Measuring Email Marketing Performance Beyond Opens and Clicks

Agenda

Why to go beyond opens and clicks rate  

What is ‘there’ beyond opens and clicks rate 

Google Analytics' role in email tracking and performance 

Speakers

Smita MoreMarketing Manager

Abhishek AgarwalAn Ex-Googler

Why go beyond opens & clicks rate?

• Don’t always tell the complete story

• Are not directly aligned to business

• Don’t completely tell how email campaigns are driving sales and generating revenue

What is beyond opens & clicksTime Metrics…..READ WHEN?

Time of Day Reports Day of a Week Reports

What is beyond opens & clicksList Metrics…..WHO IS READING?

List growth?

Correct emails?

Never opens?

What is beyond opens & clicksList Metrics…..WHO IS READING?

What is beyond opens & clicksComparative Report…..WHAT IS WORKING?

Unique views Clicks0

20

40

60

80

100

120

140

160

180

200 Read the story and hear the recording

OOPS! Please pardon for our mistake

Subject lines Link Titles Content

What is beyond opens & clicksContent Engagement…..TIME SPENT

Time spent on website? Pages visited

What is beyond opens & clicksAnalytics…..GOOGLE INTEGRATION

Abhishek Agarwal Google Analytics and Email Marketing

Decoding URL Builder

• utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter, facebook, etc.

• utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.

• utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.

• utm_term: Mostly used in CPC campaigns to Identify paid search keywords.

• utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values like call-to-action_1 & call-to-action_2.

How to Use URL Builder

Juvlon

Improve Customer Engagement

Run Data Enrichment Campaigns

Reduce Invalid Email Addresses

Send Personalized Emails and SMS

What to track ?

1) Buttons/Call to action2) Banner Click Thrus3) Calls – Give unique numbers4) Emails – Number of incremental responses for that day5) Social Posts – Sharing

Juvlon

Improve Customer Engagement

Run Data Enrichment Campaigns

Reduce Invalid Email Addresses

Send Personalized Emails and SMS

How do you segment your list?Time framesActivityProductWhere subscriber is in conversion process

Do you put your subscribers into categories?Promotional TransactionalOn demandTriggeredScheduledExternalPaidNon-paid

What Behavior to track on GA• Bounce Rate = # of email campaign visits with a single Page View / # of email campaign visits

• Depth of Visit = Percent of email campaign visits that last longer than xx pages

• Actions Completed = Percent of email campaign visits that submitted the form.

• Macro Conversion Rate – Most Imp Goal

• Micro Conversion Rate – Second most Important Goal

Tracking Sessions Via Mailer in GA

GA Data At Campaign Level

JUVLONEMAIL AND SMS MARKETING

Juvlon

Improve Customer Engagement

Run Data Enrichment Campaigns

Reduce Invalid Email Addresses

Send Personalized Emails and SMS

Juvlon Reports

Juvlon

www.juvlon.comOnly for this webinar attendees!!

Questions?

Smita More

smita.more@nichelive.com

marketing@juvlon.com

www.juvlon.com

Abhishek Agarwal

abhishek.ag121@gmail.com