Look Smart: Top 5 Quick & Easy Ways to Evaluate Email Performance


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Look Smart: Top 5 Quick & Easy Ways to Evaluate Email Performance
Ashley Thompson
Brand and Communications Manager

Bronto’s platform for monitoring sends is great, but are you using everything you can to efficiently check how your campaigns are doing?

· Individual Message Reporting: Green or Blue Metrics? Learn why CPAP.com uses the green metrics to track performance over time. Also, learn about categorizing messages to understand how they truly stack up against one another.
· Delivery Groups: Aggregate your related sends to see how your campaigns do as a whole. Click reports are a great way to see what items your customers are the most interested in over a greater period of time.
· Monthly / Quarterly Reports: What are you doing to monitor your list and revenue growth? Set up segments to get an at-a-glance look at how you are growing incrementally.
· Year-Over-Year Performance: Learn some basic calculations to give insight into your annual performance.
· Projecting Growth: Use these simple formulas to project your revenue and profit in different areas for upcoming months. This method can help you identify key areas where you can focus your efforts.

Ashley Thompson will go through concrete examples to show how to make calculations for each of these areas.

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  • Look Smart: Top 5 Quick & Easy Ways to Evaluate Email Performance

    1. 1. Don't Just Look Smart. Be Smart! Quick + Smart Ways to Evaluate Email KPIs
    2. 2. Overview
    3. 3. Overview Here's What We Will Be Looking at Today: - What the heck is this “CPAP” thing? - Metrics Overview - 5 Key Tips for Tracking Email Performance - Q + A
    4. 4. Introduction / About CPAP.com
    5. 5. But Really, What's a CPAP? CPAP Masks and Machines Treat Sleep Apnea.
    6. 6. What's Sleep Apnea? Sleep Apnea is a disorder that causes the soft palate to relax and block airways causing one to “suffocate”.
    7. 7. But Really, What's a CPAP? A Little Bit More on CPAP Equipment...
    8. 8. More About Sleep Apnea Sleep Apnea Facts: • 1 in 18 Americans have Sleep Apnea • More prevalent in men than women • Women who do have Sleep Apnea are less likely to show traditional symptoms (snoring) and typically have morning headaches, daytime sleepiness and insomnia • Having untreated Sleep Apnea greatly increases your risk for cancer, diabetes, heart disease and even your chances of getting Alzheimer's
    9. 9. A Little Bit About CPAP.com Located in Stafford, Texas – Right outside of Houston.
    10. 10. A Little Bit About CPAP.com CPAP land • Online and profitable since early 90s • eCommerce > Healthcare • Metrics driven • Grown rapidly • My background • Also, we're hiring
    11. 11. Let's Talk Numbers: Basic Metrics
    12. 12. The Basics Stuff You Probably Already Know: • Delivery Rate • Open Rate • Click Rate • Conversion Rate • Revenue / Email • Revenue • AOV
    13. 13. Tip One: Check Yourself.
    14. 14. Reliability is Key Make Sure Your Numbers are Accurate • Test Sends - Don't test the basics, test the tracking! • Compare with Google Analytics or Other Provider - Home > Connections Center > Custom Analytics
    15. 15. Reliabilty is Key How Can This Be Tested? 1. Clear your cache from your email browser 2. Send a single test send 3. Open, click, and place a test purchase from this email 4. If applicable, make sure Analytics are displaying - One missing </a> can mess up tracking for a message 5. Check Bronto to make sure activity matches the reports
    16. 16. Reliabilty is Key Know What You are Tracking: 1. Is Bronto reporting ship costs? 2. Is Bronto reporting tax costs (if applicable)? 3. How do discounts from promo codes get reported? 4. What about returned equipment? - Return rates can be very helpful here 5. Note: Opens and clicks cannot be tracked in some clients.
    17. 17. Tip Two: Know What to Look At.
    18. 18. A CPAP.com Case Study... • We A | B Tested Two Subject Lines for Our Spring Sale - 30.2% - Your Inbox Just Laid Eggs! - 24.9% - On the Hunt? See What We've Got Inside!
    19. 19. Know What to Look At The “Blue” Charts Don't Offer a Good Apples to Apples Comparison
    20. 20. “Green” Charts Allow for Better Evaluations Across Messages Know What to Look At
    21. 21. • Pipeline Metrics (“Blue Charts”) • Pros: - Great picture on how customers flow through the funnel - Gives insight to where customers fall off • Cons - Harder to compare against overall efforts Know What to Look At
    22. 22. • Delivery Metrics (“Green Charts”) • Pros: - Chart to chart comparison provides better trend data • Cons - Doesn't reveal where customers get “stuck” Know What to Look At
    23. 23. Pipeline Metrics Delivery Metrics Subject A Subject B Know What to Look At
    24. 24. Drawing Comparisons • If you categorize your messages, delivery reports will be much more effective in helping you compare performance - These metrics are for a sale newsletter. - Using a delivery group of similar messages, we can compare performance trends. Know What to Look At
    25. 25. Wait, What's a Delivery Group? • Quick Tip: - Under the “Messages” tab, select “Delivery Groups” - Add various messages and deliveries to view comprehensive reports
    26. 26. Compare These Two Sends v the Average for Delivery Group: Subject A Subject B Summary Report Know What to Look At
    27. 27. Compare These Two Sends v the Average for Delivery Group: Subject A Subject B Summary Report Know What to Look At
    28. 28. Tip Three: Run A | B Tests.
