Collect and analyze email campaign data

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in this section we'll explore all facets
of collecting and analyzing your email
marketing campaign data
data is important because sending the
emails out is only half of the challenge
measuring whether your campaign was
successful or not is a big part of your
campaign too
so when it comes to email marketing
campaigns how can you tell if yours was
successful or not
first you have to understand how data
metrics kpis and reports all fit
together
you'll learn that all of these concepts
help ensure you're confident in your
decision making allow for a more
productive strategy help organize and
define target audiences and open your
organization up to new opportunities
then i'll talk to you about the common
email marketing metrics most digital
marketers use to determine a project
success rate
those are open rate click to open rate
unsubscribe rate complaint rate
conversion rate forward rate list growth
rate bounce rate and your campaign's roi
then you'll discover best practices for
presenting those campaign results to
stakeholders
stakeholders are going to be the people
usually within your organization that
are affected by the campaign in some way
this might mean your boss your team
members or colleagues in other
departments at your company
so let's begin meet me back here in a
bit
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when it comes to email marketing
campaign results there are lots of
concepts that are important to know
terms like data metrics key performance
indicators or kpis and reports are all
likely to be a part of your daily
vocabulary as a digital marketer
and it can be confusing to try to
distinguish between them
in this video we'll work to understand
the relationship between all of these
concepts
you'll come to learn that tracking and
evaluating your campaign's performance
will help you understand how to serve
your audience which will lead to
audience growth
when you know what works you know what
you want to stop doing and what you want
to do more of
knowing how to collect data track
metrics and kpis and review reports will
help you analyze results and turn them
into insights
these results help ensure you're
confident in your decision making they
enforce productivity so you don't waste
time focused on tactics that aren't
working
they help you define and target your
audience and they open your organization
up to new opportunities
think of it this way
lots of data makes up metrics metrics
make up kpis and kpis make up reports
let's start with data
data refers to a collection of facts or
information
these facts numbers or information are
used to inform or plan something so when
you think about how many people visit
your website
how many purchases were made after you
sent out a promotional email or even
something like the age breakdown of your
audience that's all raw data
so how do you turn data into metrics
as you've learned in this program
metrics are data with additional context
if data is a number think of metrics as
a quantitative measurement of those
numbers or data
metrics help you make sense of raw data
metrics refer to the quantifiable
measurements that are used to track and
assess a business objective
for example if you're looking at an
email marketing automation tool
dashboard and you see 40 website visits
from an email campaign that's an example
of data
it's only until you view it as a metric
that it becomes a piece of useful
information
if you look a little closer and see that
the 40
is your open rate that's a metric
you learn more about open rates later
but the open rate is the percentage of
users that open your email
when it comes to email marketing you
can't choose and personalize data based
on your organization but you can choose
and personalize which metrics to
prioritize based on your organization's
goals
some important email marketing metrics
are open to click rate open rate
unsubscribe rate bounce rate and share
rate
recall that key performance indicators
or kpis are measurements used to gauge
how successful a business is in its
effort to reach a business or marketing
goal
kpis are metrics but not all metrics are
kpis this is because kpis are the
metrics you decide are important to
determine your email marketing campaign
success
you may decide that return on investment
and conversion rate are the two metrics
your company needs to prioritize for
success
whereas open rate isn't a metric you'll
pay attention to
and sometimes it's helpful to think
about how your metrics fit together
maybe you have secondary kpis that when
prioritized will help you reach your
goals
for example if your sales are a little
low but your conversion rate seems to be
on target you might want to focus on
open rate so that you're getting
subscribers to open the email if they
open the email they're one step closer
to buying and your sales may increase as
a result
an email marketing report is a
collection of kpis
it usually includes the use of effective
visuals like graphs tables and figures
once you have your email marketing
campaign report you can use it to pull
insights from
what did you learn what did the figures
tell you
your reports are oftentimes included in
presentations to inform stakeholders
the importance of data metrics kpis and
reports in email marketing really can't
be overstated because they help inform
your path as an organization they help
answer questions like are you where you
want to be
are you headed in the right direction or
should you pivot and adjust your tactics
based on audience behaviors
being able to answer those questions for
your organization is invaluable
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recall that metrics are quantifiable
measurements used to track and assess
progress toward a business objective
this is important to remember as we
explore the most commonly used metrics
in email marketing
whether you're the one tasked with
setting kpis at your company or they're
already set for you you'll need to know
the importance of each metric in email
marketing in this video we'll explore
open rate click to open rate and
unsubscribe rate let's get into it
an open rate is the percentage of users
that open your email
most likely you won't have to do any
kind of calculating yourself because
you'll be using a tool that automates
those for you
however it's good to know that it can be
calculated by dividing the number of
people who open the email by the number
of people who receive the email your
open rate is important because it
indicates how engaged your subscribers
are
a high open rate might mean you are
writing effective subject lines while
the low open rate might mean your
subject lines need some work
if your organization doesn't put much
emphasis on achieving high open rates
though you aren't the only ones
some companies care more about how the
subscribers engage with the email once
