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Recap discussion: [Strategy session] Conquer Cyber Weekend with a data-driven sending strategy (for small/midsize businesses)

  • September 23, 2022
  • 5 replies
  • 203 views

mai.tran
Klaviyo Employee
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Did this topic or the replies in the thread help you find an answer to your question?

5 replies

jjaworsky
Contributor IV
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  • Contributor IV
  • 7 replies
  • September 27, 2022

I am sorry. I still don't see metrics like unsubscribes, spam etc. related to the question below. 

Where are delivery metrics in this file. I cannot find them. Only opens and clicks etc.
https://www.klaviyo.com/marketing-resources/email-benchmarks-by-industry

 


mai.tran
Klaviyo Employee
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  • Author
  • Klaviyo Employee
  • 38 replies
  • September 27, 2022

Hi Jan,


Your open and click rates are part of your deliverability metrics, sorry that was not clear! If subscribers are not opening/clicking your emails, it sends a signal to inbox providers that they’re not interested in your content which can give you a bad sender reputation.

 

To see how your unsubscribe and spam rates stack up to your peers, you can use the Benchmarks features: https://help.klaviyo.com/hc/en-us/articles/360050110072

 

I hope that was helpful!

Mai


jjaworsky
Contributor IV
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  • Contributor IV
  • 7 replies
  • September 27, 2022

Thanks. That makes sense now. I am confused by my Benchmarks though. As an example, here are my August Email Benchmarks and they meet the expectations for my industry (apparel and accessories) but many of my ratings are fair or poor. What am I missing? 

Metric

Your Performance

Your Value

 

Median (Peers)

Actions

Open Rate

Good

46.6%

 

43.2%

Click Rate

Good

2.33%

 

2.17%

Click Through Rate

Fair

5.01%

 

6.33%

Placed Order Rate

Fair

 

0.12%

 

0.14%

Email Revenue Per Recipient

Fair

$0.12

 

$0.17


mai.tran
Klaviyo Employee
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  • Author
  • Klaviyo Employee
  • 38 replies
  • September 27, 2022

Our public benchmarks are based on industry-wide data, whereas the data in your Benchmarks section is based on your personalized group of peers. Peer groups are a set of 100 companies that are similar to your own in industry, size, and scope (e.g., average item value, total revenue, year over year growth rate) and campaign characteristics (e.g., percent of days with a campaign sent and revenue percentage). 

 

This means that compared to your industry average, you’re doing ok. However peers in your group are doing better, which means you can too!


mai.tran
Klaviyo Employee
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  • Author
  • Klaviyo Employee
  • 38 replies
  • September 27, 2022

If I take a closer look, it seems your ecommerce conversion rates is “the problem area” here. A few things you should consider trying:

  • improve your on-site experience (conversion optimization)
  • test out different promotional strategies to see what resonates best with each audience