reach the inbox.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Bounced and blocked<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">What about the emails the receiving provider rejects? <\/span><b>Bounced and blocked<\/b><span style=\"font-weight: 400;\"> metrics tell you how many emails your ESP <\/span><i><span style=\"font-weight: 400;\">didn\u2019t<\/span><\/i><span style=\"font-weight: 400;\"> successfully deliver and why.\u00a0<\/span><\/p>\n<p><b>Bounced<\/b><span style=\"font-weight: 400;\"> indicates that the provider didn\u2019t deliver the message because the email address doesn\u2019t exist. Also called a hard bounce, this could be because the customer entered it incorrectly or the address is no longer valid. Ideally, hard bounce rates should be <\/span><a href=\"https:\/\/sendgrid.com\/blog\/isp-panel-tips-for-email-senders\/\"><span style=\"font-weight: 400;\">lower than 0.5%<\/span><\/a><span style=\"font-weight: 400;\">, and an <\/span><a href=\"https:\/\/sendgrid.com\/solutions\/email-api\/email-address-validation-api\/\"><span style=\"font-weight: 400;\">email validation tool<\/span><\/a><span style=\"font-weight: 400;\"> can help you keep bounces low by detecting false entries when the user enters their email address.\u00a0<\/span><\/p>\n<p><b>Blocked<\/b><span style=\"font-weight: 400;\"> indicates that the provider didn\u2019t deliver the message for another reason, such as an issue with the sending internet protocol or the message content. Learn about <\/span><a href=\"https:\/\/sendgrid.com\/blog\/bounce-and-block-classifications\/\"><span style=\"font-weight: 400;\">block classifications<\/span><\/a><span style=\"font-weight: 400;\"> to understand why an email wasn\u2019t delivered.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Unique opens<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><b>unique opens<\/b><span style=\"font-weight: 400;\"> metric tells you how many recipients opened your emails, making it an essential KPI for any email program.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the marketing side, unique opens can help you understand the effectiveness of your <\/span><a href=\"https:\/\/sendgrid.com\/blog\/29-best-email-subject-lines\/\"><span style=\"font-weight: 400;\">subject lines<\/span><\/a><span style=\"font-weight: 400;\"> and relevance of your emails to recipients. And on the technical side, unique opens can help you detect deliverability issues.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if unique opens are suddenly down, even though you\u2019ve made no changes to your sending behavior, it could indicate that more of your emails are landing in the spam folder. This could be a sign to look at other signals, like <\/span><a href=\"https:\/\/sendgrid.com\/blog\/why-are-my-emails-going-to-spam\/\"><span style=\"font-weight: 400;\">spam complaints<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/sendgrid.com\/blog\/5-ways-check-sending-reputation\/\"><span style=\"font-weight: 400;\">sender reputation<\/span><\/a><span style=\"font-weight: 400;\">, to find the cause.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, some providers, like Google and Apple, now have security measures that can create false or anonymized opens. This happens when providers load images from your emails ahead of time, which your ESP could count as an open. Learn how this can affect your metrics and how to identify these opens from <\/span><a href=\"https:\/\/sendgrid.com\/blog\/apple-machine-open-indicator\/\"><span style=\"font-weight: 400;\">Apple<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/sendgrid.com\/blog\/impact-of-google-prefetch\/\"><span style=\"font-weight: 400;\">Google<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">CTR<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When it comes to transactional emails, some <\/span><a href=\"https:\/\/sendgrid.com\/blog\/effective-email-ctas\/\"><span style=\"font-weight: 400;\">calls to action (CTAs)<\/span><\/a><span style=\"font-weight: 400;\"> are more important to track than others. For example, order confirmation emails often include a link to track the package for the customer\u2019s convenience. But as a business, you probably don\u2019t need to know how often recipients click on tracking links.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other emails, like requests for reviews after a purchase or identity verification emails, have CTAs you\u2019ll want to track to gain insight into customer engagement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For these emails, add <\/span><a href=\"https:\/\/sendgrid.com\/blog\/how-to-measure-and-improve-email-ctr\/\"><span style=\"font-weight: 400;\">click-through rate (CTR)<\/span><\/a><span style=\"font-weight: 400;\"> to your list of KPIs. CTR tells you the percentage of clicks on links within your emails based on all your successfully delivered emails. This metric helps you understand whether the content effectively encourages users to take the desired action.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Measure email performance with Twilio SendGrid\u2019s deliverability insights<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you know which email metrics to measure, the next step is to figure out how to access these insights to understand how successful your transactional emails are.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The right ESP will offer intuitive email metrics dashboards that place these KPIs at your fingertips to view delivery rates, opens, clicks, and more\u2014that\u2019s where we come in.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Twilio SendGrid offers just that with various dashboards that enable you to easily monitor email performance. These include <\/span><a href=\"https:\/\/sendgrid.com\/blog\/introducing-deliverability-messaging-insights\/\"><span style=\"font-weight: 400;\">deliverability insights<\/span><\/a><span style=\"font-weight: 400;\">, where you can track the metrics discussed in this post, and <\/span><a href=\"https:\/\/sendgrid.com\/blog\/email-deliverability-mailbox-provider-statistics\/\"><span style=\"font-weight: 400;\">mailbox provider statistics<\/span><\/a><span style=\"font-weight: 400;\">, where you can get more granular insights by provider.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Learn more about how to <\/span><a href=\"https:\/\/docs.sendgrid.com\/ui\/analytics-and-reporting\/deliverability-insights\"><span style=\"font-weight: 400;\">get started with deliverability insights<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/signup.sendgrid.com\/\"><span style=\"font-weight: 400;\">try SendGrid for free<\/span><\/a><span style=\"font-weight: 400;\"> to begin measuring email performance.\u00a0<\/span><\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/sendgrid.com\/blog\/measure-transactional-email-performance\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Businesses pay a lot of attention to marketing email performance to measure return on investment. But we often don\u2019t monitor transactional emails in the same&#8230;<\/p>\n","protected":false},"author":1,"featured_media":20311,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-20310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Measure Transactional Email Performance | Twilio SendGrid - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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