    29. 29. Run A | B Tests Types of A | B Tests • Subject Line • From Name and Address • Date and Time of Send • Full Message Content Bronto makes A | B testing really easy – no reason not to do it!
    30. 30. Run A | B Tests Use Comparison Reports to Evaluate Performance • Go to Reporting > Comparison Reports • View side by side snapshots of message performance • Take notes and capitalize on your findings - Use your data to make remails more efficient - Note reoccurring trends over time
    31. 31. Run A | B Tests Example: Putting Data to Work • Initial showed discount offer in the green egg was used the most Initial Send Remail
    32. 32. Run A | B Tests A Few Fun Things We've Learned from A | B Tests: • Using “Brand New:” in a subject line routine out performs other variations for product launch emails. • Price buttons have lower click through rates but ultimately higher conversion rates than sale or product name buttons. • Weird, short and humorous subject lines generally have the highest open rate. • Lately, we've even found sale emails have a higher conversion rate on Saturday than on Friday.
    33. 33. Tip Four: Make Projections
    34. 34. Projecting Revenue for a Send • Delivery Groups Again! • Remember Revenue / Email? • You can use the Revenue / Email metrics of a Delivery Group to project how an email will do. - ex. Your Sales category sends have a revenue / email rate of 45¢ - Your next sale email will be sending to a list of 200,000 - 200,000 x .45 = $90,000 • Of course there will be fluctuation, but gives a good ballpark
    35. 35. Projecting Revenue for a Send Beware – Many Things Can Affect These Calculations • Your list will hopefully grow between one send to another • You need to consistently account for inactive contacts
    36. 36. Projecting Future Revenue of a Send What If I Want to Project Revenue for a Future Send? 1. First decide what date range you are projecting for 2. Calculate your growth for the same increment of time 3. Apply growth rate to current list size 4. Multiply projected list size by average revenue / email for similar newsletter category
    37. 37. Projecting Future Revenue of a Send Example: What do we project revenue to be on a sale newsletter going out three months from now? 1. Look at growth rate for a three month period. List size January 1 = 115,000 List size March 31 = 120,000 2. Calculate Growth Rate 120,000 / 115,000 = 104.34% 3. Multiply Current list size by Growth Rate 121,700 * 1.0434 = 126,981
    38. 38. Projecting Future Revenue of a Send Example: What do we project revenue to be on a sale newsletter going out three months from now? (continued) 3. Multiply Projected List Size by Average Revenue / Email 126,981 * 45¢ = $57,141.45
    39. 39. Quick Tip Where Do I Get List Growth Data? • Reporting > Dashboard > Contact Growth Over Time - Pick Your List - Select Contact Points to See Contact Count
    40. 40. Projecting Future Revenue of a Send Beware – Many Things Can Affect These Calculations: • A marked increase or decrease in regular list growth • Sending to an unusual segment • Seasonal impacts • The basic appeal of the offer - Fine tuned delivery groups can alleviate this
    41. 41. Tip Five: Schedule Your Reporting.
    42. 42. Recommended Reporting Schedule When to Look at Reports is Pretty Obvious • By Message • Monthly • Quarterly • Annually But What to Look at is Important...
    43. 43. By Message Important Things to Check • Reminder to look at “Green” charts • Use Comparison Report to view A | B tests and see what works the best • Delivery Rate - Easy to overlook, but very important
    44. 44. By Month and Quarter Important Things to Check • Create a delivery group for the entire month • Compare to previous month and year over year • Look at aggregated performance metrics - Are there consistent trends across emails? - What is the single most clicked link? - Are there any holes?
    45. 45. By Month and Quarter Glimpse of a Sample Report from CPAP.com: Income numbers removed for confidentiality purposes
    46. 46. By Month and Quarter What Can We Learn From This Report? • Communications were more efficient in 2012 than 2013 • Average order value was higher in 2013 • Extra sends indicate there is a bit of list fatigue • Less remails might increase click and conversion rate / email next season • Increased revenue (not shown) should be weighed against the amount of list fatigue
    47. 47. By Year Important Things to Check • Were year over year trends the same? - What worked and should be repeated? • How much was revenue up / down annually? - Did increase / decrease in revenue match company's overall growth rate? • Did you send more or less? • How much is a subscriber worth annually?
    48. 48. By Year How Do I Find Out These Things Out? • Annual Trends: Rates Over Time - It's still all about the delivery group! - Create a group with all messages for the year - Go to Reporting > Dashboard > Message Performance Over Time - Select your delivery group and choose your date range for the year under question
    49. 49. By Year Rates for 2013
    50. 50. By Year How Do I Find Out These Things Out? • Annual Trends: Year Over Year Comparisons - Simply compare delivery group metrics year over year - ex. Compare key metrics for 2012 and 2013 - Was overall click and conversion rate up or down? - How does your revenue / email compare? - Did overall revenue go up? - If so, was it on par with overall site growth?
    51. 51. By Year How Do I Find Out These Things Out? • Annual Trends: Annual Subscriber Worth - Refer to the same delivery group for the year - Look at Revenue / Email - Multiply Revenue / Email * Number of Deliveries
    52. 52. Question + Answer Ashley Thompson