How to measure & optimize emails engagement rate

Step 1: Login to Quantify Ninja

Login using LastPass or the password your manager gave you.

Step 2: Go to Automated Messages

Click on Automated Messages on the side menu.

Step 3: Observe the data in the table summary

To measure ENR we will be interested in 2 details only:

Template Name — located in a column called Template Name.

Number of sent emails — located in the Open Rate column.

The data will be in the following format - 45.9% (56/122) — in this example the template was sent 122 times, opened 56 times, to make it an opening rate of 45.9% — We are only interested in the number of emails sent, i.e., the 122 in this case.

Step 4: Record all templates data

So we don't lose the data we have, add the emails sent to the data section in this portal, right here.

Next we're going to update the number of emails customers responded to.

Step 5: Go to the Gmail that's connected to Seller Central Account

It's important that you'll have access to the email where customer messages are received from Amazon. Use LastPass to connect, or the password your seller gave you.

Step 6: Search for Customer Replies

In the gmail search bar, type the following:

from: (*@marketplace.amazon.com*) subject: (Re: [Title of your Template])

For example — if your title is "Thanks for your purchase", you should search

from: (*@marketplace.amazon.com*) subject: (Re: Thanks for your purchase)

Note!

If you can't search for them easily, use the simple search from: (*@marketplace.amazon.com*), and count only the relevant subjects.

Also, if 2 different templates share the same title YOU CAN'T MEASURE Engagement Rate for them - you should skip them.

Step 7: Count the Customer Messages and update

In the search result, count the number of replies this template received from the last date of update, where it's updated to present.

Add that number to the number you see in the table, and receive the total number of replies.

Step 8: Compute Engagement Rate to all templates

Divide the Number of Replies / Number of Sent and get Engagement Rate - add it to the table.When you finished updating the table, change the Last Updated date to the date of today.

After update, change the Last Updated date to the date of today.

Step 9: Decide if any template needs improving

If any email engagement rate falls below the desired KPI alert your seller, and decide if it needs optimizing.

NOTE — You can't make any decision if less than 100 emails were sent for a specific title.

Do any of the templates need improvement?

If the answer is NO — the SOP ends.

If the answer is YES — proceed to next steps.

Step 10: Record the template you're about to change.

• 1. Copy template content from the template interface in Ninja.

  2. Paste the template to a new Word document.

  3. Add the Title and any other details you want to save.

  4. Save the word document, and name it after the template.

  5. So we don't lose the data we have, save the template in the bottom of the page, to the data section in this portal, right here.

  6. Templates that are not active anymore, remove from the Active table, and move to the Inactive.

Step 11: Create an experiment basing on that template

• 1. Decide on experiment for the template.

  2. Change the Word template according to that experiment.

  3. Create a Word & HTML template according to the SOP for new template creation.

Step 12: Activate the new template in Ninja

Copy the new template instead of the old template.