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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?