Utilizing Email Analytics to Improve Performance
0 likes351 views
The Advanced Email Marketing Summit held on June 22nd and 23rd focuses on enhancing customer experience through personalized email marketing strategies and the effective use of first-party data. Key topics include leveraging live content, setting up a martech stack, and utilizing email analytics for performance improvement. The event features expert panels and case studies aimed at addressing common data challenges and optimizing email marketing efforts.
Utilizing Email Analytics to Improve Performance
- 1. The Advanced Email Marketing Summit DAY 1 - TUESDAY, JUNE 22ND Email to Cross-Channel: Delivering the Ultimate Personalized Customer Experience 10-10:45am PT | 1-1:45pm ET Leverage Live Content to Create Dynamic Emails 10:50-11:35am PT | 1:50-2:35pm ET Client Case Study: Using First-Party Data for Paid Media Campaigns 11:40-12:25pm PT | 2:40-3:25pm ET DAY 2 - WEDNESDAY, JUNE 23RD Setting up a Martech Stack for Your Email Success Panel 10-10:45am PT | 1-1:45pm ET Upleveling your Email Experience with Personalization and ESPs 10:50-11:35am PT | 1:50-2:35pm ET Utilizing Email Analytics to Improve Performance 11:40-12:25pm PT | 2:40-3:25pm ET
- 3. Today’s Logistics Kerry Mallett Webinar Coordinator Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
- 4. Tinuiti is the largest independent performance marketing agency across the Triopoly. Employees Media managed Award-winning culture* $2B #1 800+ 4 *AdAge Best Places to Work 2019-2021
- 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 6. Our Speakers ANANDA FARGE Strategist, CRM & Email GIDI VIGO Senior Director of Product
- 7. Agenda ● Understanding the big picture and common data challenges ● Deciphering KPIs and what they reveal ● Testing and optimization 7
- 8. What is the most important metric you measure in your email program? ● Open rate ● Conversion rate ● Click-through rate ● A different KPI POLL
- 9. Common Data Challenges Big picture thinking 9
- 10. Reporting in a post-Covid world YoY (Year-over-Year) data ● How did your company adapt to last year’s crisis? ● Were there heavy discounts? ● Store closures that led to more online purchases? ● Impact of stimulus checks on revenue boosts? ● Impact on engagement: did working from home or caring for families impact the audience activity? ● Influx of new subscribers? Every analysis should take into consideration that the economic and global context have not remained consistent and reporting is no longer apples to apples 10
- 11. Screenshot Can you trust your data? ATTRIBUTION MODELS ● Has your conversion tracking remained consistent? ● Have the same standards been applied over time? ● Taking into account changes in technology, ESP migrations, and establishing a source of truth is key. >> MOBIUS Tinuiti’s reporting platform tracks historical data from both ESP’s and Google Analytics, and allows to create custom views and filters. Easily review the big picture and narrow down to details with campaign summaries and period comparisons. 11
- 12. Key KPIs What the data reveals 12
- 13. What To Watch For 13 Total Revenue AOV Unsubscribes Bounces Complaints Click-Through Rate Open Rate Revenue per Delivered Conversion Rate
- 14. What To Watch For REVENUE LIST HEALTH ENGAGEMENT 14 Total Revenue AOV Unsubscribes Bounces Complaints Click-Through Rate Open Rate Revenue per Delivered Conversion Rate
- 15. Email Program Performance ASSESSING PERFORMANCE ● Revenue is not the only indicator of performance ● List health is the foundation of a healthy email program: optimal deliverability is key ● Engagement is also an essential measure to identify actionable insights ENGAGEMENT LIST HEALTH REVENUE EMAIL PERFORMANCE 15
