The Questions to Ask Instead: Email Performance Measurement

How the right questions about Email
Performance Measurement lead to
email marketing success
The Questionsto Ask
Instead
Copyright © 2020 Oracle and/or its affiliates.

Not achieving your email
marketing goals is frustrating,
@ChadSWhite
but achieving your goals and
not achieving success is
devastating.

This happens when brands
ask the wrong questions,
which causes them to then
put the wrong strategies
in place.
@ChadSWhite

So let’s discuss some
common questions that
brands ask, and then some
better questions they should
ask instead.
@ChadSWhite

@ChadSWhite
Email Performance Measurement
In this webinar series, we’re tackling
common questions about…
Email Frequency & List Building
Email Marketing Return on Investment

@ChadSWhite
Email Performance Measurement
In today’s webinar, we’re looking at
common questions about…
Email Marketing Return on Investment
Email Frequency & List Building

Chad S. White
Head of Research
Oracle CX Marketing Consulting
• Author of Email Marketing Rules and more than
3,000 blog posts on email marketing trends and
best practices
• Email Experience Council’s 2018 Email Marketer
Thought Leader of theYear
A LittleAbout Me
@ChadSWhite

Oracle CX Marketing Consulting
We’re a global, full-service digital marketing
agency, uniquely positioned within Oracle to
deliver the expertise you need to achieve more
with the leading marketing cloud, including:
Strategy&Analytics
Automation
Deliverability
QA & Deployment
Implementation
and more
Training
Creative & Coding
DesignThinking
CXMconsulting_WW@Oracle.com

OK, let’s tackle some
common questions
about…
Email Performance
Measurement

Being fanatical about measure-ment
and understanding not just what
happened but what to do next is how
marketers differentiate themselves.
Start with ensuring you’re measuring
the right thing.
Clint Kaiser
Head of Strategic & Analytic Services
Oracle Marketing Cloud Consulting

The Common Question
How many
subscribers opened
our email?
1
@ChadSWhiteCopyright © 2020 Oracle and/or its affiliates.

The Better Question
How many of the
right subscribers
opened our email?
1

The goal of subject lines
isn’t to generate opens;
it’s to generate openers
who are likely to convert.
Copyright © 2020 Oracle and/or its affiliates. @ChadSWhite

CUE-DIVE Elements of Envelope Content
Contextual. The trigger for the email is clear
Urgent. Deadlines, expiration dates, etc.
Emotional. Evoking or provoking feelings
-
Detailed. Describes the email’s primary call-to-action
Intriguing. Arousing curiosity, creating mystery, etc.
Visual. Punctuation, emojis, special characters, etc.
Earned. Testimonials, voice of the consumer, etc.
@ChadSWhite
C
U
E
-
D
I
V
E

A good subject line is like
good segmentation. It
maximizes conversions
and minimizes “opener’s
remorse.”
@ChadSWhite

The Common Question
How many
subscribers clicked
my email content?
2

The Better Question
2
@ChadSWhite
How many
subscribers clicked
the featured
content?

Looking at responder rates doesn’t
always tell the whole story.
Sometimes we design emails with a
hero only to find that a secondary
banner or navigation links drove all
of the activity.
Kaiti Gary
Director of Strategic & Analytic Services

What appeared to be a success by
clicks alone actually indicates that we
didn’t do what we intended,
suggesting we need to revisit the
targeting, design, subject line, and
other elements of the email.
Kaiti Gary

Decluttering Your Emails
Have a clear content hierarchy
Avoid having too many content blocks
Also have a clear call-to-action hierarchy
Minimize low-value CTAs
Drop the navigation bar, when appropriate

The Common Question
How many
subscribers clicked
through and
converted?
3

The Better Question
3
@ChadSWhite
How many
subscribers took
action in any
channel?

Subscribers often
wander off the
Golden Path.
Brands need to
ensure they’re
following their
subscribers’
footsteps.

When you send email, what happens to…
Store foot traffic and sales
Website traffic and sales
Mobile app usage
Social media activity
Call center activity and orders
Affiliate activity
@ChadSWhite

It can be common to see a shift in
attribution where customers start
from email or mobile and move to
another channel like affiliate when
they search for the best available
coupon prior to checkout.
Peter Briggs

We often see clients cannibalizing
their email channel with a paid
channel like RetailMeNot because
they have a better offer there. Keep
your email offers competitive to
reinforce email’s value.
Peter Briggs

Ways to see email’s cross-channel impact:
Observing activity across channels on days
that you send email campaigns
Measuring subscriber vs. non-subscriber
activity across all channels
Using a holdout group of email subscribers
that you don’t send to for a period of time
@ChadSWhite

The Common Question
How much revenue
did we generate
from that email?
4

The Better Question
4
@ChadSWhite
How much
lifetime value did
we generate from
that email?

When you send email, what happens to…
Open reach: % of subscribers who have
opened 1+ emails in 30/90/180/etc. days
Click reach: % of subscribers who have clicked
1+ emails in 30/90/180/etc. days
Time on list: Avg. time from signup to opt-out
Lifetime value: Sales/profits generated during
average subscriber’s time on list
@ChadSWhite

Looking at the percentage of clicks
on the unsubscribe link is a good
way to understand negative
engagement. We’ve identified
problem campaigns that had a
decent CTR, but the opt-out link got
more clicks than anything else.
Sara Lapworth
Senior Consultant for Strategic & Analytic Services

ANOTHER Better Question
4
@ChadSWhite
How much
business value did
we generate from
that email?

Value doesn’t always equal direct
revenue. Take the time to define and
and understand the ways in which
email marketing drives value for
your company.
Kaiti Gary

How does your email program impact your…
Customer satisfaction and retention
Call center volume and other customer service
inquiry costs
Customer identification and ability to track app
activity and target subscribers across channels
Brand image perception
@ChadSWhite

Let’s review.
Asking the right questions ensures that…
@ChadSWhite
You’re driving bottom-of-the-funnel activity
Your email designs prompt the desired actions
You’re measuring email’s impact across channels
You’re focused on building long-term customer
relationships and business value

@ChadSWhite
Next steps.
To-dos to better align…
Create email briefs for each email you build
Shareemailperformancedata with entire team
Hold regular email performance reviews
Work with other channels on a cross-channel
attribution model that builds the business

Need help?
Contact Oracle CX Marketing Consulting at
CXMconsulting_WW@Oracle.com
@ChadSWhite

The Questions to Ask Instead: Email Performance Measurement

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