Wie erstellt man einen E-Mail-Marketing-Bericht?

Email marketing is not only to make money immediately. Yes, email channel primary goal is to make email but not every email needs to make money. We do emails that as users to: → Share a review → Refer to their friends and colleagues → Participate in quizzes and surveys Based on the individual email we need to create our goals. The goals can be: → Revenue → Engagement → Replies

Para crear un informe de marketing por correo electrónico, comienza seleccionando las métricas clave que reflejan tus objetivos, como tasas de apertura, clics, conversiones y bajas de suscripción. Utiliza tu plataforma de email marketing para recopilar estos datos de tus campañas recientes. Agrupa la información de manera que muestre tendencias y patrones, como el rendimiento por segmento de audiencia o por tipo de contenido. Incluye análisis visuales como gráficos y tablas para facilitar la comprensión de los datos. También es importante analizar y comentar sobre los resultados, ofreciendo insights sobre qué funcionó bien y áreas de mejora. Finalmente, basándote en estos datos, formula recomendaciones para futuras campañas.

Clearly outline the objectives of your email marketing campaigns. These goals could include increasing sales, boosting website traffic, improving brand awareness, or growing your email subscriber list.

1. Define goals and metrics. 2. Gather data from your email service provider. 3. Analyze key metrics like open rates, click-through rates, conversions. 4. Compare results against benchmarks and previous campaigns. 5. Identify trends, successes, and areas for improvement. 6. Create visual representations (charts, graphs) for easy interpretation. 7. Summarize findings and insights. 8. Make actionable recommendations for future campaigns.

In my years of directing email campaigns at Hashtag Monday, I've seen the power of SMART goals firsthand. For instance, when we aimed to boost a client's open rate, not only did we surpass the 10% increase, but this precision also led to a 15% uptick in conversions. It's like setting the stage for a performance – every element must be in sync to captivate the audience.

Choosing the right metrics is vital in email marketing. Alongside open and conversion rates, the click-to-open rate (CTOR) is crucial, as it measures engagement for those who actually viewed the email. This helps in understanding the effectiveness of the email content itself, providing targeted insights for refining strategies.

If you are just starting in email marketing, then you have these basic metrics: opens/clicks/bounce/unsubscribe rates. While your subscribers base is growing and you try different segmentation and tactics you can work with more advanced metrics that will combine the emailing data (open/click) with the behavioral data from the landing page: leads, orders, etc.

Select key performance indicators (KPIs) that align with your goals. Common email marketing metrics include open rate, click-through rate (CTR), conversion rate, bounce rate, unsubscribe rate, and revenue generated.

Metrics selection is pivotal in understanding the nuances of customer interactions and the direct impact on revenue. As an email marketing expert, I've seen how open and click-through rates are just the tip of the iceberg. Diving deeper into customer lifetime value and segmentation rate can unveil untapped segments and predict long-term profitability. It's not just about the numbers; it's about interpreting them to make big moves that resonate with your audience and drive retention. Always align metrics with strategic goals to ensure your campaigns are on fire and delivering insane value.

When it comes to email marketing, metrics are your trusty compass. They guide you through the digital wilderness, helping you understand how your emails are performing. Here’s a quick rundown of the essential ones: - The percentage of recipients who actually opened your email. - How many folks clicked on your links. - Those pesky emails that never made it to the inbox. - The escape artists who bid farewell to your newsletter. - The magic number—how many took action after clicking. - The gold standard—revenue vs. campaign costs. Remember, metrics aren’t just numbers; they’re your email squad’s heartbeat. Keep 'em close, analyze, and tweak your strategy. Happy emailing!

Take your ESP's data reports with a grain of salt - especially metrics like opens (and sometimes false positive clicks too). You want to cross-check that data with other data: Conversions from email>website>sales, heat maps, GA4, etc. In addition, and according to your overall email marketing strategy, decide what it is that you want to learn about your subscribers. Then send emails that are attuned to those learning goals and collect zero- and first-party from your subscribers.

The basic emailing data (open/clicks/bounce/unsubscribes) will be generated and offered by your ESP (emailing service provider) while the behavioral data, what the user does on the landing page can be obtained with tracking software like Google Analytics.

In email marketing, leveraging a comprehensive data collection strategy is paramount. By utilizing an ESP, you gain access to vital metrics that can fuel strategic decisions. However, integrating tools like Google Analytics can elevate your insights, tracking user behavior post-click. Don't underestimate qualitative data either; it's the secret sauce that adds depth to the numbers. It's giving a 360-degree view of campaign performance, and we love to see it. As a pro who's driven serious revenue for DTC brands, I rate a robust data collection approach as a non-negotiable big move.

Surveys and feedback forms are very important, and they provide the best data you can get because customers will literally tell you what they want and what they don't want. Google Analytics is extremely important for making email marketing successful.

