Email Marketing Metrics to Watch... and a Few to Ignore
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Jessica Best Digital Marketing Evangelist [email protected] Email Marketing Metrics to Watch @emfluence or @bestofjess From Open (Rates) to Close (Sales)
Transcript of Email Marketing Metrics to Watch... and a Few to Ignore
Jessica BestDigital Marketing Evangelist
Email Marketing Metrics to Watch
@emfluence or @bestofjess
From Open (Rates) to Close (Sales)
@bestofjess @emfluence
Email can send direct: At the time that it’s most relevant to the recipient
With the products/content that are personalized
Can track individual recipient engagement
… and automate your follow up
Email gets delivered: Average email read rate: 25-30%
(compared to < 10% with social media)
Why Email Marketing Matters in 2014 and beyond
@bestofjess @emfluence
It’s 2014… Why Email?
Why Email Marketing Matters in 2014 and beyond
@bestofjess @emfluence
It’s 2014… Why Email?
Why Email Marketing Matters in 2014 and beyond
@bestofjess @emfluence
How do you know if you’re earning your $28 Return on Investment?
Email Marketing Metrics to Watch
@bestofjess @emfluence
First, the basics: Open Rate (or View Rate)
Email Marketing Metrics to Watch
@bestofjess @emfluence
First, the basics: Click Through Rate (Unique, Total & Click-to-Open)
Email Marketing Metrics to Watch
@bestofjess @emfluence
First, the basics: Link Clicks
Email Marketing Metrics to Watch
@bestofjess @emfluence
2.0: Click-to-View Rate
Email Marketing Metrics to Watch
@bestofjess @emfluence
First, the basics: Bounces, Opt outs, Complaints
Email Marketing Metrics to Watch
@bestofjess @emfluence
Next, Segment Metrics: Which audience engaged most?
Email Marketing Metrics to Watch
@bestofjess @emfluence
Design for your audience: Where are they opening?
Email Marketing Metrics to Watch
@bestofjess @emfluence
And everyone’s talking about going Mobile
Email Marketing Metrics to Watch
Business-to-Business
Desktop 79.4%
Mobile 20.6%
Business-to-Consumer
Desktop 49%
Mobile 51%
@bestofjess @emfluence
But a caveat about iOS…
Email Marketing Metrics to Watch
@bestofjess @emfluence
Finding & re-engaging Inactives
Email Marketing Metrics to Watch
Inactive40%
@bestofjess @emfluence
Deliverability is a constant battle
Email Marketing Metrics to Watch
Source: Return Path 2014
@bestofjess @emfluence
Deliverability is a constant battle
Email Marketing Metrics to Watch
Source: Return Path
Source: emfluence
@bestofjess @emfluence
Tying Clicks to Traffic (and Sales)
Email Marketing Metrics to Watch
http://analytics.blogspot.com/2009/03/tips-for-tracking-email-marketing.html
@bestofjess @emfluence
Acquisition metrics: gaining the opt-in
Email Marketing Metrics to Watch
@bestofjess @emfluence
Acquisition metrics: gaining the opt-in
Email Marketing Metrics to Watch
@bestofjess @emfluence
Acquisition metrics: the cost of opt-in
Customer Acquisition Cost
vs.
Lifetime Value of an Email Address &
Revenue per Email
Email Marketing Metrics to Watch
@bestofjess @emfluence
Email ROI metric: the value of the opt-in
Email Marketing Metrics to Watch
@bestofjess @emfluence
Metrics you can basically ignore: Instead use:
“Delivered” or “delivery rate” Inbox placement rate
Soft bounce rate Hard bounce rate
“Raw” click-through rate Click-to-open rate
Email Marketing Metrics to (Not) Watch
@bestofjess @emfluence
If you only get 5…
The Top 5 Email Marketing Metrics to Act On
Rate of list growth
Inactive %
Opens and click-to-open rate
Time spent on your website
Revenue! (ROI)
Email Marketing Metrics to Watch
@bestofjess @emfluence
Other awesome resources on email marketing metrics:
http://blog.returnpath.com/blog/gabriel-gastaud/the-email-marketing-metrics-for-decision-making
http://blog.hubspot.com/blog/tabid/6307/bid/34054/The-6-Marketing-Metrics-Your-CEO-Actually-Cares-About-Cheat-Sheet.aspx
& if you want it ALL in GA (works in all/most email platforms): http://www.lunametrics.com/blog/2013/06/17/email-tracking-google-analytics
Email Marketing Metrics to Watch
Jessica BestDigital Marketing Evangelist
Email Marketing Metrics to Watch
@emfluence or @bestofjess
From Open (Rates) to Closed (Sales)
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