Key Metrics to Measure for Email Marketing Success

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If you don't know where to look

for them to start with in your

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own account, you're flying blind.

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So I thought what I'd do is I'd jump

in and I'd, a bit of an overview of

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accounts when we do an audit on them.

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There's a lot that we do in the

audits, but fundamentally, these are

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the places that we will start to look.

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Make sure things are set up correctly.

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Hello, YouTube land.

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Here we are again with Dan Nickis

and we are going to be talking

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today about email metrics and

what you should be looking at.

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If you have, an email system,

whether it's Clavio, whether it's

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any other platform like MailChimp,

GetResponse, Aweber, any one of those.

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How do you know if those that

your email campaigns or your

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email marketing is working?

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So Dan's going to drill into what

you should be taking notice of

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if you're using email marketing.

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think Dan, you were saying this is

part of the audit that you do as well.

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Is that right?

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probably the discussion that we were

having is It's all good and well for me

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to say, you need this percentage open

rate, or we look for this percentage

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click through rate, or we look for this

percentage unsubscribed rate, if you don't

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know where to look for them to start with

in your own account, you're flying blind.

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And then when you do look at it, how

do you know whether it's good, bad,

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average, or how can you improve it?

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if you don't know your metrics, then you

don't know what you should be working on.

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You could be working on the wrong things.

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You could be doing something

really well and think you're

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doing it poorly and change it.

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Or you could be doing something

really poorly and think you're doing

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well at it and make no change to it.

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So I thought what I'd do is I'd jump

in and I'd a bit of an overview of

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accounts when we do an audit on them.

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There's a lot that we do in the audits,

but fundamentally, these are the places

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that we will start to look, just make

sure things are set up correctly to start

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with, to be able to measure these metrics.

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And then overall, what we're looking

at to make sure the connections are

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right, what the open rates are, the

click rates, where they're possibly

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got, they're leaking revenue, where

they possibly could be making more,

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what's doing really well for them.

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and, these things are very generic across.

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All niches within e commerce.

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It's not a case of well, this

should only work for if you're in

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the beauty niche or this should

only work if you're in apparel.

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We have such a broad range of

clients, through the agency that,

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we know that these systems work with

all of them, which is why, we're so

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passionate about it we've got such

a detailed system because it works.

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It works in every niche.

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With an e commerce.

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So these are the things that we look for.

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This is what we, dive into.

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And this is the stuff we'll come back

and report to people once we do an audit.

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But, for the people out there

this, jump into your own accounts.

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I'm going to take you through Klaviyo

because that's what we use and recommend.

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If you're on MailChimp, Aweber,

Constant Contact, Campaign Monitor,

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GetResponse, whatever it is, they're

going to have it somewhere in there.

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Jump in and have a look and

you'll get an idea about where

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you are or where you should be.

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And with the limited understanding

that I have with your system, this is

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something that you Constantly monitor.

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And if there is a dip in performance in

whatever metric that you're looking at,

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you're always trying to improve that

metric, whether it's a click through

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rate, you're modifying, email, titles,

descriptions, anything that's coming out.

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if you're seeing a drop in

that metric, you'll go, we

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need to improve that somehow.

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Yeah.

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Yeah.

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So this is something that when

we did the audits, we do an audit

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before working with the client,

but this is done daily as well.

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When we're in a client account.

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Yeah.

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it's not like you get client and you

set everything up and you walk away.

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This is something that you

are monitoring all the time.

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We have to, and whilst our flows

are automated they are an automated

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system that based on user behavior,

people will receive different emails.

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They still need to be constantly

tweaked, changed, updated, even if

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it's the most perfect system and it's

performing amazingly, at some stage,

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that whole system needs an overhaul

because you can't keep sending out the

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same stuff month on month, year on year.

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Forever in a day, people are going

to start seeing the same content.

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They become disengaged with it.

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We need to update things.

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but yeah, it can be everything from

a subject line to preview text to the

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content of the email to where the call

to actions are contained in the emails.

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It can even be split testing.

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within flows, it's split testing

campaigns, it's changing what audience

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that we send it to, what parameters

people need to, make for us to put

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them into particular segments that

we send these emails out to, and this

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is not just a set and forget process.

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Like this is constantly being worked

on all the time in the back end.

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without further ado, take it away.

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probably the hook that

we bring people in Is.

