Email Analytics delivered by www.littlegreenplane.com at the Chartered Institute of Marketing Summer Conference 2012 on 14 June 2012

1. Email Analytics
Measuring the success of your email campaigns
Rechenda Smith, Head of Email Marketing Presentation title
@rechendasmith

2. Content
• Common email KPIs • Recipient analytics
• Other KPIs • Superman analytics
• Sender analytics • Want more?

3. Introductions

4. Common email KPIs

5. 1. Customer retention
Tactics: useful content, customer satisfaction surveys, deals and
discounts, offer giveaways and contests
Measurement: number of repeat purchases, time between purchases,
average transaction value, customer lifetime value,
frequency of purchase and transaction recency.

6. 2. Customer acquisition
Tactics: Forward to friend links, social media links, events, LinkedIn,
your current website
Measurement: percentage of new visitors to your site, overall growth of your
email list, average number of page views per visitor, cost per
visitor, average number of visits per visitor, etc

7. 3. Brand awareness
Tactics: Bespoke template, consistent sender details, consistent
layout, relevant and useful content, Forward to a Friend
Measurement: Open and click-through rates, Forward to a Friend rates,
customer surveys

8. 4. Lead nurturing
Tactics: Useful and relevant content, offers and incentives,
competitions, Forward to Friend incentives
Measurement: Click-through rates, conversion rates, time to customer
conversion or the length of time it takes for a lead to become
a customer, cost spent to obtain each customer

10. Common client KPIs
• Opens (20%) • # enquiries
• Clicks (4%) • # sales
• OTC rate • Activity time (4 weeks later…)
• Bounce rate • Forward to a friend rates
• Event attendees • Re-engagement rates
• Doc/guide downloads • Brand awareness

11. Other KPIs

12. Delivery rate
Number of emails sent – number of bounce backs / emails sent
“Did we ever stand a chance at success?”
Bounce backs are not the best way to measure deliverability. The emails might
have been delivered but just ended up in the spam box where they never stood
a chance of being opened.

13. Click-to-deliver rate (CTDR)
Number of clicks / emails delivered
The key measure of the quality of your email list, content and design.
Segmenting this metric is really powerful. You can learn whether text messages
or messages with images get a higher CTDR. You can compare customers in
geographically; benchmark results between new and existing customers. This
should drive aggressive experimentation of email content / offers / targeting.

14. Subscriber retention rate
Track opens, clicks, unsubscribe, bounce and complaint rates over time
Are you holding court?
This measures the technical effectiveness of your email campaigns over time
(seen as a reduction of bounce backs) and the relevance of your messages
(reducing unsubscribe rates).

15. Sender analytics

16. Email service provider (ESP) analytics

17. Open to click rate

18. Top links pie chart

19. Postcode plotter

20. Campaign
comparison
tools

21. Bounce activity

22. Recipient analytics

24. Gmail Meter
See your own email habits
Monthly report emailed to you showing:
volume statistics, daily traffic, traffic pattern, email
categories, time before first response, thread
lengths, word count, top senders and top recipients
http://gmailblog.blogspot.co.uk/2012/04/know-your-gmail-stats-using-gmail-meter.html

27. Priority Inbox
Finds the important emails for you
Intuitive inbox system, ranks emails in order or
past popularity rather than date. Automatic
sorting makes predictions over time.
Action:
Ask recipient to mark emails as important
(same as Facebook), good content, good data

28. Automatic organiser

29. Sweep

30. Outlook: Xobni
Free plug-in for Outlook,
Gmail, Android, iPhone
and Blackberry.
http://www.xobni.com/

31. Superman analytics

33. Who actually
read your email?

34. What email
client did they
use?

35. Forwarding and printing
Incredible though it may seem, Litmus can
even tell you if your subscribers printed or
forwarded your message. And they track
natural forwards (someone using the
‘forward’ button in their email client), not
those done via a Forward to a Friend link.
No other tool is able to track this metric.

36. How it works:
“We provide you with a snippet of HTML code to add to your
email template. Our email analytics are compatible with any
email marketing software—just include our code and start
collecting real-time behavioural data on your next campaign.”
$300 a month

37. REMEMBER…
You can’t measure everything
…but you can keep your boss happy by setting realistic KPIs

38. Want more?

39. 24th July 2012
Grow your Business with Email Marketing
St John’s Innovation Centre, Cambridge
www.littlegreenplane.com/seminars

40. Questions