Presentation title

Email Analytics Measuring the success of your email campaigns

Rechenda Smith, Head of Email Marketing

@rechendasmith

Content

• Common email KPIs

• Other KPIs

• Sender analytics

• Recipient analytics

• Superman analytics

• Want more?

Introductions

Common email KPIs

1. Customer retention

Tactics: useful content, customer satisfaction surveys, deals and

discounts, offer giveaways and contests

Measurement: number of repeat purchases, time between purchases,

average transaction value, customer lifetime value,

frequency of purchase and transaction recency.

2. Customer acquisition

Tactics: Forward to friend links, social media links, events, LinkedIn,

your current website

Measurement: percentage of new visitors to your site, overall growth of your

email list, average number of page views per visitor, cost per

visitor, average number of visits per visitor, etc

3. Brand awareness

Tactics: Bespoke template, consistent sender details, consistent

layout, relevant and useful content, Forward to a Friend

Measurement: Open and click-through rates, Forward to a Friend rates,

customer surveys

4. Lead nurturing

Tactics: Useful and relevant content, offers and incentives,

competitions, Forward to Friend incentives

Measurement: Click-through rates, conversion rates, time to customer

conversion or the length of time it takes for a lead to become

a customer, cost spent to obtain each customer

Common client KPIs

• # enquiries

• # sales

• Activity time (4 weeks later…)

• Forward to a friend rates

• Re-engagement rates

• Brand awareness

• Opens (20%)

• Clicks (4%)

• OTC rate

• Bounce rate

• Event attendees

• Doc/guide downloads

Other KPIs

Delivery rate

Number of emails sent – number of bounce backs / emails sent

“Did we ever stand a chance at success?”

Bounce backs are not the best way to measure deliverability. The emails might

have been delivered but just ended up in the spam box where they never stood

a chance of being opened.

Click-to-deliver rate (CTDR) Number of clicks / emails delivered

The key measure of the quality of your email list, content and design.

Segmenting this metric is really powerful. You can learn whether text messages

or messages with images get a higher CTDR. You can compare customers in

geographically; benchmark results between new and existing customers. This

should drive aggressive experimentation of email content / offers / targeting.

Subscriber retention rate Track opens, clicks, unsubscribe, bounce and complaint rates over time

Are you holding court?

This measures the technical effectiveness of your email campaigns over time

(seen as a reduction of bounce backs) and the relevance of your messages

(reducing unsubscribe rates).

Sender analytics

Email service provider (ESP) analytics

Open to click rate

Top links pie chart

Postcode plotter

Campaign

comparison

tools

Bounce activity

Recipient analytics

Gmail Meter See your own email habits

Monthly report emailed to you showing:

volume statistics, daily traffic, traffic pattern, email

categories, time before first response, thread

lengths, word count, top senders and top recipients

http://gmailblog.blogspot.co.uk/2012/04/know-your-gmail-stats-using-gmail-meter.html

Priority Inbox Finds the important emails for you

Intuitive inbox system, ranks emails in order or

past popularity rather than date. Automatic

sorting makes predictions over time.

Action:

Ask recipient to mark emails as important

(same as Facebook), good content, good data

Automatic organiser

Sweep

Outlook: Xobni

Free plug-in for Outlook,

Gmail, Android, iPhone

and Blackberry.

http://www.xobni.com/

Superman analytics

Who actually

read your email?

What email

client did they

use?

Forwarding and printing

Incredible though it may seem, Litmus can

even tell you if your subscribers printed or

forwarded your message. And they track

natural forwards (someone using the

‘forward’ button in their email client), not

those done via a Forward to a Friend link.

No other tool is able to track this metric.

How it works:

“We provide you with a snippet of HTML code to add to your

email template. Our email analytics are compatible with any

email marketing software—just include our code and start

collecting real-time behavioural data on your next campaign.”

$300 a month

REMEMBER…

You can’t measure everything

…but you can keep your boss happy by setting realistic KPIs

Want more?

24th July 2012 Grow your Business with Email Marketing

St John’s Innovation Centre, Cambridge

www.littlegreenplane.com/seminars

Questions