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Email Marketing: Metrics for the Customer Age
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist & @alchemyworx @touchstonetests
dela@alchemyworx.com
Why You Should Listen To Me?
On The Other Hand……
Confirmation Bias
Email Whether Personal Or work Related Is
Everywhere
US Digital Marketing Spend Forecast
Web Traffic by Channel
Marketing Spend by Channel
Forrester: US Digital Marketing Forecast
Opportunity cost is a key concept in economics,
described as expressing the basic relationship
between scarcity and choice
The notion of opportunity cost plays a crucial part
in attempts to ensure that scarce resources
are used efficiently
Correct attribution changes the way you think
about email
Email Influences All Channels
Most attribution models discriminate against email
34% of referral attribution
46% of Organic
63% of Unattributed
% of Paid ???
Attribution
Poor attribution has its roots in Digital marketers are
obsessed with the bottom of the funnel
Email and the top of the funnel
© Alchemy Worx 2016
Attribution
© Alchemy Worx 2016
Attribution
© Alchemy Worx 2016
Attribution
Impressions are credited as
influential in every channel
EXCEPT Email
The Nudge Effect Subject Lines Influence Non-
Openers Too
Email Drives Sales In Other Channels
Email Drives Sales In Other Channels
Inactive subscribers are still influenced
by your emails
Learning from 6.6 billion sends by MailChimp commerce platform
http://bit.ly/1WdAXF0
Email Marketing is about the address not the message!
The solution
Never use campaign metrics
Never use rates
Data Source Touchstone www.touchstonetests.io
Confirmation Bias
Never use rates
Data Source Touchstone www.touchstonetests.io
Time flow is a critical dimension
On The Other Hand……
Multiple sources
Alchemy Worx Customer-centric
omni channel dashboards
Attribution
We are using
campaign based
reports to understand
customers
Top 10 Strategic Issues For CMO in 2016
1,876 vendors represented across 43 categories
Email is the key to cross-channel Attribution
The missing piece - Customer based reports
The Race to 12 Zeros
Online Ads $59.6 billion in 2015 – Google and
Facebook = 64% market share
Valuing your main asset
Testing
Virtual Testing Removes The Friction & Cost
www.touchstonetests.io
Live testing exposes customers who are about
to engage with you to below par subject lines
You have to test a LOT of Subject Lines to ensure you get a significant lift -
the only way to do that is with a virtual test platform.
Doesn’t matter if your content generated by:
Intelligent machines
Brilliant copywriter or agency
10,000 monkeys typing randomly
Virtual
Customers
The proprietary self-learning platform
delivers accurate prediction rates
Algorithmic
Analysis
Machine
Learning
Data Lake
Virtual Testing
Optimisation
Interactions
Billions of datapoints are
tagged and scored to
produce aggregate
relevance
ANALYSIS
Machine-learning improves
algorithmic analysis with
increasing client data input
TESTING
Users test against all data
not just their own segments
thereby drawing on the
widest sample possible
Dashboard
Platform
www.touchstonetests.io
Virtual Testing Works!
• Total campaigns sent each
month - 94
• % of campaigns tested on
Touchstone - 18%
• Number of variations per test - 8
• Not tested: 12.1%
• Tested: 15.1%
• Lift: 28%
www.touchstonetests.io
www.touchstonetests.io
Thank You & Stay in Touch
uk.linkedin.com/in/delaquist
dela@alchemyworx.com
@Alchemyworx
@DelaQuist
@Touchstonetests
Follow
Do no Evil

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