How to use your data to boost your email marketing ROI by Kelly Lorenz from Apsis

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From Markedu's email marketing day webinar Kelly Lorenz from Apsis in Sweden, gave this presentation:

Your data is talking to you; are you listening? By digging into your campaign reports and subscribers, you can calculate lifetime value as well as RFM analysis which will enable you to:

Track acquisition and lost subscriber and customer costs
Create smart re-marketing and lifecycle messaging

Kelly's presentation covered - how to make these calculations and what you can do with the data. It's easier than you think!

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How to use your data to boost your email marketing ROI by Kelly Lorenz from Apsis

  1. 1. Use data to boost your ROI Presented by: Kelly Lorenz, Strategic Services
  2. 2. Presentationfrom Markedu’sEmail MarketingDay @Your DeskGet Markedu’s Event Alert to be notified about» the free Email Marketing Day @Your Desk» the free Social Media Marketing Day @Your Desk» the free Direct Marketing Day @Your Desk» See webinars here
  3. 3. Think strategically, not tactically.
  4. 4. Why measure?• True impact of promotions• Value of customers and subscribers• Gain resources!• Forecast effectively
  5. 5. Acquisition cost: Factors• Channel• Discounts• Technical costs• Internal costs
  6. 6. Calculating Website Conversion RateWebsite traffic Total number Conversion of conversions rateWebsite traffic Total number Sign-up of conversion rate subscriptions
  7. 7. Email behavior • Clicks • Links • Conversions • Offers
  8. 8. Conversion Acquisition Rate• # of first time buyers per send/campaign• # of sends before first purchase
  9. 9. Testing ideas• Open/click incentives• User-generated content• Pairing high ticket/margin items with low• Matching products & accessories/complements• Information selling• Number of products
  10. 10. Discount vs. Full price Customer• Identify and tag• Full-price buyer: – Revenue Generated = Realized Revenue• Discount buyer: – Revenue Generated – Discount = Actualized Revenue
  11. 11. Lifetime Value• Also known as profit per customer Total Purchase Value Number of AOV purchases per buying cycle Lifetime Value (LTV)
  12. 12. LTV
  13. 13. Customer Retention Rate• Lapsed customer rate and cost• How many are lost each buying cycle?• Planned repurchase rate
  14. 14. Repeat Purchase Rate• # of repeat customers per send or campaign and across email program• # of purchases within X # of buying cycles• # of purchases / # of sends = Conversion rate or repeat purchase rate per customer
  15. 15. Attrition/Lost Customer Cost• LTV (revenue per customer) * # of customers lost per buying cycle = Attrition Cost
  16. 16. RFM Recency (months) RFM 0-6 7-12 13-18 19-24 25+ MatrixFrequency 1 21 14 10 17 34(# of 2 15 12 11 9 21purchases) 3 16 7 13 11 19 4 18 16 10 8 10 5+ 20 18 15 12 7
  17. 17. Attribution Modeling: Email When a customer buys, it’s Search multiple channels’ most likely Social influence. Conversion
  18. 18. Apsis Newsletter Pro Create, send and track email Used by more than 6000 small, medium and large businesses in over 40 countries around the world. Some of the features:Integrations Triggers SMS Event Survey tool Social Media
  19. 19. Presentationfrom Markedu’sEmail MarketingDay @Your DeskGet Markedu’s Event Alert to be notified about» the free Email Marketing Day @Your Desk» the free Social Media Marketing Day @Your Desk» the free Direct Marketing Day @Your Desk» See webinars here
  20. 20. Questions?Thank you!Kelly Lorenz@KNLorenzKelly.Lorenz@apsis.com

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