There are primarily two kinds of data that we need to be collecting: → Zero Party Data: Information directly collected from customers and subscribers. → Third Party Data: Indirectly inferred by some tools. Your email marketing tool will collect some information from tracking the visitors, email engagement and orders. This will help you understand a general direction of how customers and subscribers are interacting with your store. To be specific you can use tools such as knocommerce and octane ai to collect information relevant to each customer. Both types of data help us dig deeper and understand what is happening on our stores and customer behaviour in greater detail. It is not this or that, it is both.

The best way to combine ESP data with Tracking data (Google Analytics) is to use the utm tracking variables on all the links your email has. In this way Google Analytics will give you insights about what people coming from your emails are doing into your website.

It's all about comparing - like looking at how things change from week to week, month to month, or even year to year. You can break it down by different factors like where people are, what devices they're using, their industry, or their persona. It's also super helpful to stack your metrics up against your goals or industry benchmarks. Crunching numbers to see your growth rate or any big changes in your metrics is key

In email marketing, the devil's in the data. Diving deep into the analytics is where the big moves happen. By comparing metrics across different dimensions and timeframes, you're not just crunching numbers—you're uncovering the story behind the stats. It's like finding that insane, untapped revenue vein without giving Zuck another dime. And when you spot those outliers, that's the unreal moment you know it's time to pivot. Testing variables? That's the fire that keeps the strategy lit. It's not just about what's working; it's about that crazy growth potential. And when you nail it, it's giving "we love to see it." So yeah, I rate analysing data because it's where the magic happens for DTC brands.

I like to run automatic reports on Klaviyo on a weekly and monthly basis, export the data as a CSV file to Google Sheets, and build dynamic charts based the data. This way, I can get a quick glance at the weekly trends in terms of email flow performance, and in case there's something off, I can dive deeper on an individual message level.

When analyzing email marketing data, focus on meaningful comparisons over time and across segments. Look for trends and outliers to understand performance variations. Compare metrics against predefined goals and industry benchmarks to gauge success. Utilize A/B testing to experiment with different variables and optimize strategies. Prioritize actionable insights to refine campaigns effectively. Consider automation for ongoing monitoring and quick adjustments. Regularly review and adapt strategies based on data-driven findings to continually improve performance.

Creating a compelling email marketing report involves visualizing data in a way that tells a story and offers insights at a glance. Using tools like Looker Studio helps centralize data from various sources for a cohesive analysis. I combine this with intuitive visual formats such as bar charts for click rates or pie charts for subscriber demographics. The goal is to transform raw data into a narrative that highlights trends and actionable insights. Effective visualization is not just about presenting data; it's about making it accessible and engaging, helping to drive strategic decisions.

For me, it's like taking all those numbers and insights and making them pop in a way that's both clear and catchy. You've got a bunch of tools and styles to choose from - line charts, bar charts, pie charts, histograms, tables, heatmaps, maps, scorecards, dashboards, infographics, you name it. The goal here is to make your email marketing report not just informative but also engaging.

The power of data visualization cannot be overstated. It's the bridge between raw data and actionable insights. By presenting data through compelling visuals, we transform numbers into narratives that resonate with stakeholders. Remember, a picture is worth a thousand words, and in our industry, it's often what makes or breaks the presentation of a campaign's performance. As a pro tip, always tailor your visuals to your audience's preferences and understanding level—this is where the magic happens.

I like to create my own reports in Google Sheets, where I’m able to visualize the email performance data on each individual email and flow as itself. Klaviyo has their internal dashboards and reports, but for a better and more comprehensive visualization, I like to run and export the reports on a weekly/monthly basis to Google sheets and do the analysis there

Visualizing your data is important to understand a lot of information quickly without having to go through a ton of text information. Most email tools provide a good enough level of visualization to see how things have been performing via different types of charts. Pairing your email tool with visualization and reporting tools like Triple Whale will help see more information such as funnels and dropoffs. Tools like litmus will help you see heatmaps on emails thus allowing you to understand how best to position elements to improve conversion.

Create a standardized template or format for your report report from month to month so you can observe the evolution of your email marketing campaign in time. Try to follow the same data or if you add more data to follow, try to go into previous reports and fill it in there also

Reporting is critical to understand the past performance and areas of wins and improvements. Reporting can vary based on the goals we have set but we can have a core reporting format that will do the job for most businesses. Reporting should include the following metrics. I am starting with the mentioning ones that are not commonly used. → Non Buyers to Buyers → Buyers to Repeat Buyers → Revenue per Campaign → AOV → Open Rates → Click Rates → Placed Order Rates → Spam → Unsubscription → Bounce

Be sure to include your insights, your thoughts, your recommendations on what to do for the future. What didn't work, what did work, what are the latest trends to try etc. Not just the basic numbers reporting on click rates and open rates etc.