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Email Marketing Funnel & Metrics

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by

Quincy Lee Stephen Bingham

on 19 July 2013

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Transcript of Email Marketing Funnel & Metrics

EMAIL MARKETING
BUYER'S
FUNNEL

Sends
Deliveries
Opens
Clicks
Conversions
% Missing In Action??
% Flagged as Spam :(
% Opened = (Opens/Delivered)
% Made it to Inbox :)
% Buried in Inbox...never to be seen :(
% of Site Clicks = (Site Clicks/Clicks)
% Unsub Clicks = (Unsub Clicks/Clicks)
% Social Clicks = (Social Clicks/Clicks)
% Bounce Rate = (Bounces/Visitors)
% Conversions! = (Conversions/Site Clicks)
Revenue $$$
Awareness
Interest
Learn
Shop
Buy
An email list is a good indicator of the product's awareness level
Garner interest with an amazing subject line. Open rates are a good indicator of interest
After opening an email, the customer has their first opportunity to learn what you have to offer. Those who click on site and social links would like to know more
Links are the shopping aisles of the online store and unsub links are the door, except your customers are unlikely to shop again. Click through rates combine opens and clicks for a metric of who is really interested in buying from you.
Awh, the purchase, congratulations! Now lets focus on retention and advocacy. As for now conversion rates serve as a good indicator of the overall success of your campaign. Landing pages also play a huge roll in this metric
% Email List Growth
Email Marketing Metrics to consider...
Full transcript