Data is an integral part of any email marketing plan, and all marketers should understand the metrics gathered from their campaigns. Every platform you use, including StoneShot, will have all the data you need to know, but what do you do next? Did you collect the right data and do you then break this data down to show you specific user behaviour, or simply move onto your next campaign?
Understanding your audience is more than knowing if they have opened or clicked on an email. It is knowing things like which topics engage them the most, where they are based so you can send them region-targeted campaigns, what time of the day they are more than likely to see your emails and what devices they are opening them on.
Where StoneShot Fits In
We recognise that finding this valuable data isn’t always straight forward and since the end of last year have been working with clients and our internal teams to be able to deliver the most intuitive dashboards for gathering important, meaningful information and acting on it.
After extensive research, design phases and iterations, we are almost ready to release our new feature which will allow our users to easily retrieve and recognise the data they need.
So, How Far Have We Come?
Using our new dashboard, Users can break down campaign data by advanced filtering to get just what they need.
They can export and share the data directly from the app, and even set up pre-scheduled reports to be emailed on a timely basis. Importantly, since we solely work with financial services companies, we’ve released the ability to compare metrics to industry benchmarks to see how you’re stacking up.
Take a sneak peek below to see what our new dashboards will look like.
Using the Data to Your Advantage
So, what do you do with all this data at your fingertips and how do you make sure you’re focussing on what’s important?
We recommend to focus on the most basic stats and then start digging deeper as you collect more insights.
Here is a breakdown of what metrics to build out in your dashboard, if you’re using one, to gain a holistic understanding of how your campaign performed.
- Open Rates – To gather how your campaign performed overall, you should run your reports by audience and look at open rates. This will tell you if your subject line and preview text was effective and to which audiences.
- Click-to-Open and Engagement – Adding more metrics such as the click-to-open and engagement read rates will give you more insight into just how interesting the content of the email was to users. Has a large proportion been reading through the email and clicked the CTA or have users opened the email and stopped there? Have some done both depending on who they were? This is a great indicator of what content works for which audience.
- Bounce Rate – If your emails aren’t performing well, this could be because they aren’t actually reaching your audience. This is often an overlooked aspect that too many people feel like they have no control over. The truth is you can change this. In a nutshell, the bounce rate indicates the health of your distribution list. A 20% tells you to clean up the list. This will get you a better open rate to report on but also more valuable insight into your database, and you can then focus on the users that matter.
- Desktop v. Mobile Views and Clicks – Too often marketers focus on desktop users and treat mobile designs as an afterthought. It’s important to analyse desktop v. mobile views. For example, we see 72% of our clients users’ reading their work emails while commuting, showing the importance of implementing a mobile first strategy: does your email design lead the user to fulfill the purpose of your email? This can be analysed by comparing the clicks. Do your mobile emails lack clicks? Tailor the content and the design towards these users. The next metric helps you to segment these users further.
- Time of Opens – If the largest proportion of mobile users read emails during the morning commute, try sending them targeted emails with specific copy and aims, for example a short email displaying one single CTA.
- Form Submissions – Analysing stats in the midst of running an event can be daunting. Though with this metric, you see immediately how applicable the content in your email really is to your distribution list. Your open rate gives you a good idea whether recipients are interested in your brand, but streamlining the user journey from the email to a registration form and attributing how many form submissions you get will give you the most important KPI leading up to your event. It enables you to change your message in your emails, or maybe the design, in order to increase registrations if needed.
Which leads me to my next point: how do you report all this valuable data to your stakeholders? You will want to tell a story they understand straight away, use the story to be able to spot trends and get enough insight to improve your campaigns based on these figures.
Doing this on a monthly basis gives you enough data for a snapshot, and tying this into quarterly reports enables you to tell a convincing story.
With the new dashboard functionality in StoneShot you can compare the data and draw a trendline that underlines your points clearly.
Any of the above metrics will tell a story when being compared over a longer period in time. Here are the possible narratives we see most often that need to be addressed, and how to tackle them:
- Unfavorable open rates for large distribution lists: Try segmenting your data into smaller audience lists based on their engagement
- Low click-through rates: Ensure your CTAs are clear and easy to spot to users, and don’t be afraid to use buttons. Here are some good and bad examples.
- Losing mobile users along the journey: Try to optimise the design of both emails and websites for this user group.
- Low email engagement: This could be due to the lack of a preference centre. Sending applicable content to the right audience is key, and segmenting the distribution list through preference centre options is a straight forward way to fix this for your campaigns in the long run.
If you’re a client of StoneShot and wish to get involved in beta testing, or have any questions regarding our platform, reporting capabilities, or data and industry trends, please contact us – we’d love to chat.