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How much?

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What is the percentage off revenue

that you're generating as an overall of

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your gross for your e commerce store?

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What percentage you generating per month?

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Now, most people don't

know, and they're surprised.

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And we say, recommend that

you should be at around 30%.

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On average, all of our clients,

if we collectively put them all

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together, we've run the numbers.

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It's about 30 percent off the revenue.

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That you generate gross it gets attributed

to, and email marketing efforts that

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we put in some sit at 20 others

like this client sit at nearly 44.

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So it's an average.

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Now, there's some factors that go

into that, it's going to depend on the

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industry, whether it's a one purchase

only product, whether they've got

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repeat purchases, things like even how

they generated their lists before we

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became involved, some people have bought

lists, some people have got lists

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by running, giveaways the wrong way.

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so it all depends on how we've

got people into that list as to

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how engaged they are and what

chance we have of converting them.

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So fundamentally that when we come

in, the first thing we do is we come

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to the home and we look here and the

first thing I want to look at is what

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is your percentage of total revenue?

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Now, the attribution with Klaviyo,

the way that it picks it up, so you're

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going to have, duplicate attribution,

it's going to happen, but if we compare

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apples to apples, we go month on month

with Klaviyo, we go rightio, this is

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what it was last month in Klaviyo, this

is what it is this month, it works on

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people that have opened and clicked the

emails, so that's what the attribution

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is, they've had to have a touch point

during that buying journey with email.

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we look at this and we go, okay, the

attributed revenue for this client

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who has a pretty healthy top line

is sits at 44%, nearly 44%, 43.

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89.

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That's above what we need to, or

what we see as an average.

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It's really healthy.

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So we look at that and we go, excellent.

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We're on the right track.

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The next thing we look at is RIDEO.

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Where is the majority of

their revenue coming from?

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So Clavius split it up into campaigns.

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And we can see here 71 percent of the

revenue from the emails that's attributed

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to Clavio is coming from campaigns

and 28 percent is coming from flows.

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So that's the top line where we look at.

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There's no right or wrong balance here.

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This will come down to, the type of

product, the industry, how often a

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company sends, or a brand sends campaigns.

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This brand sends about four

days, four times a week.

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Campaigns are very heavy.

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They have a lot of new

products coming out.

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they get a lot through their campaigns.

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Their flows, not to be staged,

are still generating nearly 150

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grand for them in the back end.

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but they're not as, profitable because

we send out quite a lot of campaigns.

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Now, in saying that, that's

not to say that the flows are

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more, a larger percentage.

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Of the revenue isn't because of the flows.

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This is another way that we need to look

at the attribution with Flavio is it

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works on last click last touch point.

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So if we've got a brand that's

sending, 456 emails a week by

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campaigns, the last touch point.

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More often than not is going to be from a

campaign, but that's not to say that the

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flow didn't play a vital role in that as

well in getting them across the line to

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either build trust, show them reviews,

show them some user generated content,

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went through the quality of the product,

told them about the brand backstories,

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some behind the scenes style, content.

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All it means, though, is the last

thing they touched was a campaign.

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So the high volume of campaigns,

we do see more people coming

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through it with that attribute.

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when we come down on the home

screen, our top performing flows,

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you can see that we've got quite

a lot of flows set up in here.

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When we start the build outs, we

start out with six to seven flows.

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Core flows, we call, and that's on

the sheet that should be attached as

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a link down below here, which talks

about the different flows that we

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do set up as part of the build out.

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But that's not all there is,

it does extend beyond that.

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That's just what happens at the beginning.

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And they do, they are your core

fundamental flows and every brand has

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at least 6 more often than I'll have the

7 again, it just depends on The niche

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that they're in or the product that they

sell, but you do continue to build on

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that and build on that and build on that.

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And you have this really

sophisticated, network of automations

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and flow sitting in the back end.

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And what you can see here is you

can see how many deliveries it had.

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We've got four different ones in here that

we've got A B split tests running on the

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status of them, whether they're email or

SMS, client doesn't lean on SMS at all.

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That's just a brand choice but a lot of

clients you'll see they'll have their

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SMS flow sitting up in here as well.

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How many deliveries?

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How many products have ordered?

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amount of dollars per recipient that we

send out to and then a percentage change.

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This is a 30 day period

that we're looking at.

