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Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns

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"It's ok, we have good open and click rates." How many times have you heard that from a client or colleague? A campaign's success is often based on a handful of metrics, but these rarely give a well-rounded portrait of true customer engagement.

Are open rates declining on mobile? Have desktop and webmail opens increased? How long do subscribers actually spend reading each message?

In this actionable webinar, we dive into the other (often more) important metrics your team should be using to develop your clients' emails.

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Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns

  1. 1. #digitalagencyday#digitalagencyday Go Beyond Open + Click Rates Using data to (actually) optimize your clients’ campaigns
  2. 2. #digitalagencyday It’s okay, we have good open and click through rates.
  3. 3. #digitalagencyday We’re every marketer’s worst nightmare
  4. 4. #digitalagencyday#digitalagencyday Quick Intros! Justine Jordan VP of Marketing, Litmus @meladorri Jenn Fernandes Customer Success Manager, Litmus @JennAFernandes
  5. 5. #digitalagencyday#digitalagencyday Today… companies know that customer lifetime value may be the single most important metric for enabling growth.
  6. 6. #digitalagencyday#digitalagencyday It’s less about the size of a list, and more about targeted engagement over the long term more on this later : )
  7. 7. #digitalagencyday#digitalagencyday ROI With a typical return of 38:1 on every dollar invested, email is the best ROI for digital marketers. Creating a targeted email counts!
  8. 8. #digitalagencyday#digitalagencyday Most “standard” metrics
  9. 9. #digitalagencyday#digitalagencyday ...but what other metrics are important to consider?
  10. 10. Let’s talk about… Email metrics beyond opens and clicks. How data impacts the email creation process. Trends and behaviors behind the numbers. What it all means for your clients’ campaigns! 1 2 3 4
  11. 11. #digitalagencyday Device, client, and app data How subscribers interact with email
  12. 12. #digitalagencyday Mo’ screens, mo’ problems
  13. 13. #digitalagencydaySource: emailclientmarketshare.com / Litmus Email Analytics Device trends since 2011
  14. 14. #digitalagencyday B2B Software B2C Retailer What does your clients’ data say?
  15. 15. #digitalagencyday Where are people reading?
  16. 16. #digitalagencyday Where people read affects what & how they see
  17. 17. Emails can look different… Outlook 2007 Apple Mail
  18. 18. #digitalagencyday iPhone: Inbox by Gmail app iPhone: Mail app
  19. 19. #digitalagencyday … be difficult to read…
  20. 20. #digitalagencyday … or be downright broken L
  21. 21. #digitalagencydaySource: emailclientmarketshare.com / Litmus Email Analytics Mobile is here to stay
  22. 22. #digitalagencyday#digitalagencyday strategy #1 mobile first aka agnostic, aware, scalable
  23. 23. #digitalagencyday Considers the mobile user a priority •  One layout for all screen sizes •  320-500px •  Large text & buttons •  Generous white space •  Clear calls to action •  Short, concise body copy
  24. 24. #digitalagencyday#digitalagencyday strategy #2 responsive aka agnostic, aware, scalable
  25. 25. #digitalagencyday#digitalagencyday strategy #3 hybrid aka ‘spongy’
  26. 26. #digitalagencyday Responsive that works in Gmail (yes, really!)
  27. 27. #digitalagencyday ‣  Body copy: 16px+ ‣  Headlines: 22px+ ‣  Buttons: 44px by 44px ‣  Space: 40px+ ‣  Tappable touch targets
  28. 28. #digitalagencyday ENLARGE ALL THE THINGS
  29. 29. #digitalagencyday Outlook-heavy audience Adjust design for preview pane, code for limited support Image-blocking email clients Use styled alt text and background colors Many Gmail users CSS must be inlined; consider hybrid approach for mobile Large number of retina devices Use high resolution ‘retina’ images Large Lotus notes audience Start looking for another job Data-driven strategies
  30. 30. Animated GIFs for non-Outlook audiences
  31. 31. Pixel art for image blocking
  32. 32. #digitalagencyday Beware of blue links on iPhone and iPad
  33. 33. #digitalagencyday Read rate + influencer metrics How subscribers engage with email
  34. 34. #digitalagencyday Opens ≠ Engagement!
  35. 35. #digitalagencyday Duration of engagement or ‘read rate’ How long does each subscriber spend reading messages?
  36. 36. #digitalagencyday Duration of engagement or ‘read rate’ How long does each subscriber spend reading messages? Analyze read rate for each message opened Does this change depending on platform? Inform design, segmentation, and copywriting decisions
  37. 37. #digitalagencyday Give subscribers a reason to read and return A live Twitter feed targets users that can see the functionality and participate in the stream Encourage engagement
  38. 38. #digitalagencyday See where in the world opens, prints & forwards are happening Why? To tailor content, inform design, send time, segmentation, and copywriting decisions. Geotargeting Subscribers
  39. 39. #digitalagencyday
  40. 40. #digitalagencyday
  41. 41. #digitalagencyday 62% average open rate +209% over general messages
  42. 42. #digitalagencyday Case Studies
  43. 43. #digitalagencyday Who: Nationwide coffee chain What: Increased email engagement 3% •  Analyzed user, time of day, geolocation, and device type to segment & target •  Utilized different design, incentives, and time of day sends to target users •  Used geolocation to target local stores & deliver incentives right to the user’s inbox! Sign-ups for mobile payment app increased by 3%
  44. 44. #digitalagencyday Open Click SRLs Control Email 5.1% 5.0% 30 Responsive Email 4.4%% 11.5% 58 Difference -13.7% 130% 93.3% Who: Act-On Software What: Increased performance with responsive redesign and A/B testing
  45. 45. litmus ® Resources!
  46. 46. campaignmonitor.com/css
  47. 47. #digitalagencyday Responsive Templates bit.ly/slate-templates
  48. 48. #digitalagencyday 2016 State of Email Report bit.ly/2016-state-email
  49. 49. 1 2 3 Litmus Email Analytics Individual user data w/ FTP delivery Slice/dice to target + segment Works with any ESP litmus.com/giftcard coupon code digitalagencyday
  50. 50. Litmus Unlimited
  51. 51. litmus.com/giftcard Coupon code: digitalagencyday Free Month!
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"It's ok, we have good open and click rates." How many times have you heard that from a client or colleague? A campaign's success is often based on a handful of metrics, but these rarely give a well-rounded portrait of true customer engagement. Are open rates declining on mobile? Have desktop and webmail opens increased? How long do subscribers actually spend reading each message? In this actionable webinar, we dive into the other (often more) important metrics your team should be using to develop your clients' emails.

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