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Why	  you	  need	  Email	  Analy0cs	                            Dyn	  Webinar	  Series	  featuring	  Ongage	           Mik...
Introduc0on	  •  Why	  analy0cs	  are	  important	  •  Genera0ng	  and	  using	  a	  plan	  •  Thoughts	  on	  ESP	  solu0...
Why	  analy0cs	  are	  important	  •  Inbox	  placement	  rates	  decreased	  5%	  in	  2012	  •  Marketers	  responsible	...
Genera0ng	  and	  Using	  an	                   Email	  Plan	  1.    Iden0fy	  how	  you	  use	  email	  2.    How	  to	  ...
Genera0ng	  and	  Using	  an	                   Email	  Plan	  1.    Iden0fy	  how	  you	  use	  email	  2.    How	  to	  ...
How	  do	  you	  use	  email	  marke0ng?	                                                      Full	  Email	  List	       ...
Genera0ng	  and	  Using	  an	                   Email	  Plan	  1.    Iden0fy	  how	  you	  use	  email	  2.    How	  to	  ...
Overview	  of	  an	  Email	  Plan	  Recipient	  Base	  &	  List	  Management	      Engagement	  Strategy	          Segment...
Recipient	  Base	  &	  List	  Management	  •    Recipient	  Database	  •    Field	  Architecture	  •    Management	  Tac0c...
Engagement	  Strategy	  •    Iden0fy	  your	  Audience	  •    Email	  type	  •    Content	  for	  each	  segment	  •    Ca...
Segmenta0on	  and	  Content	  •  Segmenta0on	  Strategy	      –  Demographics	  Criteria	      –  Offline	  Business	  Inter...
Campaign	  Strategy	  •  Campaign	  Strategy,	  Experiments	  &	  Setup	     –  Campaign	  =	  Email	  +	  Segment(s)	  +	...
Genera0ng	  and	  Using	  an	                   Email	  Plan	  1.    Iden0fy	  how	  you	  use	  email	  2.    How	  to	  ...
Measuring	  -­‐	  Email	  Metrics	  •  Don’t	  cross	  the	  streams	      –  Separates	  metrics	      –  Easy	  to	  sep...
Measuring	  -­‐	  Email	  Metrics	  •  Record	  all	  relevant	  data	  by	  Segment	      –  Opens,	  Clicks	      –  Bou...
Key	  Performance	  Indicators	  (KPI)	  •  Posi0ve	  Indicators	     –  Successfully	  Sent/Delivered	     –  Opens	  /	 ...
More	  Advanced	  KPI’s	  •  Metrics	  by	  ISP	  •  Ra0os	  of	  metrics	      –  Complaint	  /	  Open	      –  Click	  /...
Genera0ng	  and	  Using	  an	                   Email	  Plan	  1.    Iden0fy	  how	  you	  use	  email	  2.    How	  to	  ...
Op0mizing	  for	  Performance	  •  Itera0ve	  Process	     –  Difference	  between	  Repor0ng	  and	  Analy0cs	  •  Review	...
Thoughts	  on	  ESP	  Solu0ons	    Examples	  from	  Dyn	  and	  Ongage	              Speaking: Mike Veilleux (Dyn)
Transac0onal	  vs.	  Campaign	  Based	      Dyn	  –	  Transac+onal	             Ongage	  -­‐	  Campaign	  •  Interac0on	  ...
Who	  tracks	  what?	       Dyn	  –	  Deliverability	                Ongage	  -­‐	  Campaign	  •  Delivery	  Metrics	     ...
DynECT	  Email	  Repor0ng	         Speaking: Mike Veilleux (Dyn)
 Campaign	  Dashboard	  Snapshot	              Speaking: Noam Rotem (Ongage)
Split	  Campaign	  Report	               (aka	  A/B	  Tes0ng)	  Ongage	  provides	  the	  ability	  to	  do	  A/B	  Tes0ng...
Thanks	  for	  listening,	  now	  Q&A!	          www.dyn.com	                                                             ...
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Why You Need (And Should Love) Email Analytics feat. Dyn & Ongage

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Here's the presentation Dyn & Ongage made about the importance of email analytics.

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Why You Need (And Should Love) Email Analytics feat. Dyn & Ongage

