IRCE2009 - MailChimp

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Information about IRCE2009 - MailChimp
Business & Mgmt

Published on July 1, 2009

Author: bchestnut

Source: slideshare.net

Description

I was asked to give an overview of what e-retailers on MailChimp measure to determine success of their email campaigns.

So, did that work? Measuring Email Campaign Effectiveness

• Co-founder of MailChimp • DIY email marketing tool for ~80,000 “power users” around the globe • E-retailers are our #2 largest audience by revenue, and our favorite customer type.

Because you’re scientists • Always curious, always learning, always testing, always focused on results. • Tech savvy (you never call for help). • you LOVE STATS

What our customers sell

Which stats they track...

Which stats they track... • Opens

Which stats they track... • Opens • Clicks

Which stats they track... • Opens • Clicks • Revenue

Which stats they track... • Opens • Clicks • Revenue • Conversions

Which stats they track... • Opens • Clicks • Revenue • Conversions • ROI

Which stats they track... • Opens • Clicks • Revenue • Conversions • ROI • Bounces

Which stats they track... • Opens • A/B test results • Clicks • Revenue • Conversions • ROI • Bounces

Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Conversions • ROI • Bounces

Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • ROI • Bounces

Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Bounces

Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Industry Comparison • Bounces

Which stats they track... • Opens • A/B test results • Clicks • Unsubs • Revenue • Click/heatmaps • Conversions • Forwards • ROI • Industry Comparison • Bounces • Who didnʼt open

also... • Abuse reports • Who didnʼt open the last x campaigns • Who opened • Landing page • Who opened the last x performance campaigns • Re-tweets • Geolocation • Influential referrers

(the one stat they all watched)

which stats should you focus on?

Depends on 2 things • The type of campaign(s) youʼre sending • Your business goals

EXAMPLES

RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website

RSS-to-email • Open rate • Tweets & Re-tweets • Traffic to website

• Revenue.

• Revenue.

• Open rate • Forwards • Site traffic

• Open rate • Forwards • Site traffic

www.thesecretchocolatier.com

• A/B test results: Time of open • In-store traffic • Sales • Best- performing segments

• A/B test results: Time of open • In-store traffic • Sales • Best- performing segments

• Traffic generated from top influential bloggers

• Traffic generated from top influential bloggers

Photo courtesy Jeremiah Ketner http://www.flickr.com/photos/smallandround/

• Clicks • Sales

• Clicks • Sales

Photo courtesy Hilary McHone http://www.flickr.com/photos/hilabean/

• Tweets vs sales

• Tweets vs sales

Useful, well priced, Success! but boring. Well-priced, exciting. FAIL. Price too high

• Successful deliveries • Resulting orders from landing pages

• Successful deliveries • Resulting orders from landing pages

GOODIES! • mailchimp.com/charts • mailchimp.com/reports • mailchimp.com/analytics360

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