IRCE2009 - MailChimp
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I was asked to give an overview of what e-retailers on MailChimp measure to determine success of their email campaigns.
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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
- 4. What our customers sell
- 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
- 20. (the one stat they all watched)
- 21. which stats should you focus on?
- 22. Depends on 2 things • The type of campaign(s) youʼre sending • Your business goals
- 24. EXAMPLES
- 26. RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website
- 27. RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website
- 28. • Revenue.
- 29. • Revenue.
- 31. • Open rate • Forwards • Site traffic
- 32. • Open rate • Forwards • Site traffic
- 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
- 39. • Traffic generated from top influential bloggers
- 40. • Traffic generated from top influential bloggers
- 43. Photo courtesy Jeremiah Ketner http://www.flickr.com/photos/smallandround/
- 44. • Clicks • Sales
- 45. • Clicks • Sales
- 47. Photo courtesy Hilary McHone http://www.flickr.com/photos/hilabean/
- 48. • Tweets vs sales
- 49. • Tweets vs sales
- 53. Useful, well priced, Success! but boring. Well-priced, exciting. FAIL. Price too high
- 55. • Successful deliveries • Resulting orders from landing pages
- 56. • Successful deliveries • Resulting orders from landing pages
- 57. GOODIES! • mailchimp.com/charts • mailchimp.com/reports • mailchimp.com/analytics360