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Why You Need (And Should Love) Email Analytics feat. Dyn & Ongage
 

Why You Need (And Should Love) Email Analytics feat. Dyn & Ongage

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Here's the presentation Dyn & Ongage made about the importance of email analytics.

Here's the presentation Dyn & Ongage made about the importance of email analytics.

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    Why You Need (And Should Love) Email Analytics feat. Dyn & Ongage Why You Need (And Should Love) Email Analytics feat. Dyn & Ongage Presentation Transcript

    • Why  you  need  Email  Analy0cs   Dyn  Webinar  Series  featuring  Ongage   Mike  Veilleux   Steve  Wheeler   Noam  A.  Rotem  Dir.  of  Email  Prod.,  Dyn   Dir.  of  Deliverability,  Dyn   Product  &  Marke0ng  Manager   @MikeVeilleux   @InboxExpert   @OngageConnect         Intro by Josh Nason (Dyn)
    • Introduc0on  •  Why  analy0cs  are  important  •  Genera0ng  and  using  a  plan  •  Thoughts  on  ESP  solu0ons  •  Q  &  A   #emaildelivery   Speaking: Mike Veilleux (Dyn)
    • Why  analy0cs  are  important  •  Inbox  placement  rates  decreased  5%  in  2012  •  Marketers  responsible  for  70%  of  spam   complaints  and  60%  of  spam  trap  hits     Analy0cs  is  the  answer!  #emaildelivery   Speaking: Mike Veilleux (Dyn)
    • Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Mike Veilleux (Dyn)
    • Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Mike Veilleux (Dyn)
    • How  do  you  use  email  marke0ng?   Full  Email  List   Target  Segment   Sent  and  Delivered   Failed  Messages  (hard  and   soc  bounces)  •  Periodic  newsle^ers   Unsubscribes,   complaints  •  Daily  deal  /  Promo0onal   Opens,  Clicks  •  Event  Driven  /  Triggered   Convert   Emails   Speaking: Noam Rotem (Ongage)
    • Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Noam Rotem (Ongage)
    • Overview  of  an  Email  Plan  Recipient  Base  &  List  Management   Engagement  Strategy   Segmenta0on  and  Content   Campaign  Strategy   Analyze  results  (metrics,  KPIs)   Speaking: Noam Rotem (Ongage)
    • Recipient  Base  &  List  Management  •  Recipient  Database  •  Field  Architecture  •  Management  Tac0cs  •  Upload  your  new  subscribers  •  Remove  Unengaged  Users   Speaking: Noam Rotem (Ongage)
    • Engagement  Strategy  •  Iden0fy  your  Audience  •  Email  type  •  Content  for  each  segment  •  Call  to  ac0on  •  Tac0cs:  Subject  Line  A/B  Test   Speaking: Noam Rotem (Ongage)
    • Segmenta0on  and  Content  •  Segmenta0on  Strategy   –  Demographics  Criteria   –  Offline  Business  Interac0ons   –  Email  Engagement  /  Behavior  •  Content  Strategy   –  Prepare  your  Content:  Copy  &  HTML   –  Audience  appropriate   –  Be  engaging,  be  relevant   –  Don’t  overload   –  Large  Fonts  are  in  Vogue   –  Don’t  overload  with  images   –  Test  rendering   Speaking: Noam Rotem (Ongage)
    • Campaign  Strategy  •  Campaign  Strategy,  Experiments  &  Setup   –  Campaign  =  Email  +  Segment(s)  +  Schedule   –  A/B  Tes0ng  op0ons   –  Event  Campaigns  (aka  Triggered)   –  Transac0onal  Emails   Speaking: Noam Rotem (Ongage)
    • Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Steve Wheeler (Dyn)
    • Measuring  -­‐  Email  Metrics  •  Don’t  cross  the  streams   –  Separates  metrics   –  Easy  to  separate  IP  pools   –  More  accurate  analysis   Speaking: Steve Wheeler (Dyn)
    • Measuring  -­‐  Email  Metrics  •  Record  all  relevant  data  by  Segment   –  Opens,  Clicks   –  Bounces  (Hard  and  Soc)   –  Unsubscribes   –  Complaints   –  Conversions   Speaking: Steve Wheeler (Dyn)
    • Key  Performance  Indicators  (KPI)  •  Posi0ve  Indicators   –  Successfully  Sent/Delivered   –  Opens  /  Clicks   –  Conversions  •  Nega0ve  Indicators   –  Failed  (hard  bounces  and  soc  bounces)   –  Complaints   –  Unsubscribes   Speaking: Steve Wheeler (Dyn)
    • More  Advanced  KPI’s  •  Metrics  by  ISP  •  Ra0os  of  metrics   –  Complaint  /  Open   –  Click  /  Open  Ra0o  •  Rela0onship  to   1st and 3rd party business  model   business relationships#emaildelivery   Speaking: Steve Wheeler (Dyn)
    • Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Noam Rotem (Ongage)
    • Op0mizing  for  Performance  •  Itera0ve  Process   –  Difference  between  Repor0ng  and  Analy0cs  •  Review   –  Segments   –  Content   –  Campaigns   –  Deliverability   Speaking: Noam Rotem (Ongage)
    • Thoughts  on  ESP  Solu0ons   Examples  from  Dyn  and  Ongage   Speaking: Mike Veilleux (Dyn)
    • Transac0onal  vs.  Campaign  Based   Dyn  –  Transac+onal   Ongage  -­‐  Campaign  •  Interac0on  based   •  Backed  by  Dyn’s   mailing   infrastructure  and  •  Capture  and  report  on   Deliverability   analy0cs   •  List  management  •  Customer  based  data   •  Content  management   management   •  Campaign  management  •  Robust  Infrastructure   •  In  depth  analy0cs  •  Focus  on  Deliverability   Speaking: Mike and Noam
    • Who  tracks  what?   Dyn  –  Deliverability   Ongage  -­‐  Campaign  •  Delivery  Metrics   •  Pulls  stats  from  Dyn  API  •  Reports  via  API  or  Web   and  aggregates  them  by  •  Manage  domain  and  IP   campaigns,  date,   segment,  list.   reputa0on  •  Shared  and  dedicated  IP   •  Also  has  ability  to   monitor  post  click   Pools   conversions.  •  Feedback  Loop  and  ISP   •  Campaign  Dashboard   rela0ons   Snapshot  Report     Speaking: Mike and Noam
    • DynECT  Email  Repor0ng   Speaking: Mike Veilleux (Dyn)
    •  Campaign  Dashboard  Snapshot   Speaking: Noam Rotem (Ongage)
    • Split  Campaign  Report   (aka  A/B  Tes0ng)  Ongage  provides  the  ability  to  do  A/B  Tes0ng   between  Emails  and  Segments.   Speaking: Noam Rotem (Ongage)
    • Thanks  for  listening,  now  Q&A!   www.dyn.com   www.ongage.com   Mike  Veilleux   Steve  Wheeler   Noam  A.  Rotem  Dir.  of  Email  Prod.,  Dyn   Dir.  of  Deliverability,  Dyn   Product  &  Marke0ng  Manager   @MikeVeilleux   @InboxExpert   @OngageConnect         Q&A moderated by Josh Nason (Dyn)