measuring email-campaigns beyond opens and clicks
TRANSCRIPT
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
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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
www.juvlon.com
Abhishek Agarwal