November brought a lot of things to be thankful for – delicious fall feasts, time to spend with friends and family, great shopping deals, and top notch email marketing articles of course! At SendinBlue we took a break from indulging in pumpkin pie to find the month’s best resources to share with you. Whether you’re running a small local business, promoting a big event, trying to improve the lifetime value of subscribers, or restoring your brand’s reputation after an error, these email marketing analytics resources will give you the actionable insights that you need to succeed! So, without any more gobbling, here are our top picks from November:
5 KPIs That All Local Businesses Should Track & 5 They Shouldn’t
In his article on the best Key Performance Indicators (KPIs) for local businesses, Alex Johnson breaks down which popular metrics local businesses should track and which they should ignore. His top recommendations of what to track include:
- Traffic Sources
- Phone Calls
- Customer Lifetime Value
- Mobile/Local Rankings
- Top Pages
While he advises staying away from popular benchmarks such as:
- Overall Traffic
- Conversion Rate
- Facebook Likes
What makes one metric worthy of being tracked and another one worthy of being ignored? Alex explains,
“If data isn’t actionable or useful, don’t waste your time. A KPI is a key performance indicator – the metrics by which you measure your success. It’s a good idea to decide on the metrics that you care most about and put them together in a dashboard to make tracking easier/quicker.”
Alex’s article is a guest post on the Duct Tape Marketing blog, which provides resources across a variety of different marketing topics. Follow Duct Tape’s Founder on Twitter for even more helpful resources!
Using Kissmetrics to Measure the Effectiveness of Email Marketing
Zach Bulygo reviews which email marketing metrics you can track through Kissmetrics and why they’re so important for any business to monitor. He mentions,
“Seeing the conversions and number of orders is great, but to truly understand the impact this email had on the business as a whole, we’ll need to use the Kissmetrics Revenue Report. This report displays revenue performance over time and allows marketers to see which marketing campaigns bring the most valuable customers.”
For marketers using email to drive conversions, he suggests looking at the funnel to determine how many people visited the landing page associated with the email, subsequently viewed a product, and then made a purchase. Zach enumerates that the metrics associated with this progression through the funnel are:
- Total Campaign Revenue
- Average Revenue per Person
- Lifetime Value of Each Customer
- Total Number of Paying Customers
- Percentage of Customer Churn
Customer Lifetime Value Calculation for Email Marketing
As Jordie van Rijn points out in his article on how to calculate the lifetime value of a subscriber, knowing an email subscriber’s worth is integral in determining your overall marketing strategy and improving your existing efforts. He elaborates further when he says,
“A question that I often hear when marketers are creating their email marketing plans is ‘What can I spend to get a new subscriber and what will it bring me?’ The answer lies in knowing what an email subscriber is worth (to you). A customer lifetime value calculation of your subscribers combined with ROI of your email campaigns helps make smarter decisions, improving your marketing strategy.”
So how do you calculate this all-important lifetime value number? You’ll need three pieces of data:
- the profits generated from your email campaigns
- the number of active email subscribers
- the average lifetime of a subscriber.
Jordie walks you through how to determine these sometimes complicated numbers, but once you have them, you’ll divide the year’s profits by subscribers to get an average subscriber contribution on a yearly basis. Then, you’ll multiply that value by the average lifetime of a customer to get average customer lifetime value of an email subscriber.
Jordie is an independent consultant with over 10 years of experience in the email marketing industry. He is regularly booked by companies and organizations to do email marketing training and also speak on the topic of email marketing advancements. You can follow him on Twitter or subscribe to his posts on Email Monday.
A Quick Step-by-Step Guide to Improving your Event Email Marketing
Effective event email marketing can be quite a challenge, but Sergio Aicardi offer four steps to improve your email marketing through creativity. Sergio explains,
“You may feel stuck when it comes to getting creative with email marketing. It can start to feel like every time you host an event you’re putting out the same type of email over and over. While people do like consistency and predictability to a certain extent, they also get tired of seeing the same event email over and over. So what are you to do? The reason people get stuck is because they don’t expand on their already great ideas and develop them further.”
His solution? Use these four steps to mix up your event marketing emails:
- Send information in multiple emails as new information about the event is obtained
- Time emails appropriately so that you send fewer at first and increase the frequency as the event approaches
- Highlight your speakers and sponsors in fun new ways (interviews, blog posts, etc.)
- Create email content around other event features (sessions, contests, incentives, etc.)
Go from Panic to Recovery with this Email Marketing Decision Tree
Chad White explains that avoiding mistakes completely in email marketing is impossible because it’s such a dynamic and complex medium. In the introduction to his infographic he says,
“Panic! You’ve just realized that you made a mistake with your latest email marketing campaign. What do you do next? Take a deep breath and refer to the decision tree below, which will take you step-by-step through 6 questions that will help you decide how to recover from this mistake quickly and with as much grace as possible.”
He then walks readers through the following clarifications:
- Is the error minor or easily understood by subscribers as an error?
- Has the send completed?
- Can you fix the error or eliminate most of the resulting confusion post-send?
- Does the error only affect subscribers who click or try to convert?
- Does the mistake warrant wider damage control?
- Can I change my email production process to reduce the chance of this mistake occurring in the future?
As each question is answered an outcome is established, providing advice for email marketers who find themselves in a difficult situation. Read the full Email Marketing Mistakes Report for more in-depth information on how to handle errors and issues!
Chad White is the Research Director at Litmus and a prolific writer online and off. Read more of his expert email marketing articles, and follow the Litmus blog for engaging marketing-related content.
Now that you have a good idea of how to track the right data from your email efforts and measure success, it’s time to analyze your own campaigns! Your SendinBlue dashboard provides the information that you should be tracking for each of your campaigns. The analysis step is critical in ensuring that you’re not boring your subscribers and wasting your time. With each new point of data you track for your email KPIs, you’ll be one step closer to achieving your marketing goals!
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