Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© Constant Contact 2015
Good, Better, Best!
How to evaluate the success of your
email marketing
© Constant Contact 2015
Tamsin Fox-Davies
Small business evangelist
Email: tfox-davies@constantcontact.com
Hello…
Question...
How we
work
together
Why are we here today?
Why are we here today?
Small businesses believe that reports and analytics...
6
How do reports and analytics
relate to your marketing?
7
At its core, marketing is
about getting results.
1. Marketing with reports and analytics
What are reports and analytics?
Reports Analytics
Types of
campaigns
and reports
9
2. Marketing campaigns types and reports
Look into
individual
campaigns
10
Which
reports
matter?
2: Marketing campaign types & reports
•Open rate
Indicates which subject lines & topics
interest you...
12
To see a the 36 country full list of open rates, visit: bit.ly/ctctopenrates
Government Agencies 34.08%
Art galleries/m...
13
2. Marketing campaigns types and reports
Campaigns and Reports
Email Event Survey Offer/
Promotion Donations Social Med...
14
2. Marketing campaigns types and reports
Email:What if?
Email Event Survey Offer/
Promotion Donations Social Media
High...
Spotlight on the
“click-though”
15
2. Marketing campaigns types and reports
16
Next steps
17
• Set benchmarks for yourself.
• Set a frequency to review reports and make
changes to your marketing.
• Don...
Good better best: How to measure the success of your email marketing
Upcoming SlideShare
Loading in …5
×

Good better best: How to measure the success of your email marketing

365 views

Published on

Email marketing is the best way to reach potential clients and maximize existing ones. But two-thirds of campaigns prove to be inefficient. Why? In this webinar, recorded live on October 15, 2015, Tamsin Fox-Davies from Constant Contact explores how to measure the success of your email marketing.

We take a look into the specific analytics that you should be monitoring and how to use that information to improve your email marketing efforts.

Published in: Software
  • Be the first to comment

  • Be the first to like this

Good better best: How to measure the success of your email marketing

  1. 1. © Constant Contact 2015 Good, Better, Best! How to evaluate the success of your email marketing
  2. 2. © Constant Contact 2015 Tamsin Fox-Davies Small business evangelist Email: tfox-davies@constantcontact.com Hello… Questions after the event? /SmallBizMarketingMentor @TamsinFD
  3. 3. How we work together
  4. 4. Why are we here today? Why are we here today?
  5. 5. Small businesses believe that reports and analytics...
  6. 6. 6 How do reports and analytics relate to your marketing?
  7. 7. 7 At its core, marketing is about getting results. 1. Marketing with reports and analytics
  8. 8. What are reports and analytics? Reports Analytics
  9. 9. Types of campaigns and reports 9 2. Marketing campaigns types and reports
  10. 10. Look into individual campaigns 10
  11. 11. Which reports matter? 2: Marketing campaign types & reports •Open rate Indicates which subject lines & topics interest your audience •Click-through rate Indicates which content, products & services are most relevant •Bounces •Spam reports •Opt-outs
  12. 12. 12 To see a the 36 country full list of open rates, visit: bit.ly/ctctopenrates Government Agencies 34.08% Art galleries/museums 32.06% EDUCATION 26.30% HOTELS 21.74%Entertainment 20.06% Medical Services 34.87% nonprofit education 33.57% Nonprofit Religious Organizations 40.24% RESTAURANT 22.72% Retail 17.96% Salon & Spa 21.22% Travel 19.08% RVICES 28.24% Manufacturing & Distribution23.74%Publishing22.88% Travel &Tourism 19.08% sports & recreation 26.13% EVENT PLANNER21.46% Consultant 9.85% Salon & S Governmen ENTERTA Nonprof mu Medic ORGANIZATIO ution23.74% URANT 22.72% Salo Entertainm n 19.03% ION 8.95% 17.91% ION 17.91% Hotels 21.74%
  13. 13. 13 2. Marketing campaigns types and reports Campaigns and Reports Email Event Survey Offer/ Promotion Donations Social Media • Open rate Indicates which subject lines & topics interest your audience • Click-through rate Indicates which content, products & services are most relevant • Bounces • Spam • Opt-outs • Registration status Indicates effectiveness of your promotions & number of people interested in your event • Attendance Indicates if event topic, logistics and promotions appealed to audience • Payment status • Response rate Indicates how many customers are engaged with your business & call to action • Open rate • Click-through rate to survey • Number claimed/ sold Indicates which products, services & offers your audience prefers • Revenue • New customers • Audience reach • Shares • Funds raised Indicates success of communicatio n& audience interest • Number of donors Indicates awareness of appeals & level of investment • Donation amounts • Engagement Indicates if fans are connecting to content • Click-through rate Provides information on which multimedia, blog posts, products or services resonate • Reach • Fans/ followers • Open rate • Click-through rate • Bounces • Spam • Opt-outs • Registration status • Attendance • Payment status • Response rate • Open rate • Click-through rate to survey • Number claimed/ sold • Revenue • New customers • Audience reach • Shares • Funds raised • Number of donors • Donation amounts • Engagement • Click-through rate • Reach • Fans/ followers Reports measure... Campaigns
  14. 14. 14 2. Marketing campaigns types and reports Email:What if? Email Event Survey Offer/ Promotion Donations Social Media High open rate Make it even better: • Find the best time & day • Identify best keywords • Segment your audience by interest High open rate, low click-through rate Improve it by: • Have a strong call to action • Make email mobile friendly • Keep email short Low click-through rate Improve it by: • Watch timing & frequency • Write a strong subject line • Send relevant, engaging content Low open rate Low open rate, high click-through rate Make it even better: • Format links to stand out • Offer links to preferred content • Segment audience based on clicks High click-through rate
  15. 15. Spotlight on the “click-though” 15 2. Marketing campaigns types and reports
  16. 16. 16
  17. 17. Next steps 17 • Set benchmarks for yourself. • Set a frequency to review reports and make changes to your marketing. • Don’t change everything at once.

×