Chart of the Day: Research shows the most popular measurements and KPIs for email marketing evaluation
I’ve been taking a look at the latest trends in email marketing based on the DMA Email tracker in advance of speaking at the Email Innovations Summit at Data-driven business later in the month.
Since the focus is data or insights-driven business, I was interested to see how evaluation of email marketing has moved on (or not).
I like the DMA email tracker report since it asks respondents to a survey to give an estimate of the average ROI of email marketing.
This always shows the power of email marketing as a relatively low-cost responsive medium which drives results in many industry sectors...
In 2018, the ROI of email marketing is £32.28 for every £1 spent, up from £30.03 last year.
Metrics and KPIs used to evaluate email marketing
Digging into the details of how email marketing is evaluated,…
Chart of the Day: 2017 global email benchmark report
It's that time of year!
We have up-to-date email marketing statistics from the 2017 GLobal Email Bench mark Report from Sendgrid, best of all it's broken-down by industry. Here the statistics are taken from 2016 vs 2017 (although remember that 2017 isn't finished yet). But it does give a good indication of where we are in regards to industry standards. So, run your reports and see where you stand against the industry standards.
So, fire up your ESP, run your reports and see where you stand against the industry standards. You could be doing better than you think. If not it could be time to make all those improvements you've always wanted to make.
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Source: 2017 Global…
A short tutorial and example showing how to track your email marketing campaigns by tagging links in your email with Google Analytics
I was prompted to write this how-to post since some email marketers I speak to during Email Marketing training courses, use Google Analytics, but weren't aware it can be used for email tracking "beyond the click". This means that as well as getting reporting in your email marketing system on opens and clicks for your sends, you can also isolate visits from email in your Google Analytics to see which pages are viewed and whether visitors convert.To set this up email tracking you will need to tag your email with 'Google Analytics campaign tracking codes as explained later with the example in this article.
Once you're using tracking, Google Analytics segments can be used to isolate visitors referred from email to understand their preferences and behaviours. This really helps prove the value of…
Chart of the Day: After all your hard work creating your email, do you know if it arrived at its correct destination?
Firstly, let's make sure we know exactly what deliverability is.
If our marketing email arrives in the subscribers' inbox, that is a successful delivery. However many things could affect our emails deliverability, like Internet Service Providers (ISPs), bounces, spam issues to name a few.
In today's chart, the question asked, "How do you monitor and improve deliverability?" It is good to see that the majority do monitor it in some form. 37% test messages for the spam score and optimize before sending. Although still, 28% say they do nothing.
You need to monitor your deliverability. For example, if you are having high bounce rates, it could mean your domain is on a blacklist somewhere. And ISPs take notice of reputable blacklists like SpamCop.
With deliverability, you don't want to be complacent.…
Chart of the Day: What challenges you when it comes to email marketing? Part 3 of 4.
For email marketers, there will always be aspects of email marketing that are a challenge. This is the third of my four part series pertaining to issues faced in email marketing.
We will be looking at the following during the course of the series:
Targeting & Segmenting
Subscriber list growth
Main email marketing goal.
The third challenge in the series is "Tracking results". Tracking results isn't necessarily the issue, but knowing what to track is. Having the correct Key Performance Indicators (KPIs) is extremely important because you need to know if your campaign has performed well. But metrics vary from business to business.
In the chart, we see that the Subscriber list growth is the highest metric tracked at 25% and on the other end of the spectrum is the open rates…
Are you struggling to measure the impact of your email program and is reporting taking too much time?
Then, you might want to consider tracking your email efforts in Google Analytics (GA). Here are ten rock-solid, performance-driven reasons why you should do just that:
1. Capture Email KPIs After the Click
“Don't skip this part - what happens after that email click will either deliver high conversions or kill the most valuable offer you ever had.”
Avinash Kaushik, Digital Marketing Evangelist, Google
Most Email Service Providers (ESPs) offer a fairly standard set of metrics that track the performance of your email, including open, click-through, bounce rates and unsubscribe rates.
What is really rare?
Insights about user behavior after the click.
Why would you need after-click insights?
Email is a core digital channel and marketers spend a great deal of time building their mailing lists. In fact, list building is a top challenge for most marketing specialists.
Email has never been so important to marketers
Email marketing is a key part of any digital marketing strategy, and often is one of the most powerful tools for delivering ROI. New research on the chalenges of email marketing from the DMA shows that, increasingly, it is being conducted in-house, rather than left to an agency. However, marketers continue to struggle with measuring ROI and often suffer from a lack of useful data on customers. Take a look at this new infographic from the DMA to see the results of their recent results of their email marketing research.
I interviewed Lauren Smith from Litmus, the email analytics software provider about some of the latest changes in the email marketing industry and what marketers can do to make the most of them
Email is consistently ranked among the most effective forms of digital marketing. The DMA's 2015 national email client report found that email has an average ROI of £38 for each £1 spent, which is spectacularly high. Given its effectiveness, email marketing is used by all kinds of businesses, from micro-businesses to the very biggest. To make the most of it you need to keep up to date with all the latest changes to platforms and tactics, which shift rapidly as ESPs launch new ways to view mail and mobile and desktop operating systems change the ways certain elements are displayed.
To help keep your email marketing efforts up to date, I interviewed Lauren Smith from Litmus, who are experts…
Predict what your email database will do to improve your click rate
The growth in Data Science techniques during the last few years has generated a vast interest in using analytical techniques to optimise engagement on email campaigns. Whether a company wishes to compare the performance of two email templates, compare the performance of multiple email templates or see the association between several characteristics of an email and a single metric, Predictive Analytical techniques allow them to acquire the answers they need.
Below we are going to outline 3 techniques you can implement from ‘getting started’ lists of around 500 subscribers, to highly advanced models geared towards enterprise users.
Understanding Sample Size
For these techniques to make sense, it is important to have a basic understanding of statistical significance and what size of list may be required for your tests to be useful. Very basically, the larger the sample size, the more statistically significant…
Going beyond opens and clicks to evaluate and improve subscriber engagement with your email programmes
How engaging are your emails? It’s likely that you review open and clickthrough rates for individual email campaigns and newsletters, but can you measure and prove how engaging your email marketing is on a long-term basis across multiple emails starting with the first welcome email. Dan Hare showed that it's challenging - he presented data which shows between 50-90% of subscribers may never open or click in a 6 month period.
In this article I’ll show some more advanced techniques we recommend to assess subscriber engagement which go beyond the basic email metrics of delivery, open and clickthrough rates.
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