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Look Smart: Top 5 Quick & Easy Ways to Evaluate Email Performance Ashley Thompson Brand and Communications Manager CPAP.com Bronto’s platform for monitoring sends is great, but are you using everything you can to efficiently check how your campaigns are doing? · Individual Message Reporting: Green or Blue Metrics? Learn why CPAP.com uses the green metrics to track performance over time. Also, learn about categorizing messages to understand how they truly stack up against one another. · Delivery Groups: Aggregate your related sends to see how your campaigns do as a whole. Click reports are a great way to see what items your customers are the most interested in over a greater period of time. · Monthly / Quarterly Reports: What are you doing to monitor your list and revenue growth? Set up segments to get an at-a-glance look at how you are growing incrementally. · Year-Over-Year Performance: Learn some basic calculations to give insight into your annual performance. · Projecting Growth: Use these simple formulas to project your revenue and profit in different areas for upcoming months. This method can help you identify key areas where you can focus your efforts. Ashley Thompson will go through concrete examples to show how to make calculations for each of these areas.
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Don't Just Look Smart. Be Smart!
Quick + Smart Ways to Evaluate Email KPIs
Overview
Overview
Here's What We Will Be Looking at Today:
- What the heck is this “CPAP” thing?
- Metrics Overview
- 5 Key Tips for Tracking Email Performance
- Q + A
Introduction / About CPAP.com
But Really, What's a CPAP?
CPAP Masks and Machines Treat Sleep Apnea.
What's Sleep Apnea?
Sleep Apnea is a disorder that causes the soft palate to
relax and block airways causing one to “suffocate”.
But Really, What's a CPAP?
A Little Bit More on CPAP Equipment...
More About Sleep Apnea
Sleep Apnea Facts:
• 1 in 18 Americans have Sleep Apnea
• More prevalent in men than women
• Women who do have Sleep Apnea are less likely to
show traditional symptoms (snoring) and typically
have morning headaches, daytime sleepiness
and insomnia
• Having untreated Sleep Apnea greatly increases
your risk for cancer, diabetes, heart disease and
even your chances of getting Alzheimer's
A Little Bit About CPAP.com
Located in Stafford, Texas – Right outside of Houston.
A Little Bit About CPAP.com
CPAP land
• Online and profitable since early 90s
• eCommerce > Healthcare
• Metrics driven
• Grown rapidly
• My background
• Also, we're hiring
Let's Talk Numbers: Basic Metrics
The Basics
Stuff You Probably Already Know:
• Delivery Rate
• Open Rate
• Click Rate
• Conversion Rate
• Revenue / Email
• Revenue
• AOV
Tip One: Check Yourself.
Reliability is Key
Make Sure Your Numbers are Accurate
• Test Sends
- Don't test the basics, test the tracking!
• Compare with Google Analytics or Other Provider
- Home > Connections Center > Custom Analytics
Reliabilty is Key
How Can This Be Tested?
1. Clear your cache from your email browser
2. Send a single test send
3. Open, click, and place a test purchase from this
4. If applicable, make sure Analytics are displaying
- One missing </a> can mess up tracking for a
message
5. Check Bronto to make sure activity matches the
reports
Reliabilty is Key
Know What You are Tracking:
1. Is Bronto reporting ship costs?
2. Is Bronto reporting tax costs (if applicable)?
3. How do discounts from promo codes get
reported?
4. What about returned equipment?
- Return rates can be very helpful here
5. Note: Opens and clicks cannot be tracked in
some clients.
Tip Two: Know What to Look At.
A CPAP.com Case Study...
• We A | B Tested Two Subject Lines for Our Spring Sale
- 30.2% - Your Inbox Just Laid Eggs!
- 24.9% - On the Hunt? See What We've Got Inside!
Know What to Look At
The “Blue” Charts Don't Offer a Good Apples to Apples
Comparison
“Green” Charts Allow for Better Evaluations Across Messages
Know What to Look At
• Pipeline Metrics (“Blue Charts”)
• Pros:
- Great picture on how customers flow through the
funnel
- Gives insight to where customers fall off
• Cons
- Harder to compare against overall efforts
Know What to Look At
• Delivery Metrics (“Green Charts”)
• Pros:
- Chart to chart comparison provides better trend
data
• Cons
- Doesn't reveal where customers get “stuck”
Know What to Look At
Pipeline Metrics
Delivery Metrics
Subject A Subject B
Know What to Look At
Drawing Comparisons
• If you categorize your messages, delivery reports will be
much more effective in helping you compare
performance
- These metrics are for a sale newsletter.
- Using a delivery group of similar messages, we can
compare performance trends.
Know What to Look At
Wait, What's a Delivery Group?
• Quick Tip:
- Under the “Messages” tab, select “Delivery Groups”
- Add various messages and deliveries to view
comprehensive reports
Compare These Two Sends v the Average for Delivery Group:
Subject A Subject B
Summary Report
Know What to Look At
Compare These Two Sends v the Average for Delivery Group:
Subject A Subject B
Summary Report
Know What to Look At
Tip Three: Run A | B Tests.
