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...
Because you’re
         scientists
• Always curious,
  always learning,
  always testing, always
  focused on results.

• ...
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

•   B...
Which stats they track...
•   Opens         •   A/B test results

•   Clicks        •   Unsubs

•   Revenue

•   Conversio...
Which stats they track...
•   Opens         •   A/B test results

•   Clicks        •   Unsubs

•   Revenue       •   Clic...
Which stats they track...
•   Opens         •   A/B test results

•   Clicks        •   Unsubs

•   Revenue       •   Clic...
Which stats they track...
•   Opens         •   A/B test results

•   Clicks        •   Unsubs

•   Revenue       •   Clic...
Which stats they track...
•   Opens         •   A/B test results

•   Clicks        •   Unsubs

•   Revenue       •   Clic...
also...
•   Abuse reports           •   Who didnʼt open the
                                last x campaigns
•   Who opene...
(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 h...
•   Successful
    deliveries

•   Resulting orders
    from landing
    pages
•   Successful
    deliveries

•   Resulting orders
    from landing
    pages
GOODIES!

• mailchimp.com/charts
• mailchimp.com/reports
• mailchimp.com/analytics360
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
IRCE2009 - MailChimp
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IRCE2009 - MailChimp

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I was asked to give an overview of what e-retailers on MailChimp measure to determine success of their email campaigns.

Published in: Business, Technology
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IRCE2009 - MailChimp

  1. 1. So, did that work? Measuring Email Campaign Effectiveness
  2. 2. • 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.
  3. 3. Because you’re scientists • Always curious, always learning, always testing, always focused on results. • Tech savvy (you never call for help). • you LOVE STATS
  4. 4. What our customers sell
  5. 5. Which stats they track...
  6. 6. Which stats they track... • Opens
  7. 7. Which stats they track... • Opens • Clicks
  8. 8. Which stats they track... • Opens • Clicks • Revenue
  9. 9. Which stats they track... • Opens • Clicks • Revenue • Conversions
  10. 10. Which stats they track... • Opens • Clicks • Revenue • Conversions • ROI
  11. 11. Which stats they track... • Opens • Clicks • Revenue • Conversions • ROI • Bounces
  12. 12. Which stats they track... • Opens • A/B test results • Clicks • Revenue • Conversions • ROI • Bounces
  13. 13. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Conversions • ROI • Bounces
  14. 14. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • ROI • Bounces
  15. 15. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Bounces
  16. 16. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Industry Comparison • Bounces
  17. 17. Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Industry Comparison • Bounces • Who didnʼt open
  18. 18. 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
  19. 19. (the one stat they all watched)
  20. 20. which stats should you focus on?
  21. 21. Depends on 2 things • The type of campaign(s) youʼre sending • Your business goals
  22. 22. EXAMPLES
  23. 23. RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website
  24. 24. RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website
  25. 25. • Revenue.
  26. 26. • Revenue.
  27. 27. • Open rate • Forwards • Site traffic
  28. 28. • Open rate • Forwards • Site traffic
  29. 29. www.thesecretchocolatier.com
  30. 30. • A/B test results: Time of open • In-store traffic • Sales • Best- performing segments
  31. 31. • A/B test results: Time of open • In-store traffic • Sales • Best- performing segments
  32. 32. • Traffic generated from top influential bloggers
  33. 33. • Traffic generated from top influential bloggers
  34. 34. Photo courtesy Jeremiah Ketner http://www.flickr.com/photos/smallandround/
  35. 35. • Clicks • Sales
  36. 36. • Clicks • Sales
  37. 37. Photo courtesy Hilary McHone http://www.flickr.com/photos/hilabean/
  38. 38. • Tweets vs sales
  39. 39. • Tweets vs sales
  40. 40. Useful, well priced, Success! but boring. Well-priced, exciting. FAIL. Price too high
  41. 41. • Successful deliveries • Resulting orders from landing pages
  42. 42. • Successful deliveries • Resulting orders from landing pages
  43. 43. GOODIES! • mailchimp.com/charts • mailchimp.com/reports • mailchimp.com/analytics360

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