Email Marketing Reporting, Analytics & Insights (Blue Sky Factory User Conference)

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Email Marketing Reporting, Analytics & Insights (Blue Sky Factory User Conference)

  1. 1. marketing metrics that matter christopher s. penn blue sky factory
  2. 2. Photo Credit: AlanCleaver_2000
  3. 3. Photo credit: SashaW
  4. 4. Photo credit: Make Lemons
  5. 5. you are doing it wrong
  6. 6. Net Profit
  7. 7. Net Profit Margin Volume
  8. 8. Net Profit Margin Volume Income Expense Audience Action
  9. 9. Net Profit Margin Volume Income Expense Audience Action times minus times = = =
  10. 10. Income Expense Audience Action Sale value Upsells and cross sells Measured in Dollars
  11. 11. Income Expense Audience Action Marketing expenditures Hardware/software/people Measured in Dollars
  12. 12. Income Expense Audience Action Size of audience Growth of audience Measured in People
  13. 13. Income Expense Audience Action Frequency of messages Conversion Measured in Actions
  14. 14. Income Expense Audience Action Sales and sale prices Upsells and cross sells Measured in Dollars Marketing expenditures Hardware/software/people Measured in Dollars Size of audience Growth of audience Measured in People Shares Conversion Measured in Actions
  15. 15. Income Expense Audience Action Sale $ Profit increase % and $ Repeat Sale $ Marketing budget $ Vendor $ Salaries and time in $ Database size % database growth Reach Impressions/Opens Clicks Conversions to leads Shares
  16. 16. Income Expense Audience Action $ $ Size Action Rate
  17. 17. $50,000 $50 1000 $300 $250 50000 2% times minus times = = =
  18. 18. $5M X X X X X X times minus times = = =
  19. 19. Income Expense Audience Action Sale $ Profit increase % and $ Repeat Sale $ Marketing budget $ Vendor $ Salaries and time in $ Database size % database growth Reach Impressions/Opens Clicks Conversions to leads
  20. 20. $50,000 $50 1000 $300 $250 50000 2% times minus times = = =
  21. 21. $80,000 $50 1600 $300 $250 50000 3.2% times minus times = = =
  22. 22. How to increase action?
  23. 23. Action Deliverability Open Rate Click Rate Conversion
  24. 24. Action Deliverability Open Rate Click Rate Conversion Sender Score, SPF, Best Practices
  25. 25. Action Deliverability Open Rate Click Rate Conversion Sender Score, SPF, Best Practices From, subject lines, A/B testing
  26. 26. Action Deliverability Open Rate Click Rate Conversion Sender Score, SPF, Best Practices From, subject lines, A/B testing Design principles, copy, offer value Landing pages, funnels & sales
  27. 27. Action Deliverability Open Rate Click Rate Conversion % or number % or number % or number % or number 99% 25% 1% 10%
  28. 28. Action Deliverability Open Rate Click Rate Conversion 9900 2475 25 3 99% 25% 1% 10%
  29. 29. Action Deliverability Open Rate Click Rate Conversion 9900 2970 30 3 99% 30% 1% 10
  30. 30. Action Deliverability Open Rate Click Rate Conversion 9900 2475 25 4 99% 25% 1% 15%
  31. 31. Action Deliverability Open Rate Click Rate Conversion 9900 2475 148 15 99% 25% 6% 10%
  32. 32. Action Deliverability Open Rate Click Rate Conversion Design principles, copy, offer value
  33. 33. Action Deliverability Open Rate Click Rate Conversion 9900 2970 178 27 99% 30% 6% 15%
  34. 34. Income Expense Audience Action Sales and sale prices Upsells and cross sells Measured in Dollars Marketing expenditures Hardware/software/people Measured in Dollars Size of audience Growth of audience Measured in People Frequency of messages Conversion Measured in Actions
  35. 35. Income Expense Audience Action Sale $ Profit increase % and $ Repeat Sale $ Marketing budget $ Vendor $ Salaries and time in $ Database size % database growth Reach Impressions/Opens Clicks Conversions to leads Shares
  36. 36. Discussion Christopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com

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