Measuring the success of your email campaigns

Enhance Your Email Marketing Seminar

26 April, 2012

www.charitycomms.org.uk

#CCEmailTips

MEASURING THE SUCCESS OF YOUR EMAIL CAMPAIGNS

Going beyond clickthroughs and opens to discover the numbers that tell you the strength of your list, the quality of your copy, and where your campaigns are failing.

Email – no longer sexy

Opening Rate

=How good is your subject

line

Inbox is a to-do list

What my inbox says What I actually see

• Deal with this later• Ignore• Delete• Deal with this RIGHT

NOW• Delete• Ignore• Ignore• Fun! Check it out!

Explore your subject lines

Subject Open rate

List Length Theme Video

Stop biofuels 23% A 13 Biofuels No

Hilton sex slaves

28% A 17 Sex No

Have you heard about this?

18% B 26 None No

Watch our spoof video

15% A 21 Funny Yes

Clickthrough

Clickthrough over time

Falling clickthrough =

Explore your calls to action

Link Effective rate

Length Location

Theme Video

Stop biofuels 23% 12 A1 Biofuels No

Download a presentation

28% 17 A2 Charts No

Be the change you feel

18% 26 B1 Pointless fluff

No

Empower this stakeholder

15% 21 A2 Jargon Yes

Conversions – explore the whole funnel

Four steps to understand your supporters and your website1. Google Analytics code on links in email ?

utm_source=[subjectline]&utm_medium=email

2. Google analytics segment “Medium contains email”

3. Explore how they move through your site, what links they click, which videos they watch, how long they stay, where they go next, where they live, what they search for, what devices they own…

4. [The naughty step: bung a cookie on their computer and stalk them round the web. Possibly illegal.]

Contact scoring

Contact scoring

Origin

Length of support

Gender

Age

Location

Any questions?