Sam Bueno de Mesquita, Regus www.charitycomms.org.uk/events

1. Enhance Your Email Marketing
Seminar
26 April, 2012
www.charitycomms.org.uk
#CCEmailTips

2. 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.

3. Email – no longer sexy

4. Opening
Rate
=
How good is
your subject
line

5. 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!

6. Explore your subject lines
Subject Open List Length Theme Video
rate
Stop biofuels 23% A 13 Biofuels No
Hilton sex 28% A 17 Sex No
slaves
Have you heard 18% B 26 None No
about this?
Watch our 15% A 21 Funny Yes
spoof video

7. Clickthrough

8. Clickthrough over time

9. Falling clickthrough
=

10. Explore your calls to action
Link Effective Length Loc Theme Video
rate atio
n
Stop biofuels 23% 12 A1 Biofuels No
Download a 28% 17 A2 Charts No
presentation
Be the 18% 26 B1 Pointless No
change you fluff
feel
Empower this 15% 21 A2 Jargon Yes
stakeholder

11. Conversions –
explore the whole funnel

12. Four steps to understand your
supporters and your website
• Google Analytics code on links in email ?
utm_source=[subjectline]&utm_medium=email
• Google analytics segment
“Medium contains email”
• 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…
• [The naughty step: bung a cookie on their computer and
stalk them round the web. Possibly illegal.]

13. Contact scoring

14. Contact scoring
Length of Gender
support
Location
Origin
Age

15. Any questions?