Email marketing reporting techniques

Reporting is more than just opens, clicks and the odd heatmap.

There is far more insight to be had which will directly lead to important discoveries to influence your upcoming campaigns.

Drill into segments

As I’m sure you already know, segmenting your emails to make them more relevant is an effective way to improve engagement levels of your campaigns. But why don’t we ever report by segment? With GraphicMail, you can break down any campaign, or series of emails by whatever segments you wish. This also helps you understand what segments you should be tailoring for. A simple set of examples would be to split your results by gender. Or maybe by the type of product they first purchased. As soon as you start seeing big differences in performance you can start coming up with hypothesis why, and test these out with a series of segmented emails.

Where is decline occurring?

Is your email marketing on the decline? Perhaps there is a drop in engagement levels relatively early on from new subscribers as they decide the emails are not for them. By running a GraphicMail ‘Lifecycle’ report, you can identify how quickly new subscribers are dropping off, and then start to plan out what special emails could help reverse this in the early stages of their experience.

Dashboards – data at your fingertips

Analysis often takes time, and as busy marketers you might always find something else to do before you allocate quality time to review statistics. This is where a good dashboard with all the KPI’s you need for email comes in. Configure it to your own needs and reporting periods, set a schedule and have it emailed to you so you can’t miss it. Chances are you will spot anything going wrong far quicker than before.

What types of email are working?

I bet you don’t just have one type of email you send. There will be a variety of themes and types of messages that you send. Traditionally, being able to report on the different performance of these is difficult as there is no aggregate function in most ESP’s. This is where the tag system in GraphicMail comes into its own. By creating tags and assigning them to your emails, you can literally segment your results by anything you want – from the topics in the email through to what the weather was like on that day! Only then can you start seeing patterns and differences between the types of email you send.

Data Warehousing

If you have a team of analysts within your business, the chances are that they will want raw data to work with, not the pre-prepared reports an ESP usually provides. Use a platform that has numerous ways to get data out via exports or APIs. Make sure you are getting you real-time updates into your data warehouse.