Email Marketing: Metrics for the Customer Age
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist & @alch...
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...
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 Pai...
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
ht...
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 t...
Virtual
Customers
The proprietary self-learning platform
delivers accurate prediction rates
Algorithmic
Analysis
Machine
L...
Virtual Testing Works!
• Total campaigns sent each
month - 94
• % of campaigns tested on
Touchstone - 18%
• Number of vari...
www.touchstonetests.io
Thank You & Stay in Touch
uk.linkedin.com/in/delaquist
dela@alchemyworx.com
@Alchemyworx
@DelaQuist
@Touchstonetests
Follow
Do no Evil
Conversion Hotel 2016 - Dela Quist
Conversion Hotel 2016 - Dela Quist
Conversion Hotel 2016 - Dela Quist
Conversion Hotel 2016 - Dela Quist
Conversion Hotel 2016 - Dela Quist
Conversion Hotel 2016 - Dela Quist
Conversion Hotel 2016 - Dela Quist
Conversion Hotel 2016 - Dela Quist
Conversion Hotel 2016 - Dela Quist
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Conversion Hotel 2016 - Dela Quist

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Slides of the keynote of Dela Quist at Conversion Hotel 2016: http://www.conversionhotel.com - Email Marketing: Metrics for the Customer Age

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Conversion Hotel 2016 - Dela Quist

  1. 1. Email Marketing: Metrics for the Customer Age Dela Quist: CEO Alchemy Worx uk.linkedin.com/in/delaquist @delaquist & @alchemyworx @touchstonetests dela@alchemyworx.com
  2. 2. Why You Should Listen To Me?
  3. 3. On The Other Hand……
  4. 4. Confirmation Bias
  5. 5. Email Whether Personal Or work Related Is Everywhere
  6. 6. US Digital Marketing Spend Forecast
  7. 7. Web Traffic by Channel
  8. 8. Marketing Spend by Channel Forrester: US Digital Marketing Forecast
  9. 9. 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
  10. 10. Correct attribution changes the way you think about email
  11. 11. Email Influences All Channels
  12. 12. Most attribution models discriminate against email 34% of referral attribution 46% of Organic 63% of Unattributed % of Paid ???
  13. 13. Attribution
  14. 14. Poor attribution has its roots in Digital marketers are obsessed with the bottom of the funnel
  15. 15. Email and the top of the funnel
  16. 16. © Alchemy Worx 2016 Attribution
  17. 17. © Alchemy Worx 2016 Attribution
  18. 18. © Alchemy Worx 2016 Attribution
  19. 19. Impressions are credited as influential in every channel EXCEPT Email
  20. 20. The Nudge Effect Subject Lines Influence Non- Openers Too
  21. 21. Email Drives Sales In Other Channels
  22. 22. Email Drives Sales In Other Channels
  23. 23. Inactive subscribers are still influenced by your emails Learning from 6.6 billion sends by MailChimp commerce platform http://bit.ly/1WdAXF0
  24. 24. Email Marketing is about the address not the message!
  25. 25. The solution
  26. 26. Never use campaign metrics
  27. 27. Never use rates Data Source Touchstone www.touchstonetests.io
  28. 28. Confirmation Bias
  29. 29. Never use rates Data Source Touchstone www.touchstonetests.io
  30. 30. Time flow is a critical dimension
  31. 31. On The Other Hand……
  32. 32. Multiple sources
  33. 33. Alchemy Worx Customer-centric omni channel dashboards
  34. 34. Attribution We are using campaign based reports to understand customers
  35. 35. Top 10 Strategic Issues For CMO in 2016
  36. 36. 1,876 vendors represented across 43 categories
  37. 37. Email is the key to cross-channel Attribution
  38. 38. The missing piece - Customer based reports
  39. 39. The Race to 12 Zeros
  40. 40. Online Ads $59.6 billion in 2015 – Google and Facebook = 64% market share
  41. 41. Valuing your main asset
  42. 42. Testing
  43. 43. Virtual Testing Removes The Friction & Cost www.touchstonetests.io
  44. 44. Live testing exposes customers who are about to engage with you to below par subject lines
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. www.touchstonetests.io
  49. 49. Thank You & Stay in Touch uk.linkedin.com/in/delaquist dela@alchemyworx.com @Alchemyworx @DelaQuist @Touchstonetests Follow
  50. 50. Do no Evil

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