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Marketing metrics matter:
beyond essentials
Tink TaylorFounder & President, dotmailer
@TinkTaylor @dotmailer
“Half of the money spent on
advertising is wasted;
the trouble is I don’t know
which half.”
The holy grail
What can be taken as the ultimate measure?
Click thru Rate
• Delivered / Unique Clicks
Direct Marketing
• Volume Mailing / Interactions
The holy grail
What can be taken as the ultimate measure?
Click thru Rate
• Delivered / Unique Clicks
Direct Marketing
• Volume Mailing / Interactions
Challenges
Opens or clicks?
Campaign A
Check out our new
British film of the month
Emails delivered: 10,000
Unique opens: 2,000
Open rate: 20%
Campaign B
Check out Benedict Cumberbatch’s
brand new film!
Emails delivered: 10,000
Unique opens: 1,500
Open rate: 10%
Opens or clicks?
Campaign A
Check out our new
British film of the month
Emails delivered: 10,000
Unique opens: 2,000
Open rate: 20%
Unique clicks 200
Click through rate 2%
Click to open rate 10%
Campaign B
Check out Benedict Cumberbatch’s
brand new film!
Emails delivered: 10,000
Unique opens: 1,500
Open rate: 10%
Unique clicks 300
Click through rate 3%
Click to open rate 20%
Challenges
Process Metrics ie
• Opens
• Clicks
• Click Thru Rate
The alternative metrics
1. Device usage
Reading email is the most
popular activity for 78% of
smartphone users
Reading email is the most
popular activity for 78% of
smartphone users - Forrester
Mobile is not a channel it’s a device!
150-200
time per day
1. Device usage
Reading email is the most
popular activity for 78% of
smartphone users
Reading email is the most
popular activity for 78% of
smartphone users - Forrester
Mobile is not a channel it’s a device!
150-200
time per day
2. Time of action
3. Site conversion funnel
Source: Ometria
Browse abandonment
Cart abandonment
Home page
View category
View product
Add to cart
Checkout
$$$
3. Site conversion funnel
Source: Ometria
Browse abandonment
Cart abandonment
Home page
View category
View product
Add to cart
Checkout
$$$
4. Engagement
• Dwell time
• 0-2 sec = Skimmed
• 2-8 sec = Glanced / read
• Click & open – reach
– Customer interaction
– Over time
– Across the whole
customer database
4. Engagement
• Dwell time
• 0-2 sec = Skimmed
• 2-8 sec = Glanced / read
• Click & open – reach
– Customer interaction
– Over time
– Across the whole
customer database
4. Engagement
How does my open rate compare… ?
4. Engagement
Camp 1Open rate 25%
Camp 2Open rate 25%
Camp 1Open rate 25%
Camp 2Open rate 25%
Rates alone can steer us in the wrong direction
4. Engagement
Camp 1Open rate 25%
Camp 2Open rate 25%
Camp 1Open rate 25%
Camp 2Open rate 25%
Rates alone can steer us in the wrong direction
Open Reach 55%
5. The ‘halo’ effect
of in-store purchase
started followed an
online activity
of email recipients
visit a store after
reading an email
- Wandful Media
5. The ‘halo’ effect
of in-store purchase
started followed an
online activity
of email recipients
visit a store after
reading an email
- Wandful Media
Do you want to know which
channels perform the best at
any given time?
Do you want to know which
channels perform the best at
any given time?
Do you want to know which
channels drive the most value
to the business over time?
6. Customer value analysis
This analysis will show you:
• How each channel is performing
• Channel performance relative to the others
• The value of customer engagement across
multiple channels
• How much you should spend to acquire
customers across each channel
• How much you should spend to get
customers engaged across multiple channels
What does this tell us?
Spend no more than:
• $1.50 to acquire an email
• $0.10 to acquire a FB fan
• $0.90 for an email recipient to
become a FB fan
• $1.30 to capture the email for a
FB fan
Spend limit to convert:
• $13.50 for email subscribers
• $9.90 for FB fans
• $17.60 for Both email
subscribers & FB fans
Average
Purchaser Value
Average
Value
Email only $15.00 $1.50
Facebook only $10.00 $0.10
Both $20.00 $ 2.40
Ave Value: Db size / Total Rev
Ave Purchaser Value: Total Rev / No of purchasers
Conclusion
These are the metrics that matter
1. Device usage
2. Time to action
3. Site conversion funnel
4. Engagement
5. The ‘halo’ effect
6. Customer value analysis
Thank youTink Taylor
Founder & President, dotmailer
@TinkTaylor @dotmailer
Customer value example
Purchasers Revenue
Average
Purchaser
Value
Average
Value
Email 100,000 10,200 159,000 $15.59 $1.59
Facebook 30,000 1,400 26,000 $18.57 $0.87
Purchasers Revenue
Average
Purchaser
Value
Average
Value
Email only 90,000 9,000 $135,000.00 £15.00 $1.50
Facebook only 20,000 200 $2,000.00 £10.00 $0.10
Both 10,000 1,200 $24,000.00 £20.00 $2.40
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