In order to truly measure the success of your email campaigns you need to look beyond the open and the click.
By measuring other metrics that are specific to your goals you will not only be able to assess the value of your campaigns, but also justify your email marketing activity as a whole.
This will help you to achieve buy in from senior members and to improve your email campaigns moving forwards.
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The Challenge
“We are currently measuring our email
campaigns via opens and clicks, however we
are becoming increasingly aware that these
metrics are not sufficient to justify the value of
our email campaigns.
We need to be able to track metrics that can
justify our email activity as well as further spend
in this area over other channels.”
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The Solution
Look beyond the open and the click!
Measure metrics that are specific to your goals
to assess value and justify activity
You can then achieve buy in and improve
campaigns moving forwards
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• What to do before you start measuring
• What should you be looking at in your
reporting, post campaign?
• What can you learn from what you see?
• How can you use that information in your next
campaign to improve your results?
• Questions
What we’ll cover today
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• Set goals
• Write a goal statement
• Include your current metrics
• Utilise industry averages
• Ensure your goals are SMART
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• What does reporting mean?
• How can you gain insight from what you
are looking at?
• There are lots of reporting option – what
should you be looking at?
• Link back to the original goals you have
set and see how your campaigns have
performed
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Key Takeaways
• Set a small business goal per campaign
• Learn from your reporting
• Use that information in your campaigns to
improve your results
• Download The Simplified Guide to Email
Measurement
Simplified.pure360.com
In this webinar, I will explain why you should look beyond the open and click rate when it comes to measuring your campaigns.
I will also show you the metrics necessary to justify popular email campaigns, as well as those that will help you achieve buy-in from senior members, and improve your strategy moving forwards.
-What should you be looking at in your reporting after a campaign?-What can you learn from that?-How can you use that information in your next campaign to improve your results?
In order to truly measure the success of your email campaigns you need to look beyond the open and the click. By measuring other metrics that are specific to your goals you will not only be able to assess the value of your campaigns, but also justify your email marketing activity as a whole.
- How to set goals and benchmarks based on the information you have
- How to ensure you are measuring the basics correctly
- How to prove ROI using monetary metrics
- How to measure metrics which are useful for campaign-specific reporting
- Which metrics to be cautious of
Bounce Rate – couldn’t be delivered / uncover deliverability issues / sending reputation
Deliverability Rate – have to get the message in their inbox – ITS / Spam Test / Inbox preview
CTR – proportion of the recipients who have actually clicked on the email content / is the content relevant / call to actions? Mobile responsive
Last time Walk the Walk sent an email they report a 68% open rate. Couple this with an 86% click through rate and it’s no wonder the charity are so chuffed with their email marketing software. Onwards and upwards!
From the reporting by device functionality the team can see that more and more recipients are opening their emails on mobile devices, they are consequently working closely with Pure360 to ensure that their emails are optimised accordingly.
The other reporting features that Natasha and the team rely on are subject line selector which enables Direct Beauty Products to pick different subject lines to enable PureResponse to select the most effective and use that one for the entire campaign send. As well as the heat maps which show where recipients have clicked helping the team to adapt future emails based on the results provided.
The ROI for Direct Beauty Product’s email campaigns has averaged 3000% since moving to Pure360 five months ago. The team are also seeing good customer retention.
Bounce rate
Delivery rate
Click through rate (CTR)
Conversion rate
List growth rate
New (or total) leads generated
Deep Blue Sports = http://www.pure360.com/email/customer-success/case-studies/Deep-Blue-Sports-highly-targeted-emails-for-sports-savvy-subscribers
The Gift Experience = http://www.pure360.com/email/customer-success/case-studies/The-Gift-Experience-sending-intelligent-email-campaigns-to-increase-sales-by-17
What do they do next. Pick examples form last time maybe. E.g less traffic on the site meant we needed to look at open/clicks and we saw opens were low. Looked at response timeline and this time we are using ITS. I think we should link it to the ‘client’ eg again