go beyond opens & clicks: using data to optimize your client's campaigns
TRANSCRIPT
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Go Beyond Open + Click Rates
Using data to (actually) optimize your clients’ campaigns
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Quick Intros!
Justine Jordan VP of Marketing, Litmus @meladorri
Jenn Fernandes Customer Success Manager, Litmus @JennAFernandes
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Today…
companies know that customer lifetime value may be the single most important metric for enabling growth.
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It’s less about the size of a list, and more about targeted engagement over the long term
more on this later : )
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ROI With a typical return of 38:1 on every dollar invested, email is the best ROI for digital marketers.
Creating a targeted email counts!
Let’s talk about…
Email metrics beyond opens and clicks. How data impacts the email creation process. Trends and behaviors behind the numbers. What it all means for your clients’ campaigns!
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#digitalagencyday Source: emailclientmarketshare.com / Litmus Email Analytics
Device trends since 2011
#digitalagencyday Source: emailclientmarketshare.com / Litmus Email Analytics
Mobile is here to stay
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Considers the mobile user a priority
• One layout for all screen sizes
• 320-500px
• Large text & buttons
• Generous white space
• Clear calls to action
• Short, concise body copy
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‣ Body copy: 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ Space: 40px+
‣ Tappable touch targets
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Outlook-heavy audience Adjust design for preview pane, code for limited support
Image-blocking email clients Use styled alt text and background colors
Many Gmail users CSS must be inlined; consider hybrid approach for mobile
Large number of retina devices Use high resolution ‘retina’ images
Large Lotus notes audience Start looking for another job
Data-driven strategies
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Duration of engagement or ‘read rate’ How long does each subscriber spend reading messages?
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Duration of engagement or ‘read rate’ How long does each subscriber spend reading messages?
Analyze read rate for each message opened Does this change depending on platform?
Inform design, segmentation, and copywriting decisions
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Give subscribers a reason to read and return A live Twitter feed targets users that can see the functionality and participate in the stream
Encourage engagement
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See where in the world
opens, prints & forwards
are happening
Why? To tailor content, inform
design, send time, segmentation,
and copywriting decisions.
Geotargeting Subscribers
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Who: Nationwide coffee chain What: Increased email engagement 3%
• Analyzed user, time of day, geolocation, and device type to segment & target
• Utilized different design, incentives, and time of day sends to target users
• Used geolocation to target local stores & deliver incentives right to the user’s inbox!
Sign-ups for mobile payment app increased by 3%
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Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive Email 4.4%% 11.5% 58
Difference -13.7% 130% 93.3%
Who: Act-On Software
What: Increased performance with
responsive redesign and A/B testing
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Litmus Email Analytics
Individual user data w/ FTP delivery
Slice/dice to target + segment
Works with any ESP
litmus.com/giftcard coupon code digitalagencyday