Email MarketingAnalytics & Testing

Scott MowerySearch & Online Marketing Manager

Cleveland ClinicMay 25, 2011

EMAIL ANALYTICS

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Basic Email Marketing Metrics

• Deliverability• Open Rate• Clickthrough Rate• Effective Rate

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Pre-Visit Measures

60% of email marketers use only these metrics(Source: Forrester Research)

Why Get Beyond Opens and Clicks?

• Learn more about users• Boost program efficiency• Justify your budget• Job security

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Object: Measure engagement and conversions by segmenting your traffic

Measure Levels of Interaction

• Recency & Frequency• Bounce Rate• User-Generated Content• Social Media Sharing• Creating a user account• Lead Generation• Orders & Revenue

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Pre-Visit Measures

Engagement Measures

What is the Value of Your Users?

• Churn Rate• Average Order Value• Average Subscriber Value• Cost per Lead• Cost per Order• Revenue Over 12 months• Lifetime Value

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Pre-Visit Measures

Engagement Measures

Subscriber Level Measures

• Consistent tagging structure– Campaign, Medium, Source, Content

• Each message should have unique tagging• Allow roll up and drill down measures• Focus on critical, actionable metrics

Analytics Suggestions

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More Info on Tagging Email Campaigns: bit.ly/emailtag1 bit.ly/emailtag2 bit.ly/emailtag3

EMAIL TESTING

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Why Should You Test?

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Why Don’t We Test?

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Testing Formats

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VS.

A/B Split Test Multivariate Test

Two recipes;Test one variable at a time

3 x 3 x 3 = 27 recipesMore Recipes = Longer Test

• Subject Lines & Sender• Calls to Action• Design & Imagery• Body Copy• Offers• Timing

Testing Elements

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Get Examples of EachEmail Testing Element:

slidesha.re/emailtestingelements

Testing Optimization Process

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Plan

Source: Forrester Research, Inc.

Design Develop QA

Launch Analyze Act Document

Pre-Send Optimization

Send & Post-Send Optimization

• Data trumps opinions• State a hypothesis, not scenarios• Establish goals/decisions• Take big swings• Remember the 6 P’s• Be a testing evangelist

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Plan Design Develop QA

Pre-Send Optimization Tips

• Measure to multiple goals• Strive for statistical significance• Archive results• Not all emails are equal• Retest your findings• Bring out the next challenger

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Launch Analyze Act Document

Send & Post-Send Optimization Tips

• ABTests.com & WhichTestWon.com• Your inbox• A/B Test Calculator (bit.ly/abtestcalc) • #email, #emailmarketing and #measure

Other Email Analytics Resources

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Scott Mowerymowerys@ccf.org @scottmowery

View this deck on slidesha.re/mowery110525

clevelandclinic.orgFacebook.com/clevelandclinic

Twitter.com/clevelandclinicYouTube.com/clevelandclinic

Thank You!

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