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#digitalagencyday#digitalagencyday
Go Beyond
Open + Click Rates
Using data to (actually) optimize your clients’ campaigns
#digitalagencyday
It’s okay, we have
good open and click
through rates.
#digitalagencyday
We’re every marketer’s
worst nightmare
#digitalagencyday#digitalagencyday
Quick Intros!
Justine Jordan
VP of Marketing, Litmus
@meladorri
Jenn Fernandes
Customer Success Manager, Litmus
@JennAFernandes
#digitalagencyday#digitalagencyday
Today…
companies know that
customer lifetime value may
be the single most important
metric for enabling growth.
#digitalagencyday#digitalagencyday
It’s less about the size of a list,
and more about targeted engagement over the long term
more on this later : )
#digitalagencyday#digitalagencyday
ROI
With a typical return of 38:1 on every dollar
invested, email is the best ROI for digital
marketers.
Creating a targeted email counts!
#digitalagencyday#digitalagencyday
Most “standard” metrics
#digitalagencyday#digitalagencyday
...but what other metrics
are important to consider?
Let’s talk about…
Email metrics beyond opens and clicks.
How data impacts the email creation process.
Trends and behaviors behind the numbers.
What it all means for your clients’ campaigns!
1
2
3
4
#digitalagencyday
Device, client, and app data
How subscribers
interact with email
#digitalagencyday
Mo’ screens, mo’ problems
#digitalagencydaySource: emailclientmarketshare.com / Litmus Email Analytics
Device trends since 2011
#digitalagencyday
B2B
Software
B2C
Retailer
What does your clients’ data say?
#digitalagencyday
Where are people reading?
#digitalagencyday
Where people read affects what & how they see
Emails can look different…
Outlook 2007 Apple Mail
#digitalagencyday
iPhone: Inbox by Gmail app iPhone: Mail app
#digitalagencyday
… be difficult to read…
#digitalagencyday
… or be downright broken L
#digitalagencydaySource: emailclientmarketshare.com / Litmus Email Analytics
Mobile is here to stay
#digitalagencyday#digitalagencyday
strategy #1
mobile first
aka agnostic, aware, scalable
#digitalagencyday
Considers the mobile user a priority
•  One layout for all screen sizes
•  320-500px
•  Large text & buttons
•  Generous white space
•  Clear calls to action
•  Short, concise body copy
#digitalagencyday#digitalagencyday
strategy #2
responsive
aka agnostic, aware, scalable
#digitalagencyday#digitalagencyday
strategy #3
hybrid
aka ‘spongy’
#digitalagencyday
Responsive that
works in Gmail
(yes, really!)
#digitalagencyday
‣  Body copy: 16px+
‣  Headlines: 22px+
‣  Buttons: 44px by 44px
‣  Space: 40px+
‣  Tappable touch targets
#digitalagencyday
ENLARGE
ALL THE THINGS
#digitalagencyday
Outlook-heavy audience Adjust design for preview pane, code for limited support
Image-blocking email clients Use styled alt text and background colors
Many Gmail users CSS must be inlined; consider hybrid approach for mobile
Large number of retina devices Use high resolution ‘retina’ images
Large Lotus notes audience Start looking for another job
Data-driven strategies
Animated GIFs for non-Outlook audiences
Pixel art for image blocking
#digitalagencyday
Beware of blue links
on iPhone and iPad
#digitalagencyday
Read rate + influencer metrics
How subscribers
engage with email
#digitalagencyday
Opens ≠
Engagement!
#digitalagencyday
Duration of engagement or ‘read rate’
How long does each subscriber spend reading messages?
#digitalagencyday
Duration of engagement or ‘read rate’
How long does each subscriber spend reading messages?
Analyze read rate for each
message opened
Does this change depending
on platform?
Inform design, segmentation,
and copywriting decisions
#digitalagencyday
Give subscribers a
reason to read and return
A live Twitter feed targets users that
can see the functionality and
participate in the stream
Encourage engagement
#digitalagencyday
See where in the world
opens, prints & forwards
are happening
Why? To tailor content, inform
design, send time, segmentation,
and copywriting decisions.
Geotargeting Subscribers
#digitalagencyday
#digitalagencyday
#digitalagencyday
62% average open rate
+209% over general messages
#digitalagencyday
Case Studies
#digitalagencyday
Who: Nationwide coffee chain
What: Increased email engagement 3%
•  Analyzed user, time of day, geolocation, and device
type to segment & target
•  Utilized different design, incentives, and time of day
sends to target users
•  Used geolocation to target local stores & deliver
incentives right to the user’s inbox!
Sign-ups for mobile payment app increased by 3%
#digitalagencyday
Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive
Email
4.4%% 11.5% 58
Difference -13.7% 130% 93.3%
Who: Act-On Software
What: Increased performance with
responsive redesign and A/B testing
litmus ®
Resources!
campaignmonitor.com/css
#digitalagencyday
Responsive
Templates
bit.ly/slate-templates
#digitalagencyday
2016 State of
Email Report
bit.ly/2016-state-email
1
2
3
Litmus Email Analytics
Individual user data w/ FTP delivery
Slice/dice to target + segment
Works with any ESP
litmus.com/giftcard
coupon code digitalagencyday
Litmus Unlimited
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Free Month!

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