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How can you analyze your email marketing data to make data-driven decisions?

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Email marketing is one of the most effective and measurable digital marketing channels, but only if you know how to analyze your data and use it to improve your campaigns. In this article, you will learn how to choose the right email marketing metrics and key performance indicators (KPIs), how to track and visualize them, and how to use them to make data-driven decisions that boost your email marketing performance.

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Ryan Pe?a

Senior Marketing Leader @ NMDP | AI Technologist
Shivam Chhuneja

Marketing Analytics & Data Science | SaaS Product Marketing Manager @ Middleware | ??? Educational Content Creator on…
Hamed Moghtadaee

Digital Marketing Strategist | Focused on SEO, Social, and Content Excellence

1 Choose the right metrics and KPIs

When it comes to email marketing, not all metrics and KPIs are equally important or relevant for your goals. It's essential to choose the ones that align with your email marketing strategy and reflect your progress and success. Common metrics include open rate, click-through rate (CTR), conversion rate, bounce rate, unsubscribe rate, and return on investment (ROI). If you have specific objectives, you may also want to track other metrics such as deliverability rate, engagement rate, average order value, customer lifetime value, or retention rate. Ultimately, the key is to select the ones that are most beneficial for your business and your audience.

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Ryan Pe?a

Senior Marketing Leader @ NMDP | AI Technologist
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Here's a master list of KPIs to consider for your campaigns... Open rates: The percentage of recipients who open your emails. Click-through rates (CTR): The percentage of recipients who click on links in your emails. Conversion rates: The percentage of recipients who take a desired action, such as making a purchase. Unsubscribe rates: The percentage of recipients who unsubscribe from your emails. Revenue generated: The amount of revenue directly attributed to your email campaigns. List growth: The rate at which your email list is growing. Bounce rates: The percentage of emails that were not delivered successfully.

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Shivam Chhuneja

Marketing Analytics & Data Science | SaaS Product Marketing Manager @ Middleware | ??? Educational Content Creator on YouTube @ FastFrwrd
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When I started marketing I used to be excited about the open rates, and yes I was able to get 20-40% open rates consistently but there is a metric even more important than that. These open rates are useless if they don't result in the output we want. If we just want some nurture then great, but usually businesses are looking for upsells, sales or at the very least action take on the CTAs in the emails. I'd definitely place clicks, sales and actions taken such as replying to the email at a much higher pedestal than the open rate. (Yes open rate is still very important IMHO) I recommend checking out Boron Letters to all copywriting enthusiasts, that collection is a game changer imo. Happy that Neville Medhora recommended those back in 2016

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2 Track and visualize your data

Once you have chosen your email marketing metrics and KPIs, you need to track and collect them from various sources, such as your email service provider, your website analytics tool, your CRM system, or your e-commerce platform. You can use tools like Google Analytics, HubSpot, Mailchimp, or Shopify to track and integrate your email marketing data with other data sources.

To make sense of your data, you need to visualize it in a clear and meaningful way. You can use tools like Google Data Studio, Tableau, or Power BI to create dashboards and reports that show your email marketing performance over time, across different segments, or compared to benchmarks. You can also use charts, graphs, tables, or heatmaps to highlight trends, patterns, or anomalies in your data.

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3 Use your data to make decisions

The final step is to use your email marketing data to make data-driven decisions that improve your campaigns. You can test and optimize elements of your emails, such as subject lines or calls to action, with tools like Optimizely or VWO. Segment and personalize your emails with tools like ActiveCampaign or Drip. Automate and schedule your emails with tools like Zapier or Automizy. Analyze and learn from your results with tools like SurveyMonkey or Typeform. By following these steps, you can analyze your email marketing data and use it to make informed decisions that will enhance your performance and help you reach your goals.

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Hamed Moghtadaee

Digital Marketing Strategist | Focused on SEO, Social, and Content Excellence
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Leveraging Microsoft Power BI and Looker Studio in analyzing email marketing data is transformative. These tools empower us to extract actionable insights from the sea of metrics, enabling data-driven decisions. We uncover patterns, understand audience behavior, and optimize campaigns for maximum impact. It's not just data; it's the roadmap to our success in the digital landscape. ????

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you analyze your email marketing data to make data-driven decisions?

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4

1 Choose the right metrics and KPIs

2 Track and visualize your data

3 Use your data to make decisions

4 Here’s what else to consider

Content Marketing

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How can you analyze your email marketing data to make data-driven decisions?

1

2

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1 Choose the right metrics and KPIs

2 Track and visualize your data

3 Use your data to make decisions

4 Here’s what else to consider

Content Marketing

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