Campaign Performance

Digital Marketing - Study Notes:

Calculations

Here, we've got some campaign performance calculations for you to observe.

This is something you can use yourself as a template to calculate your clickthrough rate and conversion rate so that you can be better informed for your next email campaign. Here, we break down what a click-through rate actually is, how to calculate it, and a simple example, and the same with a conversion rate.

With conversion rates, just be careful to know what a conversion means to you, as conversion rate often can mean different things to different marketers.

Here are two more metrics which you should pay attention to and calculate after each email campaign. Again, we have a simple breakdown of the bounce rate and the share and forwarding rate.

You can use this template to help understand your email marketing better yourself, and, again, identify drop off points where you can then implement best practices going forward. And here are two final metrics you should keep an eye on for your email marketing campaigns.

List growth and overall return on investment. I mentioned previously that your list growth is quite critical to your testing abilities, and also, you will have database decay which is basically people who drop off from your database list.

You must constantly be refreshing the ones that have disappeared, plus growing it in order to grow your business and impact your bottom line. That's why it's important to, again, use this template to calculate your list growth and also, to link your email marketing activities to your overall return on investment.

Non-email engagements

The metrics we just covered all relate directly to email, but they're not the only metrics you should be monitoring. We also monitor non-email engagements such as web logins, ad traffic, and store purchases. This is because all of this is linked together in the cross-channel marketing universe.

The recipient may not have clicked on your email, but that does not mean that they're not engaging with your brand elsewhere. Email, like all other marketing activities, should not be viewed in a tunnel. It is part of a larger universe of your marketing activities. They can definitely contribute to one another, even if that is not the area that you, at this moment, are focusing on.

Analyzing a campaign result in Mailchimp

As we saw the section on campaign delivery, the last step in an email campaign is analyzing your results after you've sent out the campaign and collected the data. The Mailchimp reporting feature contains campaign data on clicks, opens, and total revenue from the campaign, should you have a B2C business.

So here, we can see recipients, delivered, open rate, click rate, and a per industry open and click rate, which is very useful to understand.