Lessons from First Amazon SES Email Campaign

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Well we sent out the first Amazon SES email campaign to all our nearly 11,000 email subscribers and lets see what the campaign reports indicate. This follows after we moved all our email lists subscribers from Feedburner / Feedblitz to Amazon SES.

Email Campaign Reports

We sent out email to 10893 email addresses. These included around 1500 from Feeblitz and 9500 from Feedburner. This was a 10 year old active list. The combined email list previously was scrubbed and cleaned to remove spam emails via a Fiverr gig which helped to remove 500 emails. This was essential to prevent spam flags from Amazon SES and various ISPs.

So here are the results.

amazon ses reports

Lets study the break up.

amazon ses reports

Large Number of Bounces – This was a surprise. Both the lists on Feedburner and Feedblitz were active and were set up to pause emails sent to subscribers who marked email as spam, unsubscribed or were bounced from non available email addresses.  So actually we should have seen no bounces as both lists were active. But 16.43% (1790) emails bounded and were not deliverable. They will no longer be sent any emails.

Few Unsubscribed – Both the lists were double op-tin, which means people need to fill the form and then click the confirmation link in the email. This helps to avoid spam bots spamming the email list. So most people on the list wanted it. Only 20 people unsubscribed, which was a reasonable number to accept.  Unsubscribed users will not be sent the next email newsletter.

Rarely Marked as Spam –  Most email marketing services take notice of a large number of spam complaints and can block your email lists. Only 2 people marked emails as spam which was acceptable and they will also be removed from the lists. People who buy emails lists with millions of email address from suspicious sites are often hit by spam complaints, so remember to keep your list permission based. Double op-tin is a tough deal, but will keep your list clean.

Lets see the other part of the report…

amazon ses reports

Few actually opened emails –  Only 7.8% people, that is only 713 unique people actually open the email to read what was inside it. 10180 people never bothered to open it! That was a bit disappointing as most list owners would expect a better number of people opening emails for the money they spend. Maybe as the content improves, or the headlines are more enticing, more people would be prompted to click the email open.

Multiple Opens – Of the 713 people who opened the mail, few decided to open it again totalling a 862 times. This could be from multiple devices like phones, tablets and desktop I suppose. Sometime people star it to come back and read later.

Some people did click links – There were 332 unique clicks that happened to our site and of the 713 people who were engaged enough to open the email, at least half decide to click the email links. Half clicked the email migration information link and half clicked on the homepage link to see who we were (Maybe they forgot as earlier lists were ignored).

amazon ses reports

US users dominate  – This was a new finding as the majority of people opening the emails were from the US. India users were a distant second among the people to open the list.

How can we improve the list emails to make them more engaged and encourage you to come back and read our content. Share your thoughts and your experiences on running email campaigns. Do post a comment.

3 comments on “Lessons from First Amazon SES Email Campaign

  1. Hey,

    It’s really amazing tool.

  2. Khanna says:

    Nice tool. keep sharing more posts

  3. Brano says:

    Great insights. It seems that you use Sendy app for sending newsletters via Amazon SES. It is great tool but it lacks some reporting features, especially when comparing the newsletter list performance in time. I wrote the article how to solve it, can be useful for you- http://blog.kpiwatchdog.com/2015/01/reporting-sendy-e-mail-marketing.html

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