The document discusses the importance of measuring email marketing performance beyond just opens and clicks, highlighting that these metrics do not provide a complete picture of campaign effectiveness. It emphasizes the use of Google Analytics for deeper insights into user engagement, including time metrics, list growth, and content engagement. The report also includes guidance on tracking various aspects of email campaigns and data segmentation to enhance customer engagement.

1. Measuring Email Marketing
Performance Beyond Opens and Clicks

2. Agenda
Why to go beyond opens and clicks rate
What is ‘there’ beyond opens and clicks rate
Google Analytics' role in email tracking and performance

3. Speakers
Smita More
Marketing Manager
Abhishek Agarwal
An Ex-Googler

4. Why go beyond opens & clicks rate?
• Don’t always tell the complete story
• Are not directly aligned to business
• Don’t completely tell how email campaigns are
driving sales and generating revenue

5. What is beyond opens & clicks
Time Metrics…..READ WHEN?
Time of Day Reports Day of a Week Reports

6. What is beyond opens & clicks
List Metrics…..WHO IS READING?
 List growth?
 Correct emails?
 Never opens?

7. What is beyond opens & clicks
List Metrics…..WHO IS READING?

8. What is beyond opens & clicks
Comparative Report…..WHAT IS WORKING?
0
20
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Unique views Clicks
Read the story and hear the recording
OOPS! Please pardon for our mistake
 Subject lines
 Link Titles
 Content

9. What is beyond opens & clicks
Content Engagement…..TIME SPENT
 Time spent on website?
 Pages visited

10. What is beyond opens & clicks
Analytics…..GOOGLE INTEGRATION

11. Abhishek Agarwal
Google Analytics and Email Marketing

12. Decoding URL Builder
• utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example:
google, newsletter, facebook, etc.
• utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.
• utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
• utm_term: Mostly used in CPC campaigns to Identify paid search keywords.
• utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two
call-to-action links within the same email message, you can use utm_content and set different values like call-
to-action_1 & call-to-action_2.

13. How to Use URL Builder

14. Juvlon
Improve Customer Engagement
Run Data Enrichment Campaigns
Reduce Invalid Email Addresses
Send Personalized Emails and SMS
What to track ?
1) Buttons/Call to action
2) Banner Click Thrus
3) Calls – Give unique numbers
4) Emails – Number of incremental responses for that day
5) Social Posts – Sharing

15. Juvlon
Improve Customer Engagement
Run Data Enrichment Campaigns
Reduce Invalid Email Addresses
Send Personalized Emails and SMS
How do you segment your list?
Time frames
Activity
Product
Where subscriber is in conversion process
Do you put your subscribers into categories?
Promotional
Transactional
On demand
Triggered
Scheduled
External
Paid
Non-paid

16. What Behavior to track on GA
• Bounce Rate = # of email campaign visits with a single Page View / # of email campaign visits
• Depth of Visit = Percent of email campaign visits that last longer than xx pages
• Actions Completed = Percent of email campaign visits that submitted the form.
• Macro Conversion Rate – Most Imp Goal
• Micro Conversion Rate – Second most Important Goal

17. Tracking Sessions Via Mailer in GA

18. GA Data At Campaign Level

19. JUVLON
EMAIL AND SMS MARKETING

20. Juvlon
Improve Customer Engagement
Run Data Enrichment Campaigns
Reduce Invalid Email Addresses
Send Personalized Emails and SMS

21. Juvlon Reports

22. Juvlon
www.juvlon.com
Only for this webinar attendees!!

23. Questions?
Smita More
smita.more@nichelive.com
marketing@juvlon.com
www.juvlon.com
Abhishek Agarwal
abhishek.ag121@gmail.com