they've opened it rather than the fact
that they've opened it
that's where your click to open rate
comes in
a click to open rate is the percentage
of email recipients who clicked on one
or more links in an email out of the
total number of unique opens
if you ever need to calculate your click
to open rate divide total clicks by the
number of unique opens
this metric is often used in a b testing
where two versions of an email are sent
out at the same time to see which
version an audience responds more
positively to
lots of marketers pay very close
attention to their click to open rate
let's say you are trying to generate
interest in your new cleaning business
through email marketing
you decide to send two versions of the
same email with different images
attached to hyperlinks whichever has a
higher click to open rate or whichever
version your subscribers clicked on more
will determine future decisions around
which images you may add
the more your audience engages with your
content the more your email marketing
campaign will thrive and if they aren't
engaging you may find that they'll
eventually unsubscribe that's where our
unsubscribe rate comes in
an unsubscribe rate is just what it
sounds like it's the percentage of email
recipients who unsubscribe from your
send list after opening an email
this metric is useful because it
indicates whether you are delivering
content that your audience enjoys
however in some cases users just opt out
of opening your emails altogether rather
than unsubscribing
so if they aren't opening your emails
that's a different issue than them
unsubscribing
to calculate the unsubscribe rate divide
the number of unsubscribes by the number
of emails delivered
open rate click to open rate and
unsubscribe rate are all great
indicators of how things might be going
for your campaign
whether or not they are the right
metrics to prioritize as kpis that's up
to you and your team
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in this portion of the course you're
learning all about the metrics companies
track to see whether their campaign is
successful or not
we're covering everything from open rate
click to open rate and of subscribe rate
to conversion rate email bounce rate
complaint rate and more
in this video we'll focus on the last
three i just mentioned conversion rate
email bounce rate and complaint rate
the conversion rate is the percentage of
email recipients who clicked on a link
in your email and took a desired action
like making a purchase
basically conversion rate answers the
question did your audience do the thing
you wanted them to do
achieving a high conversion rate is very
important to many companies because it
means you're selling more products or
services without having to increase your
budget
you can calculate conversion rate by
dividing the number of conversions by
the number of clicks
typically you'll rely on analytics tools
to give you this number
google analytics which you may have
already heard about and you'll learn
more about in later videos provides
marketing statistics and analytical
insights
it's a great tool for understanding your
customers by tracking various metrics
like conversion rates
going back to a prior example if you
want to know the conversion rate for
your new house cleaning company's email
campaigns you'll want to check how many
people ended up booking your services
from your emails a subscriber is more
likely to take your desired actions if
they receive your emails that's where
email bounce rate comes in
email bounce rate refers to the
percentage of emails sent that could not
be delivered to the recipient's inbox
this metric can be calculated by taking
the total number of bounced emails and
dividing by the number of emails sent
multiplied by a hundred
typically bounce rates can vary and are
subject to change so to see how you are
doing check your industry standards
online
if you find your bounce rate is higher
than the industry average you may need
to do some investigating
a bounced email is caused by incorrect
or inactive email addresses or an import
error with your email list to avoid a
high bounce rate make sure to verify
your domain double check your automation
tool is up to date and working properly
purge your email list periodically so
that inactive emails are no longer
included and make sure you have your
subscribers permission to send emails
your complaint rate is the percentage of
complaints recipients send to mailbox
providers about receiving your email you
can calculate it by dividing the number
of complaints you receive by the total
number of messages you receive from
recipients
most experts agree to an industry
standard of about .01
or one complaint per 1000 emails
so since your new home cleaning business
is relatively small you may not track
this metric for a while because odds are
you're not getting a lot of complaints
this metric can help you gauge how happy
your subscribers are
and since you're serving them you want
to be sure you aren't offending them or
getting something wrong if you do you
may lose subscribers
conversion rate email bounce rate and
complaint rate all provide important
insights to the overall success of your
campaign
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when it comes to email marketing growth
can be measured in lots of ways
one organization's definition of growth
may be different from another
organization
one company may choose to track their
list growth rate as a kpi while another
tracks forward rate
a third company may choose to track
return on investment or roi to find out
if the work they're putting in is
resulting in increased sales dollars
in order to know which metrics your
company should track you'll need to
become familiar with the most common
email marketing metrics
in this video we'll talk about roi list
growth rate and forward rate let's start
with roi
recall that roi is the ratio of money
made and money spent
you can calculate this number by
dividing the total revenue by the total
amount of money spent and multiplying by
a hundred
so let's say your house cleaning company
made eight hundred dollars from your
first email campaign
and you figure you spent about two
hundred dollars on it your roi will be
this important metric tells you whether
your email marketing strategy is
productive
roi and email marketing tends to be
pretty high because the total spend is
so low
this number is always helpful to know
but it's especially useful when creating
reports and presentations for
stakeholders
showing a dollar amount helps to show
the effectiveness of your campaign to
your organization
it's important to note that you may not
review your roi as frequently as the
other metrics
you may check the others daily or weekly
but roi is often calculated and reviewed
monthly quarterly or annually
in the previous video i mentioned that
email marketing has an average roi of 42
to 1.