Run A | B Tests
Types of A | B Tests
• Subject Line
• From Name and Address
• Date and Time of Send
• Full Message Content
Bronto makes A | B testing really easy – no reason not
to do it!
Run A | B Tests
Use Comparison Reports to Evaluate Performance
• Go to Reporting > Comparison Reports
• View side by side snapshots of message
performance
• Take notes and capitalize on your findings
- Use your data to make remails more efficient
- Note reoccurring trends over time
Run A | B Tests
Example: Putting Data to Work
• Initial showed discount offer in the green egg was
used the most
Initial
Send
Remail
Run A | B Tests
A Few Fun Things We've Learned from A | B Tests:
• Using “Brand New:” in a subject line routine out
performs other variations for product launch emails.
• Price buttons have lower click through rates but
ultimately higher conversion rates than sale or
product name buttons.
• Weird, short and humorous subject lines generally
have the highest open rate.
• Lately, we've even found sale emails have a higher
conversion rate on Saturday than on Friday.
Tip Four: Make Projections
Projecting Revenue for a Send
• Delivery Groups Again!
• Remember Revenue / Email?
• You can use the Revenue / Email metrics of a
Delivery Group to project how an email will do.
- ex. Your Sales category sends have a
revenue / email rate of 45¢
- Your next sale email will be sending to a list of
200,000
- 200,000 x .45 = $90,000
• Of course there will be fluctuation, but gives a good
ballpark
Projecting Revenue for a Send
Beware – Many Things Can Affect These Calculations
• Your list will hopefully grow between one
send to another
• You need to consistently account for inactive
contacts
Projecting Future Revenue of a Send
What If I Want to Project Revenue for a Future Send?
1. First decide what date range you are projecting
for
2. Calculate your growth for the same increment
of time
3. Apply growth rate to current list size
4. Multiply projected list size by average
revenue / email for similar newsletter
category
Projecting Future Revenue of a Send
Example: What do we project revenue to be on a sale
newsletter going out three months from now?
1. Look at growth rate for a three month period.
List size January 1 = 115,000
List size March 31 = 120,000
2. Calculate Growth Rate
120,000 / 115,000 = 104.34%
3. Multiply Current list size by Growth Rate
121,700 * 1.0434 = 126,981
Projecting Future Revenue of a Send
Example: What do we project revenue to be on a sale
newsletter going out three months from now?
(continued)
3. Multiply Projected List Size by Average Revenue
126,981 * 45¢ = $57,141.45
Quick Tip
Where Do I Get List Growth Data?
• Reporting > Dashboard > Contact Growth Over
Time
- Pick Your List
- Select Contact Points to See Contact Count
Projecting Future Revenue of a Send
Beware – Many Things Can Affect These Calculations:
• A marked increase or decrease in regular list
growth
• Sending to an unusual segment
• Seasonal impacts
• The basic appeal of the offer
- Fine tuned delivery groups can alleviate
this
Tip Five: Schedule Your Reporting.
Recommended Reporting Schedule
When to Look at Reports is Pretty Obvious
• By Message
• Monthly
• Quarterly
• Annually
But What to Look at is Important...
By Message
Important Things to Check
• Reminder to look at “Green” charts
• Use Comparison Report to view A | B tests
and see what works the best
• Delivery Rate
- Easy to overlook, but very important
By Month and Quarter
Important Things to Check
• Create a delivery group for the entire month
• Compare to previous month and year over
year
• Look at aggregated performance metrics
- Are there consistent trends across emails?
- What is the single most clicked link?
- Are there any holes?
By Month and Quarter
Glimpse of a Sample Report from CPAP.com:
Income numbers removed for confidentiality purposes
By Month and Quarter
What Can We Learn From This Report?
• Communications were more efficient in 2012 than
2013
• Average order value was higher in 2013
• Extra sends indicate there is a bit of list
fatigue
• Less remails might increase click and
conversion rate / email next season
• Increased revenue (not shown) should be
weighed against the amount of list
fatigue
By Year
Important Things to Check
• Were year over year trends the same?
- What worked and should be repeated?
• How much was revenue up / down annually?
- Did increase / decrease in revenue match
company's overall growth rate?
• Did you send more or less?
• How much is a subscriber worth annually?
By Year
How Do I Find Out These Things Out?
• Annual Trends: Rates Over Time
- It's still all about the delivery group!
- Create a group with all messages for the
year
- Go to Reporting > Dashboard > Message
Performance Over Time
- Select your delivery group and choose your
date range for the year under question
By Year
Rates for
2013
By Year
How Do I Find Out These Things Out?
• Annual Trends: Year Over Year Comparisons
- Simply compare delivery group metrics
year over year
- ex. Compare key metrics for 2012 and 2013
- Was overall click and conversion rate up or
down?
- How does your revenue / email compare?
- Did overall revenue go up?
- If so, was it on par with overall site
growth?
By Year
How Do I Find Out These Things Out?
• Annual Trends: Annual Subscriber Worth
- Refer to the same delivery group for the
year
- Look at Revenue / Email
- Multiply Revenue / Email * Number of
Deliveries
Question + Answer
Ashley Thompson