Measuring success

Using the tools at your disposal to improve campaign success

A bit about me!

Katie Finch

Senior Business Development Manager

I like shopping (a lot), holidays and

animals (probably more than humans!!)

I am not a fan of rain, the cold or mess (my desk may suggest otherwise!)

Reporting

Q: What do you do with your email reporting?

Email reports

• Opens – who opened your email?

• Clicks – Who clicked through on your content?

• Devices – What device were they using?

• Bounces – Is anybody there?

Opens

What is a good open rate?

A good open rate depends on…

• What sector are you in?• Financial services, retail, publishing etc

• What type of emails do you send?• B2B/B2C• Acquisition/retention

• How do you communicate with your audience?• Just sales and offers• Do you give away content?

How do you affect your open rates?

How can we affect your open rates?

• Data capture and welcome campaigns (how did you set the

expectation of the on-going relationship?)

• LEARN from the reporting from your previous campaigns

• Subject line – relevant, timely and personalised?

• Serialising content – be like a good book, make your emails

relevant to each other

• Consider your overall strategy. Are you always shouting or

are you creating a dialogue?

Clicks

What is a good click through rate?

A good click through rate varies…

• What was the goal of your message?• Were you information sharing or driving traffic?

• Was is a single product/feature message/newsletter?• Were their multiple content blocks?

• Was the content relevant?• Am I interested?

• Did the content reflect the subject line?• Did you talk about half price Miu Miu to get the open when you’re

selling cat wormer?

How do you affect your click through rates?

How can we affect our click through rates?

• Send at a time when the recipient has time to action/convert?

Tools like Intelligent Time Sending will ensure that the email is in the inbox when the recipient has demonstrated opening behaviour

• Does your content render in the device that they are using?

• How may links are there in your email? When trying to generate clicks include as many links as you can

• Consider the design

How can we affect our click through rates?

• Do you look at your previous messages when designing your new ones?

• What part of your reporting should you be looking at?

Devices

What is the most popular device for your recipients to open your message in?

We are not all using desktops!

What’s the benefit of device reporting?

Bounces

What does a bounce mean to you?

What does bounce a mean?

• The email address has expired

• You have churn in your list

• You can’t communicate with them via email

• You have the opportunity to use another channel

Reporting

Q: What do you do with your email reporting?

A: Use it to make smarter decisions