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Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
The document discusses the importance of optimizing email marketing campaigns through data-driven strategies, focusing beyond just open and click rates to metrics like customer lifetime value and engagement duration. It emphasizes the necessity of mobile-first and responsive design approaches to improve email readability and engagement across various devices. Additionally, it presents case studies illustrating effective segmentation and targeting practices that have led to increased user interaction and campaign performance.
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Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
- 1. #digitalagencyday#digitalagencyday Go Beyond Open +Click Rates Using data to (actually) optimize your clients’ campaigns
- 2. #digitalagencyday It’s okay, wehave good open and click through rates.
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- 4. #digitalagencyday#digitalagencyday Quick Intros! Justine Jordan VPof Marketing, Litmus @meladorri Jenn Fernandes Customer Success Manager, Litmus @JennAFernandes
- 5. #digitalagencyday#digitalagencyday Today… companies know that customerlifetime value may be the single most important metric for enabling growth.
- 6. #digitalagencyday#digitalagencyday It’s less aboutthe size of a list, and more about targeted engagement over the long term more on this later : )
- 7. #digitalagencyday#digitalagencyday ROI With a typicalreturn of 38:1 on every dollar invested, email is the best ROI for digital marketers. Creating a targeted email counts!
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- 9. #digitalagencyday#digitalagencyday ...but what othermetrics are important to consider?
- 10. Let’s talk about… Emailmetrics beyond opens and clicks. How data impacts the email creation process. Trends and behaviors behind the numbers. What it all means for your clients’ campaigns! 1 2 3 4
- 11. #digitalagencyday Device, client, andapp data How subscribers interact with email
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- 13. #digitalagencydaySource: emailclientmarketshare.com /Litmus Email Analytics Device trends since 2011
- 14. #digitalagencyday B2B Software B2C Retailer What does yourclients’ data say?
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- 16. #digitalagencyday Where people readaffects what & how they see
- 17. Emails can lookdifferent… Outlook 2007 Apple Mail
- 18. #digitalagencyday iPhone: Inbox byGmail app iPhone: Mail app
- 19. #digitalagencyday … be difficultto read…
- 20. #digitalagencyday … or bedownright broken L
- 21. #digitalagencydaySource: emailclientmarketshare.com /Litmus Email Analytics Mobile is here to stay
- 22. #digitalagencyday#digitalagencyday strategy #1 mobile first akaagnostic, aware, scalable
- 23. #digitalagencyday Considers the mobileuser a priority • One layout for all screen sizes • 320-500px • Large text & buttons • Generous white space • Clear calls to action • Short, concise body copy
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- 28. #digitalagencyday Responsive that works inGmail (yes, really!)
- 29. #digitalagencyday ‣ Body copy:16px+ ‣ Headlines: 22px+ ‣ Buttons: 44px by 44px ‣ Space: 40px+ ‣ Tappable touch targets
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- 31. #digitalagencyday Outlook-heavy audience Adjustdesign for preview pane, code for limited support Image-blocking email clients Use styled alt text and background colors Many Gmail users CSS must be inlined; consider hybrid approach for mobile Large number of retina devices Use high resolution ‘retina’ images Large Lotus notes audience Start looking for another job Data-driven strategies
- 32. Animated GIFs fornon-Outlook audiences
- 33. Pixel art forimage blocking
- 34. #digitalagencyday Beware of bluelinks on iPhone and iPad
- 35. #digitalagencyday Read rate +influencer metrics How subscribers engage with email
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- 37. #digitalagencyday Duration of engagementor ‘read rate’ How long does each subscriber spend reading messages?
- 38. #digitalagencyday Duration of engagementor ‘read rate’ How long does each subscriber spend reading messages? Analyze read rate for each message opened Does this change depending on platform? Inform design, segmentation, and copywriting decisions
- 39. #digitalagencyday Give subscribers a reasonto read and return A live Twitter feed targets users that can see the functionality and participate in the stream Encourage engagement
- 40. #digitalagencyday See where inthe world opens, prints & forwards are happening Why? To tailor content, inform design, send time, segmentation, and copywriting decisions. Geotargeting Subscribers
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- 43. #digitalagencyday 62% average openrate +209% over general messages
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- 45. #digitalagencyday Who: Nationwide coffeechain What: Increased email engagement 3% • Analyzed user, time of day, geolocation, and device type to segment & target • Utilized different design, incentives, and time of day sends to target users • Used geolocation to target local stores & deliver incentives right to the user’s inbox! Sign-ups for mobile payment app increased by 3%
- 46. #digitalagencyday Open Click SRLs ControlEmail 5.1% 5.0% 30 Responsive Email 4.4%% 11.5% 58 Difference -13.7% 130% 93.3% Who: Act-On Software What: Increased performance with responsive redesign and A/B testing
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- 50. #digitalagencyday 2016 State of EmailReport bit.ly/2016-state-email
- 51. 1 2 3 Litmus Email Analytics Individualuser data w/ FTP delivery Slice/dice to target + segment Works with any ESP litmus.com/giftcard coupon code digitalagencyday
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