Reasons Why Email Marketing Analytics Is Getting More Popular In The Past Decad

In the last lecture you learned how to create an email campaign and in this lecture we're going to complete a very important step to actually analyze the results of the campaign because this is the key opportunity for you to analyze the data learn from your successes or failures so that you can really get better as you go forward so there's two places where we're going to look at the data one here is in mailchimp and you can see already we can see the percentage number of opens and clicks there's also a bigger report here we're going to look at and then also in google analytics if you come down to acquisition campaigns all campaigns you can now see the information for the email campaign that we sent out and remember that this is coming through because we have added uh google analytics to our mailchimp account so that was why it was important to do that so we can really see the number of people that came to the website from that email campaign and also the number of people then who eventually signed up but let's go back and start with mailchimp so at a high level here in the campaign we can see the percentage opens and clicks but we can click through to the report to see a lot more detail now if you have a professional or pro mailchimp account you can set up kind of revenue goals etc and really see revenue driven but i haven't done that so um we'll just be looking really at the information here so you can get a sense of how good your open rate is by using these benchmarks here so it says the industry average for education and training which is the market i'm in as a 13.8 percent open rate so i'm well above that uh obviously i've got a much smaller list but i think that's uh not too bad so i think the key thing that gets people to open emails is the subject line so at least now i have a benchmark going forward that i can get a sense of you know are my subject lines getting better are more gloping them or are people starting to trust me more and like me more uh or is that something i need to work on now we've got the click right then so that was actually the call to action 5.6 versus 1.5 percent for an industry average so that's probably a little lower than i would have liked um and so that's what i can really think about now how can i make it more exciting for them to actually click on that button can i make it uh something you know like they have to click now if they want to take advantage of whatever the offer might be but thinking about how can i get more to people to click because that's ultimately what i want people to do so it's good to see the numbers have a baseline there now looking across i can see that there was one unsubscribe so one person when they got the email decided to unsubscribe from the list so that's uh only one person out of 71 that's not too bad at all happy enough with that now if you want a further explanation on all of these metrics you can see then there's a little icon here and that you can click around and it'll help explain those more for you you also can see a 24-hour performance

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it's not quite been 24 hours um it's been about 12 hours since i sent out the email so i would expect these numbers to bump up a little bit over the next few days because not everybody opens the email on the you know the minute it goes out they can come back to it later but interesting to see that about an hour after i sent the email there was a spike so maybe next time i will push my email campaigns to be in one hour later um and perhaps then that is a better time where i would get more opens so there's some great information here in this report alone that can help you improve your next email campaign um for the subject lines getting people to click that call to action the the time that you send it out etc and so as you do more and more campaigns you want to keep going back to this learning from the data now as well as the analytics here in mailchimp you might want to come into your google analytics account under acquisition campaigns all campaigns and you will see the results here for the actual email campaigns so i can see that there was five new users came to the site as a result of the email campaign spending an average time of three minutes and 43 seconds on the site which is pretty long and then actually two people ended up signing up for the email list so that was the main thing that i wanted people to do so you can see that all the way from that number all the way back to the full uh in a list of the email subscribers it's a pretty small percentage but essentially that is kind of the baseline that we're working with right now and remember that there are a lot of steps in the process to get people to that point and if you can tweak all of those steps in the process and then you're going to get better results as well as email being a source of traffic we can use email and the figures we've got here now as a baseline to compare our other sources of traffic whether it be social media um you know wherever at least we have a great baseline there to compare them with and so that is really really useful to have so that really wraps up this whole uh section on email marketing this is a very important piece of it understanding and analyzing the metrics and that is how you're going to learn if you're not quite happy with the results that you got don't view that as a failure view that really as an opportunity to learn