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IRCE2009 - MailChimp

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Ben Chestnut
Ben Chestnut

I was asked to give an overview of what e-retailers on MailChimp measure to determine success of their email campaigns.

BusinessTechnologie
1 von 57
So, did that work? Measuring Email Campaign Effectiveness
• Co-founder of MailChimp • DIY email marketing tool for ~80,000 “power users” around the globe • E-retailers are our #2 largest audience by revenue, and our favorite customer type.
Because you’re scientists • Always curious, always learning, always testing, always focused on results. • Tech savvy (you never call for help). • you LOVE STATS
What our customers sell
Which stats they track...
Which stats they track... • Opens
Which stats they track... • Opens • Clicks
Which stats they track... • Opens • Clicks • Revenue
Which stats they track... • Opens • Clicks • Revenue • Conversions
Which stats they track... • Opens • Clicks • Revenue • Conversions • ROI
Which stats they track... • Opens • Clicks • Revenue • Conversions • ROI • Bounces
Which stats they track... • Opens • A/B test results • Clicks • Revenue • Conversions • ROI • Bounces
Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Conversions • ROI • Bounces
Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • ROI • Bounces
Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Bounces
Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Industry Comparison • Bounces
Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Industry Comparison • Bounces • Who didnʼt open
also... • Abuse reports • Who didnʼt open the last x campaigns • Who opened • Landing page • Who opened the last x performance campaigns • Re-tweets • Geolocation • Influential referrers
(the one stat they all watched)
which stats should you focus on?
Depends on 2 things • The type of campaign(s) youʼre sending • Your business goals
EXAMPLES
RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website
RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website
• Revenue.
• Revenue.
• Open rate • Forwards • Site traffic
• Open rate • Forwards • Site traffic
www.thesecretchocolatier.com
• A/B test results: Time of open • In-store traffic • Sales • Best- performing segments
• A/B test results: Time of open • In-store traffic • Sales • Best- performing segments
• Traffic generated from top influential bloggers
• Traffic generated from top influential bloggers
Photo courtesy Jeremiah Ketner http://www.flickr.com/photos/smallandround/
• Clicks • Sales
• Clicks • Sales
Photo courtesy Hilary McHone http://www.flickr.com/photos/hilabean/
• Tweets vs sales
• Tweets vs sales
Useful, well priced, Success! but boring. Well-priced, exciting. FAIL. Price too high
• Successful deliveries • Resulting orders from landing pages
• Successful deliveries • Resulting orders from landing pages
GOODIES! • mailchimp.com/charts • mailchimp.com/reports • mailchimp.com/analytics360

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IRCE2009 - MailChimp

  • 1. So, did that work? Measuring Email Campaign Effectiveness
  • 2. • Co-founder of MailChimp • DIY email marketing tool for ~80,000 “power users” around the globe • E-retailers are our #2 largest audience by revenue, and our favorite customer type.
  • 3. Because you’re scientists • Always curious, always learning, always testing, always focused on results. • Tech savvy (you never call for help). • you LOVE STATS
  • 5. Which stats they track...
  • 6. Which stats they track... • Opens
  • 7. Which stats they track... • Opens • Clicks
  • 8. Which stats they track... • Opens • Clicks • Revenue
  • 9. Which stats they track... • Opens • Clicks • Revenue • Conversions
  • 10. Which stats they track... • Opens • Clicks • Revenue • Conversions • ROI
  • 11. Which stats they track... • Opens • Clicks • Revenue • Conversions • ROI • Bounces
  • 12. Which stats they track... • Opens • A/B test results • Clicks • Revenue • Conversions • ROI • Bounces
  • 13. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Conversions • ROI • Bounces
  • 14. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • ROI • Bounces
  • 15. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Bounces
  • 16. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Industry Comparison • Bounces
  • 17. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Industry Comparison • Bounces • Who didnʼt open
  • 18. also... • Abuse reports • Who didnʼt open the last x campaigns • Who opened • Landing page • Who opened the last x performance campaigns • Re-tweets • Geolocation • Influential referrers
  • 19.
  • 20. (the one stat they all watched)
  • 22. Depends on 2 things • The type of campaign(s) youʼre sending • Your business goals
  • 23.
  • 25.
  • 26. RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website
  • 27. RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website
  • 30.
  • 31. • Open rate • Forwards • Site traffic
  • 32. • Open rate • Forwards • Site traffic
  • 33.
  • 35. • A/B test results: Time of open • In-store traffic • Sales • Best- performing segments
  • 36. • A/B test results: Time of open • In-store traffic • Sales • Best- performing segments
  • 37.
  • 38.
  • 39. • Traffic generated from top influential bloggers
  • 40. • Traffic generated from top influential bloggers
  • 41.
  • 42.
  • 43. Photo courtesy Jeremiah Ketner http://www.flickr.com/photos/smallandround/
  • 44. • Clicks • Sales
  • 45. • Clicks • Sales
  • 46.
  • 47. Photo courtesy Hilary McHone http://www.flickr.com/photos/hilabean/
  • 48. • Tweets vs sales
  • 49. • Tweets vs sales
  • 50.
  • 51.
  • 52.
  • 53. Useful, well priced, Success! but boring. Well-priced, exciting. FAIL. Price too high
  • 54.
  • 55. • Successful deliveries • Resulting orders from landing pages
  • 56. • Successful deliveries • Resulting orders from landing pages