In this video, learn about the metrics to analyze email marketing campaigns, determine how to improve them, and examine if they're generating enough leads to develop the business.
- [Instructor] In this video, we'll look at how to analyze…the performance of an email marketing campaign.…Let's go to the Email Marketing tab of the exercise file.…Out of 570 people who open our email, 114 have clicked…on one of the links offered to them.…This could be the Read More button…at the end of an article excerpt.…It could be the Call to Action button for example,…for a promotion you had offered to them,…to register to your event or to download high value content,…such as a white paper.…
First of all, we want to know how many unique clicks we had…for there are many recipients…who click multiple times on links,…maybe because of a technical issue on their end,…or because they want to go back to your content.…So, you're really more interested in knowing…that 100 people clicked on the links,…rather than to know that you had 300 clicks…because on average, each person clicked three times.…Now, as we said, 114 people have clicked on…at least one of your links, leading them to take one…of a number of possible actions.…
- Evaluating marketing's business contribution
- Analyzing results vs. vanity metrics
- Extracting raw data to build dashboards
- Reducing human errors
- Analyzing marketing activities
- Linking actions to business impact
- Analyzing your account database and contacts database
- Analyzing paid ads and social media
- Using a common framework to analyze marketing activities
- Analyzing individual marketing activities over time
Skill Level Intermediate
1. The Marketing Cycle and Business Contribution
2. Analyzing Marketing Activities
3. Improving Marketing Performance Using the Natural Selection Process
Next steps2m 40s
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