Nov 4, 2008

Email Strategics - Step 6 - Analyzing statistics

The last step for a successful emailing campaign is to analyze the campaign results. This will help get the best out of it and improve future activity on the database.

The important goals are:
- Identifying active profiles
- Analyzing performance per ISP
- Deliverability follow up
- Tracking website activity
- Cleaning the DB
- Creating new scenario according to the profiles' activity.

Identifying active profiles :
After several broadcasts it becomes critical to identify active (and inactive) profiles, these profiles are people targeted several times and that opened and/or clicked in at least one email.
In the process you can then rate your users according to how often they react on your campaigns.
Inactive users are people that never react on any campaign. These profiles should be isolated and targeted differently and/or removed from the DB. If the volume of email will be less, the DB performance will be much higher!

Analyzing performance per ISP :
Analyzing the campaign results (openers, clickers) by ISP is important. This way you can often identify deliverability issues on some ISPs. You can also get to a higher analysis level by checking when users of each (important) ISP open emails for the most.
Sometimes, you'll see some domains for the most open the email during working hours whereas some others during the lunch break or in the evening. This will help you adapt your strategy to the ISPs and the type of reaction.

Deliverability follow up :
Deliverability follow-up is a major issue you might come across. If all the requirements listed in the DB management, the broadcasting and creative articles are matched, then you shouldn't have too many deliverability issues, but you really want to check it each time to react quickly to any abnormal results.
These statistics have to be of course shown per ISP.

Tracking website activity :
You really want, if made possible by your ESP, to track your website pages with your broadcasting tool and identify your DB members that actually buy online your products or subscribe to this or that products.
More than just measuring your ROI, the goal is here to match this info with user profiles. You will then to be able to target campaigns to buyers or to created automated campaigns to be sent on the next day on persons that checked their basket but didn't order or that whent through part of the registration process for a product but didn't validate reach the confirmation page.
Once this information is back in your DB, you can get to another level of email activity where you are able to segment your DB according to buying behavior.

Cleaning the DB :
As I mentioned in the "identifying active profiles" paragraph, one important thing about your DB is that you probably have inactive profiles that damage your DB efficiency and might impact your deliverability (Spam traps are by definition inactive profiles).
Cleaning on a regular basis your DB of inactive profiles will probably not harm the number of orders or registrations made when you run a campaign but will for sure increase the campaign statistics and probably will limit the following:
- Number of mail box full softbounces
- Number of hits on Spam Traps.
- Broadcasting costs

Creating new scenario according to the profiles' activity :
Once you have isolated inactive profiles you can of course trash them or imagine a specific (last) campaign to incentive users to open your emails again.
The idea is to send a specially attractive offer to these users and try to get them to open the email.
People that open this campaign can then be considered active again, users with no reaction can then be trashed.

I hope this guide was useful to you, if you want to discuss it, please feel free to comment.

Email Strategics - Step 1 - Database
Email Strategics - Step 2 - Segmentation
Email Strategics - Step 3 - Email Creative
Email Strategics - Step 4 - Broadcasting
Email Strategics - Step 5 - Landing Page

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