Email Marketing Analytics and Testing - Web Association May 25, 2011

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Presentation on Email Marketing Analytics and Testing for the Cleveland Web Association luncheon on Email Marketing from May 25, 2011.

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Email Marketing Analytics and Testing - Web Association May 25, 2011

  1. 1. Email Marketing Analytics & Testing Scott Mowery Search & Online Marketing Manager Cleveland Clinic May 25, 2011
  2. 2. EMAIL ANALYTICS
  3. 3. Basic Email Marketing Metrics <ul><li>Deliverability </li></ul><ul><li>Open Rate </li></ul><ul><li>Clickthrough Rate </li></ul><ul><li>Effective Rate </li></ul>Pre-Visit Measures 60% of email marketers use only these metrics (Source: Forrester Research)
  4. 4. Why Get Beyond Opens and Clicks? <ul><li>Learn more about users </li></ul><ul><li>Boost program efficiency </li></ul><ul><li>Justify your budget </li></ul><ul><li>Job security </li></ul>Object: Measure engagement and conversions by segmenting your traffic
  5. 5. Measure Levels of Interaction <ul><li>Recency & Frequency </li></ul><ul><li>Bounce Rate </li></ul><ul><li>User-Generated Content </li></ul><ul><li>Social Media Sharing </li></ul><ul><li>Creating a user account </li></ul><ul><li>Lead Generation </li></ul><ul><li>Orders & Revenue </li></ul>Pre-Visit Measures Engagement Measures
  6. 6. What is the Value of Your Users? <ul><li>Churn Rate </li></ul><ul><li>Average Order Value </li></ul><ul><li>Average Subscriber Value </li></ul><ul><li>Cost per Lead </li></ul><ul><li>Cost per Order </li></ul><ul><li>Revenue Over 12 months </li></ul><ul><li>Lifetime Value </li></ul>Pre-Visit Measures Engagement Measures Subscriber Level Measures
  7. 7. <ul><li>Consistent tagging structure </li></ul><ul><ul><li>Campaign, Medium, Source, Content </li></ul></ul><ul><li>Each message should have unique tagging </li></ul><ul><li>Allow roll up and drill down measures </li></ul><ul><li>Focus on critical, actionable metrics </li></ul>Analytics Suggestions More Info on Tagging Email Campaigns: bit.ly/emailtag1 bit.ly/emailtag2 bit.ly/emailtag3
  8. 8. EMAIL TESTING
  9. 9. Why Should You Test?
  10. 10. Why Don’t We Test?
  11. 11. Testing Formats A/B Split Test Multivariate Test Two recipes; Test one variable at a time 3 x 3 x 3 = 27 recipes More Recipes = Longer Test VS.
  12. 12. <ul><li>Subject Lines & Sender </li></ul><ul><li>Calls to Action </li></ul><ul><li>Design & Imagery </li></ul><ul><li>Body Copy </li></ul><ul><li>Offers </li></ul><ul><li>Timing </li></ul>Testing Elements Get Examples of Each Email Testing Element: slidesha.re/emailtestingelements
  13. 13. Testing Optimization Process Plan Source: Forrester Research, Inc. Design Develop QA Launch Analyze Act Document Pre-Send Optimization Send & Post-Send Optimization
  14. 14. <ul><li>Data trumps opinions </li></ul><ul><li>State a hypothesis, not scenarios </li></ul><ul><li>Establish goals/decisions </li></ul><ul><li>Take big swings </li></ul><ul><li>Remember the 6 P’s </li></ul><ul><li>Be a testing evangelist </li></ul>Plan Design Develop QA Pre-Send Optimization Tips
  15. 15. <ul><li>Measure to multiple goals </li></ul><ul><li>Strive for statistical significance </li></ul><ul><li>Archive results </li></ul><ul><li>Not all emails are equal </li></ul><ul><li>Retest your findings </li></ul><ul><li>Bring out the next challenger </li></ul>Launch Analyze Act Document Send & Post-Send Optimization Tips
  16. 16. <ul><li>ABTests.com & WhichTestWon.com </li></ul><ul><li>Your inbox </li></ul><ul><li>A/B Test Calculator (bit.ly/abtestcalc) </li></ul><ul><li>#email, #emailmarketing and #measure </li></ul>Other Email Analytics Resources
  17. 17. <ul><li>Scott Mowery </li></ul><ul><li>[email_address] @scottmowery </li></ul><ul><li>View this deck on slidesha.re/mowery110525 </li></ul><ul><li>clevelandclinic.org </li></ul><ul><li>Facebook.com/clevelandclinic </li></ul><ul><li>Twitter.com/clevelandclinic </li></ul><ul><li>YouTube.com/clevelandclinic </li></ul>Thank You!

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