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Simple Metrics for Email Campaign Success
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Simple Metrics for Email Campaign Success
1.
Sean O’Donovan Chief Marketing Officer Michael Hardwicke Brown Digital Marketing Manager aa Email Marketing Bootcamp for Credit Unions Webinar # 2: Simple Metrics for Email Campaign Success
2.
Why Make the Time to Measure Email Metrics? Measure the success of your campaign Email effectiveness Identify opportunities for improvement Track progress towards your goals (e.g. increase loan revenue)
3.
The Beginners Email Metrics Toolkit Sent Delivered Hard Bounces Opens Clicks
4.
Tracking Made Easy
5.
The Mathematics: Deriving the Ratios Delivery Rate = Delivered ÷ Sent Hard Bounce Rate = Hard Bounces ÷ Sent Open Rate = Opened ÷
Delivered Click Rate = Clicked ÷ Delivered Click-to-Open Rate (CTO) = Clicked ÷ Opened
6.
What Do All These Numbers Really Mean?
7.
Delivery Rate How many emails reach your members inboxes Campaigns can only be effective if your emails reach inboxes and get read Tip: Look at a group of emails rather than individuals
8.
Avoiding Spam Filters
9.
Boosting Your Delivery Rates Improve the quality of your lists • Remove previous hard bounces • Remove contacts that have not opened or clicked over a long period of time •
Pay attention to your automatic replies Lower your send size • Break your send size up into smaller segments – 2500 per email Tip: Add your company name to the “from” name E.g. Change from ‘Customer Support’ to ‘ABC Credit Union’
10.
Hard Bounce Rate Measures the number of people that you sent to who have a permanent error Primarily indicative of your list quality
11.
Open Rate Number of emails opened Highly influenced by: • List Selection: more relevant content = higher open rate • Subject lines
12.
Improving Your Open Rate Implement Segmentation • Send relevant emails to the right people Make hypothesis driven A/B testing part of your routine Fact: Only 18% of financial services organizations use segmentation
13.
Hypothesis Driven A/B Testing: Your New Mantra
14.
Click Rate & Click To Open Rate How many people took the action intended in the email Primary affected by your email content
15.
Turbocharge Your Click Rates CONTENT IS KING • Does your content align with the reader’s expectations • Less is more -
make content consumable in 8 seconds or less • Test your content and design Add a clear Call-to-Action
16.
Simple Strategies to Measure Return on Investment Strategy 1 Strategy 2
17.
More Metrics to Paint the Picture Unsubscribes Conversions Complaints Engagement over time Time spent viewing Device type Open date & time List growth AND MUCH MORE Key Focus: DELIVERY, OPENS, CLICKS
18.
A few bonus insights Time of day is insignificant compare to proper targeting Responsive DOES matter When starting, expect lower delivery and higher unsubscribe rates
19.
Ask The Experts Sean O’Donovan Chief Marketing Officer Michael Hardwicke Brown Digital Marketing Manager
20.
Sign up for webinar #3: Preview Doxim Email Marketing Thursday, September 8th @ 2:00 PM EST
21.
All-in-one email marketing platform with powerful features - Create great looking, personalized HMTL emails with dynamic content - Ensure mobile-friendly results with responsive templates -
Increase customer engagement with events and surveys - Monitor and adjust campaigns with in- depth reporting - Automate campaigns using data triggers. Doxim email marketing
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