  1. 1. Why  you  need  Email  Analy0cs   Dyn  Webinar  Series  featuring  Ongage   Mike  Veilleux   Steve  Wheeler   Noam  A.  Rotem  Dir.  of  Email  Prod.,  Dyn   Dir.  of  Deliverability,  Dyn   Product  &  Marke0ng  Manager   @MikeVeilleux   @InboxExpert   @OngageConnect         Intro by Josh Nason (Dyn)
  2. 2. Introduc0on  •  Why  analy0cs  are  important  •  Genera0ng  and  using  a  plan  •  Thoughts  on  ESP  solu0ons  •  Q  &  A   #emaildelivery   Speaking: Mike Veilleux (Dyn)
  3. 3. Why  analy0cs  are  important  •  Inbox  placement  rates  decreased  5%  in  2012  •  Marketers  responsible  for  70%  of  spam   complaints  and  60%  of  spam  trap  hits     Analy0cs  is  the  answer!  #emaildelivery   Speaking: Mike Veilleux (Dyn)
  4. 4. Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Mike Veilleux (Dyn)
  5. 5. Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Mike Veilleux (Dyn)
  6. 6. How  do  you  use  email  marke0ng?   Full  Email  List   Target  Segment   Sent  and  Delivered   Failed  Messages  (hard  and   soc  bounces)  •  Periodic  newsle^ers   Unsubscribes,   complaints  •  Daily  deal  /  Promo0onal   Opens,  Clicks  •  Event  Driven  /  Triggered   Convert   Emails   Speaking: Noam Rotem (Ongage)
  7. 7. Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Noam Rotem (Ongage)
  8. 8. Overview  of  an  Email  Plan  Recipient  Base  &  List  Management   Engagement  Strategy   Segmenta0on  and  Content   Campaign  Strategy   Analyze  results  (metrics,  KPIs)   Speaking: Noam Rotem (Ongage)
  9. 9. Recipient  Base  &  List  Management  •  Recipient  Database  •  Field  Architecture  •  Management  Tac0cs  •  Upload  your  new  subscribers  •  Remove  Unengaged  Users   Speaking: Noam Rotem (Ongage)
  10. 10. Engagement  Strategy  •  Iden0fy  your  Audience  •  Email  type  •  Content  for  each  segment  •  Call  to  ac0on  •  Tac0cs:  Subject  Line  A/B  Test   Speaking: Noam Rotem (Ongage)
  11. 11. Segmenta0on  and  Content  •  Segmenta0on  Strategy   –  Demographics  Criteria   –  Offline  Business  Interac0ons   –  Email  Engagement  /  Behavior  •  Content  Strategy   –  Prepare  your  Content:  Copy  &  HTML   –  Audience  appropriate   –  Be  engaging,  be  relevant   –  Don’t  overload   –  Large  Fonts  are  in  Vogue   –  Don’t  overload  with  images   –  Test  rendering   Speaking: Noam Rotem (Ongage)
  12. 12. Campaign  Strategy  •  Campaign  Strategy,  Experiments  &  Setup   –  Campaign  =  Email  +  Segment(s)  +  Schedule   –  A/B  Tes0ng  op0ons   –  Event  Campaigns  (aka  Triggered)   –  Transac0onal  Emails   Speaking: Noam Rotem (Ongage)
  13. 13. Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Steve Wheeler (Dyn)
  14. 14. Measuring  -­‐  Email  Metrics  •  Don’t  cross  the  streams   –  Separates  metrics   –  Easy  to  separate  IP  pools   –  More  accurate  analysis   Speaking: Steve Wheeler (Dyn)
  15. 15. Measuring  -­‐  Email  Metrics  •  Record  all  relevant  data  by  Segment   –  Opens,  Clicks   –  Bounces  (Hard  and  Soc)   –  Unsubscribes   –  Complaints   –  Conversions   Speaking: Steve Wheeler (Dyn)
  16. 16. Key  Performance  Indicators  (KPI)  •  Posi0ve  Indicators   –  Successfully  Sent/Delivered   –  Opens  /  Clicks   –  Conversions  •  Nega0ve  Indicators   –  Failed  (hard  bounces  and  soc  bounces)   –  Complaints   –  Unsubscribes   Speaking: Steve Wheeler (Dyn)
  17. 17. More  Advanced  KPI’s  •  Metrics  by  ISP  •  Ra0os  of  metrics   –  Complaint  /  Open   –  Click  /  Open  Ra0o  •  Rela0onship  to   1st and 3rd party business  model   business relationships#emaildelivery   Speaking: Steve Wheeler (Dyn)
  18. 18. Genera0ng  and  Using  an   Email  Plan  1.  Iden0fy  how  you  use  email  2.  How  to  generate  a  plan  3.  Measuring  and  Key  performance  indicators  4.  Op0mizing  for  performance   Speaking: Noam Rotem (Ongage)
  19. 19. Op0mizing  for  Performance  •  Itera0ve  Process   –  Difference  between  Repor0ng  and  Analy0cs  •  Review   –  Segments   –  Content   –  Campaigns   –  Deliverability   Speaking: Noam Rotem (Ongage)
  20. 20. Thoughts  on  ESP  Solu0ons   Examples  from  Dyn  and  Ongage   Speaking: Mike Veilleux (Dyn)
  21. 21. Transac0onal  vs.  Campaign  Based   Dyn  –  Transac+onal   Ongage  -­‐  Campaign  •  Interac0on  based   •  Backed  by  Dyn’s   mailing   infrastructure  and  •  Capture  and  report  on   Deliverability   analy0cs   •  List  management  •  Customer  based  data   •  Content  management   management   •  Campaign  management  •  Robust  Infrastructure   •  In  depth  analy0cs  •  Focus  on  Deliverability   Speaking: Mike and Noam
  22. 22. Who  tracks  what?   Dyn  –  Deliverability   Ongage  -­‐  Campaign  •  Delivery  Metrics   •  Pulls  stats  from  Dyn  API  •  Reports  via  API  or  Web   and  aggregates  them  by  •  Manage  domain  and  IP   campaigns,  date,   segment,  list.   reputa0on  •  Shared  and  dedicated  IP   •  Also  has  ability  to   monitor  post  click   Pools   conversions.  •  Feedback  Loop  and  ISP   •  Campaign  Dashboard   rela0ons   Snapshot  Report     Speaking: Mike and Noam
  23. 23. DynECT  Email  Repor0ng   Speaking: Mike Veilleux (Dyn)
  24. 24.  Campaign  Dashboard  Snapshot   Speaking: Noam Rotem (Ongage)
  25. 25. Split  Campaign  Report   (aka  A/B  Tes0ng)  Ongage  provides  the  ability  to  do  A/B  Tes0ng   between  Emails  and  Segments.   Speaking: Noam Rotem (Ongage)
  26. 26. Thanks  for  listening,  now  Q&A!   www.dyn.com   www.ongage.com   Mike  Veilleux   Steve  Wheeler   Noam  A.  Rotem  Dir.  of  Email  Prod.,  Dyn   Dir.  of  Deliverability,  Dyn   Product  &  Marke0ng  Manager   @MikeVeilleux   @InboxExpert   @OngageConnect         Q&A moderated by Josh Nason (Dyn)

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