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Why you need Email Analy0cs Dyn Webinar Series featuring Ongage
Steve Wheeler Dir. of Deliverability, Dyn
@InboxExpert
Mike Veilleux Dir. of Email Prod., Dyn
@MikeVeilleux
Noam A. Rotem Product & Marke0ng Manager
@OngageConnect
Intro by Josh Nason (Dyn)
Introduc0on
• Why analy0cs are important
• Genera0ng and using a plan
• Thoughts on ESP solu0ons
• Q & A
Speaking: Mike Veilleux (Dyn)
#emaildelivery
Why analy0cs are important
• Inbox placement rates decreased 5% in 2012
• Marketers responsible for 70% of spam complaints and 60% of spam trap hits
Analy0cs is the answer!
Speaking: Mike Veilleux (Dyn) #emaildelivery
Genera0ng and Using an Email Plan
1. Iden0fy how you use email 2. How to generate a plan 3. Measuring and Key performance indicators 4. Op0mizing for performance
Speaking: Mike Veilleux (Dyn)
Genera0ng and Using an Email Plan
1. Iden0fy how you use email 2. How to generate a plan 3. Measuring and Key performance indicators 4. Op0mizing for performance
Speaking: Mike Veilleux (Dyn)
How do you use email marke0ng?
• Periodic newsle^ers
• Daily deal / Promo0onal
• Event Driven / Triggered Emails
Speaking: Noam Rotem (Ongage)
Full Email List
Target Segment
Sent and Delivered
Failed Messages (hard and soc bounces) Unsubscribes, complaints
Opens, Clicks
Convert
Genera0ng and Using an Email Plan
1. Iden0fy how you use email 2. How to generate a plan 3. Measuring and Key performance indicators 4. Op0mizing for performance
Speaking: Noam Rotem (Ongage)
Overview of an Email Plan
Recipient Base & List Management
Engagement Strategy
Segmenta0on and Content
Campaign Strategy
Analyze results (metrics, KPIs)
Speaking: Noam Rotem (Ongage)
Recipient Base & List Management
• Recipient Database • Field Architecture • Management Tac0cs • Upload your new subscribers • Remove Unengaged Users
Speaking: Noam Rotem (Ongage)
Engagement Strategy
• Iden0fy your Audience • Email type • Content for each segment • Call to ac0on • Tac0cs: Subject Line A/B Test
Speaking: Noam Rotem (Ongage)
Segmenta0on and Content
• Segmenta0on Strategy – Demographics Criteria – Offline Business Interac0ons – Email Engagement / Behavior
• Content Strategy – Prepare your Content: Copy & HTML – Audience appropriate – Be engaging, be relevant – Don’t overload – Large Fonts are in Vogue – Don’t overload with images – Test rendering
Speaking: Noam Rotem (Ongage)
Campaign Strategy
• Campaign Strategy, Experiments & Setup – Campaign = Email + Segment(s) + Schedule – A/B Tes0ng op0ons – Event Campaigns (aka Triggered) – Transac0onal Emails
Speaking: Noam Rotem (Ongage) :
Genera0ng and Using an Email Plan
1. Iden0fy how you use email 2. How to generate a plan 3. Measuring and Key performance indicators 4. Op0mizing for performance
Speaking: Steve Wheeler (Dyn)
Measuring -‐ Email Metrics
• Don’t cross the streams – Separates metrics – Easy to separate IP pools – More accurate analysis
Speaking: Steve Wheeler (Dyn)
Measuring -‐ Email Metrics
• Record all relevant data by Segment – Opens, Clicks – Bounces (Hard and Soc) – Unsubscribes – Complaints – Conversions
Speaking: Steve Wheeler (Dyn)
Key Performance Indicators (KPI)
• Posi0ve Indicators – Successfully Sent/Delivered – Opens / Clicks – Conversions
• Nega0ve Indicators – Failed (hard bounces and soc bounces) – Complaints – Unsubscribes
Speaking: Steve Wheeler (Dyn) :
More Advanced KPI’s
• Metrics by ISP
• Ra0os of metrics – Complaint / Open – Click / Open Ra0o
• Rela0onship to business model
Speaking: Steve Wheeler (Dyn)
1st and 3rd party business relationships
#emaildelivery
Genera0ng and Using an Email Plan
1. Iden0fy how you use email 2. How to generate a plan 3. Measuring and Key performance indicators 4. Op0mizing for performance
Speaking: Noam Rotem (Ongage)
Op0mizing for Performance
• Itera0ve Process – Difference between Repor0ng and Analy0cs
• Review – Segments – Content – Campaigns – Deliverability
Speaking: Noam Rotem (Ongage) :
Thoughts on ESP Solu0ons
Examples from Dyn and Ongage
Speaking: Mike Veilleux (Dyn)
Transac0onal vs. Campaign Based
Dyn – Transac+onal
• Interac0on based mailing
• Capture and report on analy0cs
• Customer based data management
• Robust Infrastructure • Focus on Deliverability
Ongage -‐ Campaign
• Backed by Dyn’s infrastructure and Deliverability
• List management • Content management • Campaign management • In depth analy0cs
Speaking: Mike and Noam
Who tracks what?
Dyn – Deliverability
• Delivery Metrics • Reports via API or Web • Manage domain and IP reputa0on
• Shared and dedicated IP Pools
• Feedback Loop and ISP rela0ons
Ongage -‐ Campaign
• Pulls stats from Dyn API and aggregates them by campaigns, date, segment, list.
• Also has ability to monitor post click conversions.
• Campaign Dashboard Snapshot Report
Speaking: Mike and Noam
DynECT Email Repor0ng
Speaking: Mike Veilleux (Dyn)
Campaign Dashboard Snapshot
Speaking: Noam Rotem (Ongage)
Split Campaign Report (aka A/B Tes0ng)
Ongage provides the ability to do A/B Tes0ng between Emails and Segments.
Speaking: Noam Rotem (Ongage)
Thanks for listening, now Q&A!
www.ongage.com www.dyn.com
Steve Wheeler Dir. of Deliverability, Dyn
@InboxExpert
Mike Veilleux Dir. of Email Prod., Dyn
@MikeVeilleux
Noam A. Rotem Product & Marke0ng Manager
@OngageConnect
Q&A moderated by Josh Nason (Dyn)
