email marketing reporting, analytics & insights (blue sky factory user conference)
TRANSCRIPT
marketing metrics that matter
christopher s. pennblue sky factory
Photo Credit: AlanCleaver_2000
Photo credit: SashaW
Photo credit: Make Lemons
you are doing it wrong
Net Profit
Net Profit
Margin
Volume
Net Profit
Margin
Volume
Income
Expense
Audience
Action
Net Profit
Margin
Volume
Income
Expense
Audience
Action
times
minus
times
=
=
=
Income
Expense
Audience
Action
Sale valueUpsells and cross sellsMeasured in Dollars
Income
Expense
Audience
Action
Marketing expendituresHardware/software/peopleMeasured in Dollars
Income
Expense
Audience
Action
Size of audienceGrowth of audienceMeasured in People
Income
Expense
Audience
ActionFrequency of messagesConversionMeasured in Actions
Income
Expense
Audience
Action
Sales and sale pricesUpsells and cross sellsMeasured in Dollars
Marketing expendituresHardware/software/peopleMeasured in Dollars
Size of audienceGrowth of audienceMeasured in People
SharesConversionMeasured in Actions
Income
Expense
Audience
Action
Sale $Profit increase % and $Repeat Sale $
Marketing budget $Vendor $Salaries and time in $
Database size% database growthReach
Impressions/OpensClicksConversions to leadsShares
Income
Expense
Audience
Action
$
$
Size
Action Rate
$50,000
$50
1000
$300
$250
50000
2%
times
minus
times
=
=
=
$5M
X
X
X
X
X
X
times
minus
times
=
=
=
Income
Expense
Audience
Action
Sale $Profit increase % and $Repeat Sale $
Marketing budget $Vendor $Salaries and time in $
Database size% database growthReach
Impressions/OpensClicksConversions to leads
$50,000
$50
1000
$300
$250
50000
2%
times
minus
times
=
=
=
$80,000
$50
1600
$300
$250
50000
3.2%
times
minus
times
=
=
=
How to increase action?
Action
Deliverability
Open Rate
Click Rate
Conversion
Action
Deliverability
Open Rate
Click Rate
Conversion
Sender Score, SPF, Best Practices
Action
Deliverability
Open Rate
Click Rate
Conversion
Sender Score, SPF, Best Practices
From, subject lines, A/B testing
Action
Deliverability
Open Rate
Click Rate
Conversion
Sender Score, SPF, Best Practices
From, subject lines, A/B testing
Design principles, copy, offer value
Landing pages, funnels & sales
Action
Deliverability
Open Rate
Click Rate
Conversion
% or number
% or number
% or number
% or number
99%
25%
1%
10%
Action
Deliverability
Open Rate
Click Rate
Conversion
9900
2475
25
3
99%
25%
1%
10%
Action
Deliverability
Open Rate
Click Rate
Conversion
9900
2970
30
3
99%
30%
1%
10
Action
Deliverability
Open Rate
Click Rate
Conversion
9900
2475
25
4
99%
25%
1%
15%
Action
Deliverability
Open Rate
Click Rate
Conversion
9900
2475
148
15
99%
25%
6%
10%
Action
Deliverability
Open Rate
Click Rate
Conversion
Design principles, copy, offer value
Action
Deliverability
Open Rate
Click Rate
Conversion
9900
2970
178
27
99%
30%
6%
15%
Income
Expense
Audience
Action
Sales and sale pricesUpsells and cross sellsMeasured in Dollars
Marketing expendituresHardware/software/peopleMeasured in Dollars
Size of audienceGrowth of audienceMeasured in People
Frequency of messagesConversionMeasured in Actions
Income
Expense
Audience
Action
Sale $Profit increase % and $Repeat Sale $
Marketing budget $Vendor $Salaries and time in $
Database size% database growthReach
Impressions/OpensClicksConversions to leadsShares
DiscussionChristopher S. Penn, VP Strategy and Innovation
www.BlueSkyFactory.com