So, did that
work?
Measuring Email Campaign Effectiveness

• Co-founder of MailChimp
• DIY email marketing tool
for ~80,000 “power users”
around the globe
• E-retailers are our #2
largest audience by
revenue, and our favorite
customer type.

Because you’re
scientists
• Always curious,
always learning,
always testing, always
focused on results.
• Tech savvy (you never
call for help).
• you LOVE STATS

What our customers sell

Which stats they track...

Which stats they track...
• Opens

Which stats they track...
• Opens
• Clicks

Which stats they track...
• Opens
• Clicks
• Revenue

Which stats they track...
• Opens
• Clicks
• Revenue
• Conversions

Which stats they track...
• Opens
• Clicks
• Revenue
• Conversions
• ROI

Which stats they track...
• Opens
• Clicks
• Revenue
• Conversions
• ROI
• Bounces

Which stats they track...
• Opens • A/B test results
• Clicks
• Revenue
• Conversions
• ROI
• Bounces

Which stats they track...
• Opens • A/B test results
• Clicks • Unsubs
• Revenue
• Conversions
• ROI
• Bounces

Which stats they track...
• Opens • A/B test results
• Clicks • Unsubs
• Revenue • Click/heatmaps
• Conversions
• ROI
• Bounces

Which stats they track...
• Opens • A/B test results
• Clicks • Unsubs
• Revenue • Click/heatmaps
• Conversions • Forwards
• ROI
• Bounces

Which stats they track...
• Opens • A/B test results
• Clicks • Unsubs
• Revenue • Click/heatmaps
• Conversions • Forwards
• ROI • Industry Comparison
• Bounces

Which stats they track...
• Opens • A/B test results
• Clicks • Unsubs
• Revenue • Click/heatmaps
• Conversions • Forwards
• ROI • Industry Comparison
• Bounces • Who didnʼt open

also...
• Abuse reports • Who didnʼt open the
last x campaigns
• Who opened
• Landing page
• Who opened the last x performance
campaigns
• Re-tweets
• Geolocation
• Influential referrers

(the one stat they all watched)

which stats
should you focus
on?

Depends on 2
things
• The type of campaign(s) youʼre sending
• Your business goals

EXAMPLES

RSS-to-email
• Open rate
• Tweets & Re-tweets
• Traffic to website

RSS-to-email
• Open rate
• Tweets & Re-tweets
• Traffic to website

• Revenue.

• Revenue.

• Open rate
• Forwards
• Site traffic

• Open rate
• Forwards
• Site traffic

www.thesecretchocolatier.com

• A/B test
results: Time
of open
• In-store traffic
• Sales
• Best-
performing
segments

• A/B test
results: Time
of open
• In-store traffic
• Sales
• Best-
performing
segments

• Traffic
generated from
top influential
bloggers

• Traffic
generated from
top influential
bloggers

Photo courtesy Jeremiah Ketner
http://www.flickr.com/photos/smallandround/

• Clicks
• Sales

• Clicks
• Sales

Photo courtesy Hilary McHone
http://www.flickr.com/photos/hilabean/

• Tweets vs sales

• Tweets vs sales

Useful, well priced, Success!
but boring. Well-priced, exciting.
FAIL. Price too high

• Successful
deliveries
• Resulting orders
from landing
pages

• Successful
deliveries
• Resulting orders
from landing
pages

GOODIES!
• mailchimp.com/charts
• mailchimp.com/reports
• mailchimp.com/analytics360