simple metrics for email campaign success
TRANSCRIPT
SeanO’DonovanChiefMarketingOfficer
MichaelHardwickeBrownDigitalMarketingManager
aaEmailMarketingBootcampforCreditUnionsWebinar#2:SimpleMetricsforEmailCampaignSuccess
WhyMaketheTimetoMeasureEmailMetrics?
MeasurethesuccessofyourcampaignEmaileffectivenessIdentifyopportunitiesforimprovementTrackprogresstowardsyourgoals(e.g.increaseloanrevenue)
TheMathematics:DerivingtheRatiosDeliveryRate=Delivered÷ SentHardBounceRate=HardBounces÷ SentOpenRate=Opened÷ DeliveredClickRate=Clicked÷ DeliveredClick-to-OpenRate(CTO)=Clicked÷ Opened
DeliveryRateHowmanyemailsreachyourmembersinboxesCampaignscanonlybeeffectiveifyouremailsreachinboxesandgetread
Tip: Lookatagroupofemailsratherthanindividuals
BoostingYourDeliveryRates
Improvethequalityofyourlists• Removeprevioushardbounces• Removecontactsthathavenotopenedorclickedoveralongperiodoftime
• Payattentiontoyourautomaticreplies
Loweryoursendsize• Breakyoursendsizeupintosmallersegments– 2500peremail
Tip: Addyourcompanynametothe“from”nameE.g.Changefrom‘CustomerSupport’to‘ABCCreditUnion’
HardBounceRate
MeasuresthenumberofpeoplethatyousenttowhohaveapermanenterrorPrimarilyindicativeofyourlistquality
OpenRateNumberofemailsopened
Highlyinfluencedby:• ListSelection:morerelevantcontent=higheropenrate• Subjectlines
ImprovingYourOpenRate
ImplementSegmentation• Sendrelevantemailstotherightpeople
MakehypothesisdrivenA/Btestingpartofyourroutine
Fact: Only18%offinancialservicesorganizationsusesegmentation
ClickRate&ClickToOpenRate
HowmanypeopletooktheactionintendedintheemailPrimaryaffectedbyyouremailcontent
TurbochargeYourClickRates
CONTENTISKING• Doesyourcontentalignwiththereader’sexpectations• Lessismore- makecontentconsumable in8secondsorless• Testyourcontentanddesign
AddaclearCall-to-Action
MoreMetricstoPaintthePicture
UnsubscribesConversionsComplaintsEngagementovertimeTimespentviewingDevicetypeOpendate&timeListgrowthANDMUCHMORE
KeyFocus: DELIVERY,OPENS,CLICKS
Afewbonusinsights
TimeofdayisinsignificantcomparetopropertargetingResponsive DOESmatterWhenstarting,expectlowerdeliveryandhigherunsubscriberates
Signupforwebinar#3:PreviewDoxim EmailMarketingThursday,September8th@2:00PMEST
All-in-oneemailmarketingplatformwithpowerfulfeatures- Creategreatlooking,personalizedHMTL
emailswithdynamiccontent- Ensuremobile-friendlyresultswith
responsivetemplates- Increasecustomerengagementwith
eventsandsurveys- Monitorandadjustcampaignswithin-
depthreporting- Automatecampaignsusingdatatriggers.
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