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Email Marketing Analytics and Testing - Web Association May 25, 2011

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Scott Mowery
Scott Mowery

Presentation on Email Marketing Analytics and Testing for the Cleveland Web Association luncheon on Email Marketing from May 25, 2011.

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Email Marketing Analytics & Testing Scott Mowery Search & Online Marketing Manager Cleveland Clinic May 25, 2011
EMAIL ANALYTICS
Basic Email Marketing Metrics ,[object Object],[object Object],[object Object],[object Object],Pre-Visit Measures 60% of email marketers use only these metrics (Source: Forrester Research)
Why Get Beyond Opens and Clicks? ,[object Object],[object Object],[object Object],[object Object],Object: Measure engagement and conversions by segmenting your traffic
Measure Levels of Interaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pre-Visit Measures Engagement Measures
What is the Value of Your Users? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pre-Visit Measures Engagement Measures Subscriber Level Measures
[object Object],[object Object],[object Object],[object Object],[object Object],Analytics Suggestions More Info on Tagging Email Campaigns: bit.ly/emailtag1 bit.ly/emailtag2 bit.ly/emailtag3
EMAIL TESTING
Why Should You Test?
Why Don’t We Test?
Testing Formats A/B Split Test Multivariate Test Two recipes; Test one variable at a time 3 x 3 x 3 = 27 recipes More Recipes = Longer Test VS.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Testing Elements Get Examples of Each Email Testing Element: slidesha.re/emailtestingelements
Testing Optimization Process Plan Source: Forrester Research, Inc. Design Develop QA Launch Analyze Act Document Pre-Send Optimization Send & Post-Send Optimization
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plan Design Develop QA Pre-Send Optimization Tips
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Launch Analyze Act Document Send & Post-Send Optimization Tips
[object Object],[object Object],[object Object],[object Object],Other Email Analytics Resources
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Thank You!

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Email Marketing Analytics and Testing - Web Association May 25, 2011