This email campaign report provides insights to help you interpret the results from Email #003: 2024 Wrapped
Questions, suggestions or takeaways to share? Email sender@tryandreply.email
TOPIC
Data-driven, personalized recaps of a users habits and interactions
HYPOTHESIS
Leveraging the viral trend of personalized recaps, like Spotify Wrapped, and sending in a timely manner when the wraps are released will increase engagement by tapping into the fun, transparency, and heightened interest in tracking personal data.
OUTCOME
This email performed best overall to date, demonstrating the power of capitalizing on timely topics. The metrics suggest that personalized, data-driven content resonates strongly with recipients, driving effective engagement and increased outreach through replies.
Campaign Details
EMAIL GOALS
- Inform: Topic selection is based on the trend of using data insights to summarize the year.
- Educate: Explain why this trend works and how marketers can apply it to their own campaigns.
- Engage: Invite subscribers to explore my personal approach to a year-end recap focused on email marketing.
METHODS & METRICS
Email-specific:
- Short Subject Line with Bookend Emojis: Keep subject lines to 4-5 words, clearly indicating the email’s topic. Measure: Opens
- Encourage Replies: Prompt subscribers to respond to encourage two-way interaction. Measure: Replies
- Animation & Personalization: Use animation to highlight personalized (first name) CTA. Measure: Clicks on the CTA button
Engagement KPIs
REPORT RANGE: December 9, 2024 – January 15, 2025
% OF SUBSCRIBERS WITH A FIRST NAME
100%
Percentage of subscribers who provided their FIRST NAME at signup for personalization efforts
TOTAL # OF SUBSCRIBERS
28
# of subscribers who are in progress + combined with those completed the Welcome Journey
TOTAL # OF ACTIVE SUBSCRIBERS
28
# of subscribers who were included in this send and whose engagement will be reflected in this report.
Total Sends
28
# of emails sent
Delivered
28
# of recipients who didn’t hard or soft bounce on this campaign
Delivery Rate
100%
# of Sends / # Delivered x 100
Open Rate
64%
Percentage of successfully delivered emails that were opened. About Open Rate
# Unique Opens / # Delivered x 100
Total Opens
39
Total # of times the email was opened by recipients. This count includes multiple opens from individual recipients and email clients. About Apple Mail Privacy Protection (MPP)
Unique Opens
18
# of recipients who opened the email campaign
Abuse Reports
0
# of Recipients who reported this email as spam. Recipients who report an email as spam are automatically unsubscribed. Industry-standard is 1 complaint for every 1,000 emails sent.
Abuse Report Rate
0%
The percentage of emails that recipients mark as spam. Industry-standard is less than 0.1%.
# of abuse complaints / # of successfully delivered emails
Total Clicks
5
Total # of times tracked links were clicked. This count includes multiple clicks from individual recipients. About Clicks
Unique Clicks
5
The number of recipients who clicked any tracked link.
Click Rate
8%
The percentage of delivered emails that registered at least one click. About Click Rate
# Clicked / # Delivered x 100
Clicks per Unique Opens
18%
The percentage of recipients who opened the email campaign and then clicked a link.
# Clicked / # Opened x 100
Bounce Rate
0%
# Bounced / # Delivered x 100
Unsubscribed
0
# of recipients who unsubscribed from the campaign
Unsubscribe Rate
0%
# Unsubscribed / # Delivered x 100
Total Replies
3
Combined # of Direct Replies from all four emails, excluding autoresponders
Reply Rate
11%
# of Replies / # Delivered x 100
Forward to a Friend
0
# of times the email was forwarded via the link in the footer. This does not account for the recipient using the forward function in their email program.
Forwarded Opens
0
# of times the email was opened by someone who was forwarded the email using the forward to a friend link in the email footer.
Click Performance
Email #003
Delivered: Monday, December 9, 2024 at 9:00 AM ET
Sends
28
Open rate
64%
Click rate
8%
Replies
3
Subject Line: 🟢 2024 Wrapped: Email Edition 🟢
Preview Text: #003 | A viral marketing strategy
| Email #4 URLs | Total clicks | Unique clicks |
|---|---|---|
| 2024 Wrapped Video (link) | 5 (100%) | 5 (100%) |
| 2024 Spotify Wrapped (link) | 0 (0.0%) | 0 (0.0%) |
| Click for the Report (report link) | 0 (0.0%) | 0 (0.0%) |
| Stealth Link (to identify potential false-positive clicks) | 0 (0.0%) | 0 (0.0%) |
Mailchimp. powers this experiment. Information about Mailchimp’s Metrics can be viewed here.
Relevant Insights
CAMPAIGN INSIGHTS
- Sharing my 2024 Wrapped: Email Edition in both email and a LinkedIn post sparked conversations in the inbox and across other channels.
- My approach inspired my colleagues to create a similar recap using our agency data.
- The strong balance of a 64.3% open rate and 17.9% click rate demonstrates the impact of sending the right message at the right time. The email was sent just days after Spotify’s recap dropped, capitalizing on the buzz surrounding it.
INDUSTRY INSIGHTS
- Spotify Wrapped shows how data analysis can go above functionality to become a key piece of brand identity. (Institute of Analytics)
Qualitative Feedback
typo lol -“ICYMI” (in kase you missed it) – What I love about this is the subscriber’s attention to detail—they read all the way to the bottom of the email. It also highlights that no matter how many times you proofread, a typo can still slip through.
I LOVED your email spotify wrapped feature!
Just got the latest edition of Try and Reply! Looks awesome – best one yet!
Successful email campaigns go beyond just hitting ‘send’—they require a solid understanding of the numbers and strategic adjustments to drive data-informed decisions.
Campaign reporting should deliver in-depth insights and analysis for marketers, creatives, developers, and stakeholders to enable them to improve on identified successes and learn from past performance.
Questions, suggestions or takeaways to share? Email sender@tryandreply.email