This document discusses email marketing metrics and attribution. It argues that most attribution models discriminate against email and that email influences sales across all channels. It promotes using customer-centric, omni-channel dashboards and virtual testing to optimize email performance and understand cross-channel attribution at the individual customer level. Virtual testing platforms can efficiently test many subject line variations without exposing real customers to subpar messages.

1. Email Marketing: Metrics for the Customer Age
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist & @alchemyworx @touchstonetests
dela@alchemyworx.com

2. Why You Should Listen To Me?

3. On The Other Hand……

4. Confirmation Bias

5. Email Whether Personal Or work Related Is
Everywhere

8. US Digital Marketing Spend Forecast

9. Web Traffic by Channel

10. Marketing Spend by Channel
Forrester: US Digital Marketing Forecast

12. Opportunity cost is a key concept in economics,
described as expressing the basic relationship
between scarcity and choice
The notion of opportunity cost plays a crucial part
in attempts to ensure that scarce resources
are used efficiently

13. Correct attribution changes the way you think
about email

14. Email Influences All Channels

15. Most attribution models discriminate against email
34% of referral attribution
46% of Organic
63% of Unattributed
% of Paid ???

16. Attribution

17. Poor attribution has its roots in Digital marketers are
obsessed with the bottom of the funnel

18. Email and the top of the funnel

19. © Alchemy Worx 2016
Attribution

20. © Alchemy Worx 2016
Attribution

21. © Alchemy Worx 2016
Attribution

22. Impressions are credited as
influential in every channel
EXCEPT Email

23. The Nudge Effect Subject Lines Influence Non-
Openers Too

24. Email Drives Sales In Other Channels

25. Email Drives Sales In Other Channels

26. Inactive subscribers are still influenced
by your emails
Learning from 6.6 billion sends by MailChimp commerce platform
http://bit.ly/1WdAXF0

27. Email Marketing is about the address not the message!

28. The solution

29. Never use campaign metrics

30. Never use rates
Data Source Touchstone www.touchstonetests.io

31. Confirmation Bias

32. Never use rates
Data Source Touchstone www.touchstonetests.io

33. Time flow is a critical dimension

34. On The Other Hand……

36. Multiple sources

37. Alchemy Worx Customer-centric
omni channel dashboards

41. Attribution
We are using
campaign based
reports to understand
customers

42. Top 10 Strategic Issues For CMO in 2016

43. 1,876 vendors represented across 43 categories

44. Email is the key to cross-channel Attribution

45. The missing piece - Customer based reports

46. The Race to 12 Zeros

47. Online Ads $59.6 billion in 2015 – Google and
Facebook = 64% market share

48. Valuing your main asset

49. Testing

51. Virtual Testing Removes The Friction & Cost
www.touchstonetests.io

52. Live testing exposes customers who are about
to engage with you to below par subject lines

53. You have to test a LOT of Subject Lines to ensure you get a significant lift -
the only way to do that is with a virtual test platform.
Doesn’t matter if your content generated by:
Intelligent machines
Brilliant copywriter or agency
10,000 monkeys typing randomly

54. Virtual
Customers
The proprietary self-learning platform
delivers accurate prediction rates
Algorithmic
Analysis
Machine
Learning
Data Lake
Virtual Testing
Optimisation
Interactions
Billions of datapoints are
tagged and scored to
produce aggregate
relevance
ANALYSIS
Machine-learning improves
algorithmic analysis with
increasing client data input
TESTING
Users test against all data
not just their own segments
thereby drawing on the
widest sample possible
Dashboard
Platform
www.touchstonetests.io

55. Virtual Testing Works!
• Total campaigns sent each
month - 94
• % of campaigns tested on
Touchstone - 18%
• Number of variations per test - 8
• Not tested: 12.1%
• Tested: 15.1%
• Lift: 28%
www.touchstonetests.io

56. www.touchstonetests.io

58. Thank You & Stay in Touch
uk.linkedin.com/in/delaquist
dela@alchemyworx.com
@Alchemyworx
@DelaQuist
@Touchstonetests
Follow

59. Do no Evil