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Testing, Reporting, and Analytics... Oh My!

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This webinar is perfect for those who are looking to create more effective email marketing programs. Attendees can expect to learn how to create an effective testing program, what to look for in email reporting and analytics, and how to best use analytics to determine success and create emarketing goals.

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Testing, Reporting, and Analytics…Oh My! Lori Ely, Informz
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3 Steps of Email Testing Step 1: Create your target groups. - A/B Split Test - Group 1: the control group - Group 2: the test group
3 Steps of Email Testing Step 2: Choose your goal. - Increase open rates - Increase clicks - Decrease unsubscribers or opt-outs - Choose ONE goal at a time!
3 Steps of Email Testing Step 3: Choose a tactic to test.
Email Testing Trying to increase opens? Test the subject line - description of message vs. call to action - personalization vs. no personalization - date vs. no date - short vs. long
Email Testing Test the from address- Organization’s name- Department’s name- Individual’s name
Email Testing Test the email timing- Time of day- Day of the week
Email Testing Trying to Increase Click Thrus? Test the Content or Offer of the Email - Location of link/call to action - Include an expiration date vs. no date - Short vs. long copy - Link the words “click here” vs. the full sentence
Email Testing Trying to decrease unsubcribes? Test the content and targeting Test the email frequency
Email Testing The other part of testing:Do you know how your email renders?
Analytics and Reporting
Analytics and Reporting Testing and Reporting Work Together
Analytics and Reporting Testing and Reporting Work Together
Analytics and Reporting Testing and Reporting Work Together Group A Group B
Analytics and Reporting Routine Metrics to Watch - Delivery - Bounces - Opens - Clicks
Analytics and Reporting Commonly Overlooked Metrics - Subscription rates - Unsubscribe rates - Subscription sources
Analytics and Reporting Commonly Overlooked Metrics - Forwards & Send-to-a-friend - Social Sharing - Whose most engaged? - Inactives

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Testing, Reporting, and Analytics... Oh My!

  • 1. Testing, Reporting, and Analytics…Oh My! Lori Ely, Informz
  • 2.
  • 4.
  • 5. 3 Steps of Email Testing Step 1: Create your target groups. - A/B Split Test - Group 1: the control group - Group 2: the test group
  • 6. 3 Steps of Email Testing Step 2: Choose your goal. - Increase open rates - Increase clicks - Decrease unsubscribers or opt-outs - Choose ONE goal at a time!
  • 7. 3 Steps of Email Testing Step 3: Choose a tactic to test.
  • 8. Email Testing Trying to increase opens? Test the subject line - description of message vs. call to action - personalization vs. no personalization - date vs. no date - short vs. long
  • 9. Email Testing Test the from address- Organization’s name- Department’s name- Individual’s name
  • 10. Email Testing Test the email timing- Time of day- Day of the week
  • 11. Email Testing Trying to Increase Click Thrus? Test the Content or Offer of the Email - Location of link/call to action - Include an expiration date vs. no date - Short vs. long copy - Link the words “click here” vs. the full sentence
  • 12. Email Testing Trying to decrease unsubcribes? Test the content and targeting Test the email frequency
  • 13. Email Testing The other part of testing:Do you know how your email renders?
  • 15. Analytics and Reporting Testing and Reporting Work Together
  • 16. Analytics and Reporting Testing and Reporting Work Together
  • 17. Analytics and Reporting Testing and Reporting Work Together Group A Group B
  • 18. Analytics and Reporting Routine Metrics to Watch - Delivery - Bounces - Opens - Clicks
  • 19. Analytics and Reporting Commonly Overlooked Metrics - Subscription rates - Unsubscribe rates - Subscription sources
  • 20. Analytics and Reporting Commonly Overlooked Metrics - Forwards & Send-to-a-friend - Social Sharing - Whose most engaged? - Inactives
  • 21. Thank You for Joining Us! Questions? advisor@informz.com Connect with us! www.twitter.com/informz www.slideshare.net/informz www.informz.com