This presentation shares some ideas of why should we look beyond opens and clicks while measuring email marketing performance. This slide deck also explains how google analytics plays a major role in measuring email marketing performance.
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
40
60
80
100
120
140
160
180
200
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
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.
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