so for every one dollar spent 42 dollars
is made back that's a pretty high return
on investment
but don't get discouraged if your roi
isn't that high every situation is
different and maybe you are more focused
on tracking other metrics
and return depends on multiple factors
such as volume of sales average order
value website conversion rate and more
because of this companies in differing
industries may have very different
return margins on email marketing
campaigns
list growth rate is the rate at which
your list grows
the calculation for this one is a little
more advanced you take the number of new
subscribers minus the number of
unsubscribers
divide that by the total number of email
addresses on your list and then multiply
it by a hundred
if you gained six new subscribers and
lost two your list growth rate is four
percent
this number is helpful to track because
if your emails are quality a high list
growth rate may translate to a higher
sales volume which can mean a higher roi
another way to grow your brand's
audience is through subscriber forwards
a forward rate is the percentage of
recipients who click on the share button
to post to social media or who click the
forward button to send to others
forward raids can be calculated by
dividing the number of forwards or
shares by the total number of emails
delivered
a forward rate is an incredibly valuable
metric because when an email is
forwarded it means you are generating
new leads
and what greater compliment to your
brand is there than to know your
subscribers want to share you with the
world
i hope you feel ready to help your
company or future company strategize and
prioritize growth using the metrics and
kpis you've learned
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after you've spent time tracking your
metrics and assessing your campaign
success levels you'll want to share that
information with stakeholders and
marketing team members
your stakeholders will be interested to
know how effective your email campaigns
are and if your time is being used
wisely and this is where you'll
communicate that
to do this you'll build an email
marketing report
an email marketing report is essentially
a collection of your kpis that you
present to your team and stakeholders to
inform them of your campaign's progress
in this video you're going to learn how
to create an effective email marketing
report
an email marketing report tells your
stakeholders just what your campaigns
are doing for the company
these reports answer questions like how
is our business positively benefited
from email marketing
is our email marketing strategy falling
flat anywhere how can we improve upon it
can we put even more money behind
certain aspects of our campaign now and
so many more
so when it comes to presenting these
reports to stakeholders be concise
visual engaging and show growth
being concise is important because you
want to show you value your stakeholders
time
so only include details that are
absolutely necessary to tell your
campaign story and avoid jargon in
technical language so that anyone can
understand your report even if they are
not familiar with email marketing
metrics
using visuals on your report is an
effective way to tell your story
visuals show your audience something
that words can't always accomplish and
they represent what you're saying
visually to help people understand it
for instance
showing your stakeholders a line graph
with many spikes and dips in it is much
more effective than putting text on
screen that attempts to explain the
spikes and dips
it's okay to use a report straight from
your automation software but if you want
to tailor the presentation to your
liking you should rely on programs like
google slides microsoft powerpoint or
canva
using images diagrams and charts also
adds interest and allows you to be more
engaging with your stakeholders
being engaging is important because you
want your stakeholders to be interested
and entertained
grab and keep your stakeholders
attention by varying the way that you
present your data play videos of demos
testimonials or case studies tell a
story or anecdote related to the data in
the report
and ask for audience participation
through questions surveys or quizzes
it's not just about entertaining your
stakeholders though
you want to show them that you're adding
value to the company thanks to your
campaign
include your key performance areas this
will help you demonstrate how you
achieved successful results and outcomes
so describe the goals and objectives you
set for the project and what you hope to
have achieved by the end
if you're presenting this report to your
business partner and co-owner of your
house cleaning service and you know your
general objective is to grow your
subscriber list over the duration of the
campaign explain how you did that
then describe how you met those
objectives against your kpis
review how you define the success of
your project at the beginning and
highlight the outcomes you achieve that
demonstrate the success
let's say your goal was to increase your
list growth rate by 400 percent over
four months
your list growth rate is your kpi
so include whether or not you hit that
goal
include all of this as a bullet point
list so that it's organized clear and
concise
growth can also mean you learn some hard
lessons discuss anything you learn
during the course of the project and any
areas you've identified for improvement
you may or may not be a naturally gifted
presenter but use these tips and you'll
be better equipped for that part of the
job meet you back here later
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