- 17. One way to start an optimization program 17
- 18. Know your conversion funnel 18 Deliver Open Click Convert
- 19. ● Audience segmentation ● Personalization ● Cadence & timeliness ● Testing ○ Subject line ○ From name ○ Time of send ● Implement list health best practices Improving Open Rate
- 20. ● Design ● CTA ● Content ● Nature of incentives ● Personalization ● Cadence ● Showing/hiding the price in recommendation widget Improving Click-Through Rate 20
- 21. ● Nature of the offer/incentive ● Website UX ● Landing pages ● Reducing “barriers” between the click and conversion Improving Conversion Rate
- 22. 22 We help brands quickly deliver and test personalized, optimized, and synchronized digital customer experiences. A Leader for the third year in a row in Gartner’s 2020 MQ for Personalization Engines Experience Agility ● Founded: 2011 ● Corporate Headquarters: New York, USA ● R&D Center: Tel Aviv, Israel ● Additional Offices: Berlin, London, Paris, San Francisco, Moscow, Barcelona, Japan
- 23. We’ve learned a lot from the Dynamic Yield customer base 23
- 24. So what’s better? Brand X: +18% CTR by hiding the price
- 25. So what’s better? Brand X: +18% CTR by hiding the price Brand Y: -16% CTR by hiding the price
- 26. So what’s better? Brand X: +18% CTR by hiding the price Brand Y: -16% CTR by hiding the price
- 27. So what’s better? Brand X: +18% CTR by hiding the price Brand Y: -16% CTR by hiding the price Test!
- 28. Looking at the granularity LOOK AT THE TOP - AND BOTTOM -PERFORMERS ● There are valuable insights from top to bottom ● Low performance can reveal a disconnect between the marketing intention and audience ● Takeaways are a good starting point to develop a testing strategy SEGMENTATION ● Analyze revenue per delivery: is that segmentation worth it? What is the ROI? ● Take into account the customer lifecycle and repeat purchase rate (first time buyers vs. repeat, vs. never purchased, loyalty members vs. none…) ● Track long term: is this segment a good investment of time and effort? 28
- 29. More from a basic analysis Variation Users Clicks CTR Show price (Winner!) 10K 2,000 20% Hide price 10K 1,900 19%
- 30. Secondary metrics might tell a different story Variation Users Clicks CTR Purchases Revenue AOV Show price (Winner!) 10K 2,000 20% 180 $5,000 $28 Hide price 10K 1,900 19% 220 $7,000 $32
- 31. Find personalization opportunities Segment Variation Users Clicks CTR All Users Show price (Winner!) 10K 2,000 20% Hide price 10K 1,900 19% Purchased Show price (Winner!) 4K 1,000 25% Hide price 4K 700 18% Never Purchased Show price 6K 1,000 17% Hide price (Winner!) 6K 1,200 20%
- 32. ● Be mindful not to jump to conclusions by comparing this year’s data to 2020 ● Understand how metrics allow you to measure the health of your email program and develop a holistic approach to analyzing data ● Design your testing backlog based on data ● Go deeper with the analysis by looking at secondary metrics and break down the results by segments Key Takeaways
- 33. Schedule Your Consultation with an Email Expert
- 34. Q&A
- 36. Thank you!
- 37. The Advanced Email Marketing Summit DAY 1 - TUESDAY, JUNE 22ND Email to Cross-Channel: Delivering the Ultimate Personalized Customer Experience 10-10:45am PT | 1-1:45pm ET Leverage Live Content to Create Dynamic Emails 10:50-11:35am PT | 1:50-2:35pm ET Client Case Study: Using First-Party Data for Paid Media Campaigns 11:40-12:25pm PT | 2:40-3:25pm ET DAY 2 - WEDNESDAY, JUNE 23RD Setting up a Martech Stack for Your Email Success Panel 10-10:45am PT | 1-1:45pm ET Upleveling your Email Experience with Personalization and ESPs 10:50-11:35am PT | 1:50-2:35pm ET Utilizing Email Analytics to Improve Performance 11:40-12:25pm PT | 2:40-3:25pm ET