From Markedu's email marketing day webinar Kelly Lorenz from Apsis in Sweden, gave this presentation: Your data is talking to you; are you listening? By digging into your campaign reports and subscribers, you can calculate lifetime value as well as RFM analysis which will enable you to: Track acquisition and lost subscriber and customer costs Create smart re-marketing and lifecycle messaging Kelly's presentation covered - how to make these calculations and what you can do with the data. It's easier than you think!

1. Use data to boost your
ROI
Presented by:
Kelly Lorenz, Strategic Services

2. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
Get Markedu’s Event Alert to be notified about
» the free Email Marketing Day @Your Desk
» the free Social Media Marketing Day @Your Desk
» the free Direct Marketing Day @Your Desk
» See webinars here

3. Think strategically, not
tactically.

4. Why measure?
• True impact of promotions
• Value of customers and subscribers
• Gain resources!
• Forecast effectively

5. Acquisition cost: Factors
• Channel
• Discounts
• Technical costs
• Internal costs

6. Calculating Website
Conversion Rate
Website traffic Total number Conversion
of conversions rate
Website traffic Total number Sign-up
of conversion rate
subscriptions

7. Email behavior
• Clicks
• Links
• Conversions
• Offers

8. Conversion Acquisition
Rate
• # of first time buyers per send/campaign
• # of sends before first purchase

9. Testing ideas
• Open/click incentives
• User-generated content
• Pairing high ticket/margin items with low
• Matching products &
accessories/complements
• Information selling
• Number of products

10. Discount vs. Full price
Customer
• Identify and tag
• Full-price buyer:
– Revenue Generated = Realized Revenue
• Discount buyer:
– Revenue Generated – Discount = Actualized
Revenue

11. Lifetime Value
• Also known as profit per customer
Total
Purchase
Value
Number of
AOV purchases per
buying cycle
Lifetime
Value
(LTV)

12. LTV

13. Customer Retention Rate
• Lapsed customer rate and cost
• How many are lost each buying cycle?
• Planned repurchase rate

14. Repeat Purchase Rate
• # of repeat customers per send or
campaign and across email program
• # of purchases within X # of buying cycles
• # of purchases / # of sends = Conversion
rate or repeat purchase rate per customer

15. Attrition/Lost Customer
Cost
• LTV (revenue per customer) * # of
customers lost per buying cycle = Attrition
Cost

16. RFM
Recency (months)
RFM 0-6 7-12 13-18 19-24 25+
Matrix
Frequency
1 21 14 10 17 34
(# of
2 15 12 11 9 21
purchases)
3 16 7 13 11 19
4 18 16 10 8 10
5+ 20 18 15 12 7

17. Attribution Modeling:
Email
When a customer buys, it’s
Search multiple channels’
most likely Social
influence.
Conversion

18. Apsis Newsletter Pro
Create, send and track email
Used by more than 6000 small, medium and
large businesses in over 40 countries around the
world.
Some of the features:
Integrations Triggers SMS Event Survey tool Social Media

19. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
Get Markedu’s Event Alert to be notified about
» the free Email Marketing Day @Your Desk
» the free Social Media Marketing Day @Your Desk
» the free Direct Marketing Day @Your Desk
» See webinars here

20. Questions?
Thank you!
Kelly Lorenz
@KNLorenz
Kelly.Lorenz@apsis.com