Simple Metrics for Email Campaign Success

SeanO’DonovanChiefMarketingOfficer

MichaelHardwickeBrownDigitalMarketingManager

aaEmailMarketingBootcampforCreditUnionsWebinar#2:SimpleMetricsforEmailCampaignSuccess

WhyMaketheTimetoMeasureEmailMetrics?

MeasurethesuccessofyourcampaignEmaileffectivenessIdentifyopportunitiesforimprovementTrackprogresstowardsyourgoals(e.g.increaseloanrevenue)

TheBeginnersEmailMetricsToolkit

SentDeliveredHardBouncesOpensClicks

TrackingMadeEasy

TheMathematics:DerivingtheRatiosDeliveryRate=Delivered÷ SentHardBounceRate=HardBounces÷ SentOpenRate=Opened÷ DeliveredClickRate=Clicked÷ DeliveredClick-to-OpenRate(CTO)=Clicked÷ Opened

WhatDoAllTheseNumbersReallyMean?

DeliveryRateHowmanyemailsreachyourmembersinboxesCampaignscanonlybeeffectiveifyouremailsreachinboxesandgetread

Tip: Lookatagroupofemailsratherthanindividuals

AvoidingSpamFilters

BoostingYourDeliveryRates

Improvethequalityofyourlists• Removeprevioushardbounces• Removecontactsthathavenotopenedorclickedoveralongperiodoftime

• Payattentiontoyourautomaticreplies

Loweryoursendsize• Breakyoursendsizeupintosmallersegments– 2500peremail

Tip: Addyourcompanynametothe“from”nameE.g.Changefrom‘CustomerSupport’to‘ABCCreditUnion’

HardBounceRate

MeasuresthenumberofpeoplethatyousenttowhohaveapermanenterrorPrimarilyindicativeofyourlistquality

OpenRateNumberofemailsopened

Highlyinfluencedby:• ListSelection:morerelevantcontent=higheropenrate• Subjectlines

ImprovingYourOpenRate

ImplementSegmentation• Sendrelevantemailstotherightpeople

MakehypothesisdrivenA/Btestingpartofyourroutine

Fact: Only18%offinancialservicesorganizationsusesegmentation

HypothesisDrivenA/BTesting:YourNewMantra

ClickRate&ClickToOpenRate

HowmanypeopletooktheactionintendedintheemailPrimaryaffectedbyyouremailcontent

TurbochargeYourClickRates

CONTENTISKING• Doesyourcontentalignwiththereader’sexpectations• Lessismore- makecontentconsumable in8secondsorless• Testyourcontentanddesign

AddaclearCall-to-Action

SimpleStrategiestoMeasureReturnonInvestment

Strategy1 Strategy2

MoreMetricstoPaintthePicture

UnsubscribesConversionsComplaintsEngagementovertimeTimespentviewingDevicetypeOpendate&timeListgrowthANDMUCHMORE

KeyFocus: DELIVERY,OPENS,CLICKS

Afewbonusinsights

TimeofdayisinsignificantcomparetopropertargetingResponsive DOESmatterWhenstarting,expectlowerdeliveryandhigherunsubscriberates

AskTheExperts

SeanO’DonovanChiefMarketingOfficer

MichaelHardwickeBrownDigitalMarketingManager

Signupforwebinar#3:PreviewDoxim EmailMarketingThursday,September8th@2:00PMEST

All-in-oneemailmarketingplatformwithpowerfulfeatures- Creategreatlooking,personalizedHMTL

emailswithdynamiccontent- Ensuremobile-friendlyresultswith

responsivetemplates- Increasecustomerengagementwith

eventsandsurveys- Monitorandadjustcampaignswithin-

depthreporting- Automatecampaignsusingdatatriggers.

Doxim emailmarketing