Email Marketing Analytics and Testing - Web Association May 25, 2011
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The document discusses key metrics for email marketing analytics, emphasizing the importance of measuring engagement beyond basic open and click rates. It highlights the need for a structured approach to tagging and segmentation to evaluate user value effectively and proposes various testing strategies to optimize campaign performance. Additional resources for further information on email testing and analytics are also provided.
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Email Marketing Analytics and Testing - Web Association May 25, 2011
- 1. Email Marketing Analytics & Testing Scott Mowery Search & Online Marketing Manager Cleveland Clinic May 25, 2011
- 3. Basic Email Marketing Metrics Deliverability Open Rate Clickthrough Rate Effective Rate Pre-Visit Measures 60% of email marketers use only these metrics (Source: Forrester Research)
- 4. Why Get Beyond Opens and Clicks? Learn more about users Boost program efficiency Justify your budget Job security Object: Measure engagement and conversions by segmenting your traffic
- 5. Measure Levels of Interaction Recency & Frequency Bounce Rate User-Generated Content Social Media Sharing Creating a user account Lead Generation Orders & Revenue Pre-Visit Measures Engagement Measures
- 6. 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 Pre-Visit Measures Engagement Measures Subscriber Level Measures
- 7. 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 More Info on Tagging Email Campaigns: bit.ly/emailtag1 bit.ly/emailtag2 bit.ly/emailtag3
- 9. Why Should You Test?
- 10. Why Don’t We Test?
- 11. 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.
- 12. Subject Lines & Sender Calls to Action Design & Imagery Body Copy Offers Timing Testing Elements Get Examples of Each Email Testing Element: slidesha.re/emailtestingelements
- 13. Testing Optimization Process Plan Source: Forrester Research, Inc. Design Develop QA Launch Analyze Act Document Pre-Send Optimization Send & Post-Send Optimization
- 14. Data trumps opinions State a hypothesis, not scenarios Establish goals/decisions Take big swings Remember the 6 P’s Be a testing evangelist Plan Design Develop QA Pre-Send Optimization Tips
- 15. Measure to multiple goals Strive for statistical significance Archive results Not all emails are equal Retest your findings Bring out the next challenger Launch Analyze Act Document Send & Post-Send Optimization Tips
- 16. ABTests.com & WhichTestWon.com Your inbox A/B Test Calculator (bit.ly/abtestcalc) #email, #emailmarketing and #measure Other Email Analytics Resources
- 17. Scott Mowery [email_address] @scottmowery View this deck on slidesha.re/mowery110525 clevelandclinic.org Facebook.com/clevelandclinic Twitter.com/clevelandclinic YouTube.com/clevelandclinic Thank You!