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Email Marketing Analytics and Testing - Web Association May 25, 2011
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Email Marketing Analytics & Testing Scott Mowery Search & Online Marketing Manager Cleveland Clinic May 25, 2011
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Presentation on Email Marketing Analytics and Testing for the Cleveland Web Association luncheon on Email Marketing from May 25, 2011.
Transcript of Email Marketing Analytics and Testing - Web Association May 25, 2011
Email MarketingAnalytics & Testing
Scott MowerySearch & Online Marketing Manager
Cleveland ClinicMay 25, 2011
EMAIL ANALYTICS
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Basic Email Marketing Metrics
• Deliverability• Open Rate• Clickthrough Rate• Effective Rate
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Pre-Visit Measures
60% of email marketers use only these metrics(Source: Forrester Research)
Why Get Beyond Opens and Clicks?
• Learn more about users• Boost program efficiency• Justify your budget• Job security
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Object: Measure engagement and conversions by segmenting your traffic
Measure Levels of Interaction
• Recency & Frequency• Bounce Rate• User-Generated Content• Social Media Sharing• Creating a user account• Lead Generation• Orders & Revenue
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Pre-Visit Measures
Engagement Measures
What is the Value of Your Users?
• Churn Rate• Average Order Value• Average Subscriber Value• Cost per Lead• Cost per Order• Revenue Over 12 months• Lifetime Value
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Pre-Visit Measures
Engagement Measures
Subscriber Level Measures
• Consistent tagging structure– Campaign, Medium, Source, Content
• Each message should have unique tagging• Allow roll up and drill down measures• Focus on critical, actionable metrics
Analytics Suggestions
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More Info on Tagging Email Campaigns: bit.ly/emailtag1 bit.ly/emailtag2 bit.ly/emailtag3
EMAIL TESTING
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Why Should You Test?
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Why Don’t We Test?
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Testing Formats
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VS.
A/B Split Test Multivariate Test
Two recipes;Test one variable at a time
3 x 3 x 3 = 27 recipesMore Recipes = Longer Test
• Subject Lines & Sender• Calls to Action• Design & Imagery• Body Copy• Offers• Timing
Testing Elements
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Get Examples of EachEmail Testing Element:
slidesha.re/emailtestingelements
Testing Optimization Process
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Plan
Source: Forrester Research, Inc.
Design Develop QA
Launch Analyze Act Document
Pre-Send Optimization
Send & Post-Send Optimization
• Data trumps opinions• State a hypothesis, not scenarios• Establish goals/decisions• Take big swings• Remember the 6 P’s• Be a testing evangelist
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Plan Design Develop QA
Pre-Send Optimization Tips
• Measure to multiple goals• Strive for statistical significance• Archive results• Not all emails are equal• Retest your findings• Bring out the next challenger
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Launch Analyze Act Document
Send & Post-Send Optimization Tips
• ABTests.com & WhichTestWon.com• Your inbox• A/B Test Calculator (bit.ly/abtestcalc) • #email, #emailmarketing and #measure
Other Email Analytics Resources
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Scott [email protected] @scottmowery
View this deck on slidesha.re/mowery110525
clevelandclinic.orgFacebook.com/clevelandclinic
Twitter.com/clevelandclinicYouTube.com/clevelandclinic
Thank You!
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