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So we've had some ups and downs in

here in terms of the flow revenue.

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The campaign revenues performed

exceptionally well, and we can see

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our most recent campaigns here.

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This goes back to the 27th of March.

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We got some campaigns that have run at

smaller levels, some that have run at much

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bigger levels, 60, 000 from this campaign,

268, 000 from this campaign here.

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So there's a lot that can

be done with the campaigns.

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Like I said, though, this

is the last touch point.

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It is a flow that potentially has

also contributed to this process.

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So how do we know when we're

looking at it and we look here at

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the open rates and the click rates?

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How do we know if these

are healthy or not?

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Klaviyo has some really

good data on the back end.

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And I'm going to show you how to set

it up properly so that, or how we check

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to see if it's set up properly make

sure that it's comparing your industry

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to a similar industry, your brand

to a similar brand that's out there.

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the good thing with Klaviyo is in

the US, there's 150 odd thousand.

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stores built on Shopify, of that 80

percent of them have Klaviyo connected.

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So we're talking about a really

large section of them there

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that are connected to Klaviyo.

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And that's why we use and recommend it

because it is the industry leader when it

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comes to e commerce and e mail marketing.

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But how do we know whether a, let's

say here, a 36 percent point, 36.

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83 percent open rate and a 2.

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76 percent click rate is good?

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Do you know, and I couldn't

tell you in this industry if

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that's good, bad and different.

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I've got an idea because I live in

this space every day and I know where

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it should be and I know definitely a

60, nearly 62 percent open rate and a

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15 percent click rate that generates

60, I take that every day of the week.

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But, how do you know, as a brand

owner, whether your brand is

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performing in line with similar brands?

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The thing is, to start with, is that

you need to set it up in the backend.

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So you need to tell Clavio what industry

you're in, what's your niche, so it can

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compare you to other similar based brands.

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So when you come in here into, settings,

Down the bottom here, and when you

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come into settings, the first thing

you click on is Account, Organization,

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and just come down to the bottom,

there's an Industry Information section.

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that is the best place to start.

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Okay, so this one's an e

commerce in sporting goods.

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There is a lot in there.

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Try and be as specific as you can,

because what it's going to do is it's

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going to compare you to other people in

that industry that are similar to you.

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So that way you know whether

you're performing where

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you need to be performing.

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Okay.

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we can have a look at all

the other settings in here.

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But fundamentally, what I wanted to show

you in here was the industry information.

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This is where we're picking up whether,

where are you telling Klaviyo your

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industries, what your brand does.

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When we have a look here, we can

come across into deliverability

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and this is now going to tell us

based on our previous, 30 days.

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What we're doing well, what

We're not doing that well.

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And this gives you a

rating out of a hundred.

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And this is telling us

that our score is good.

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It's telling us what we're doing well,

and this is where it's important that

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we have the information in there

telling Klaviyo what industry we're in.

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It's telling us our open rate

with our account is 42.4%.

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The recommended.

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So this is the guidance

for healthy deliverability.

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So this is in the eyes of Gmail, Yahoo,

Hotmail, all of those inbox providers.

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This is the metrics they're looking at

to decide whether you're spam, whether

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it's a promotion, whether you're, going

to be banned, whether you're just going

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to bounce straight out of people's

email accounts because of these metrics.

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So this was a lot of domain reputation,

which is why we tend to warm accounts up

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or domains up when we start instead of

just, you never just send out to everyone,

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but it's because of these reasons.

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So on average, this account

has an open rate of 42.

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4, which is great.

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So nearly half the people that

receive the email open it.

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Now that needs to be greater than 33%.

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These metrics here are

the industry standards.

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So these are what people in your

industry on average are achieving.

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We know here open rates good.

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They give us a tick.

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They say excellent.

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That's lovely.

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That's nice.

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The click rate we have is 3%.

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Needs to be greater than 1.

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2%.

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Now, just a caveat with click rate.

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That's not click through rate.

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So what a click rate is how many people

that were in total sent the email,

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clicked on it, not how many people

opened it and then clicked on it.

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So click through rate is of the

42 percent who clicked on it.

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Click rate is, say we sent this to 1, 000.

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Well, 3 percent of that 1, 000 clicked

on it, not 3 percent of the openers.

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So that's where people tend to get

a little bit confused, because they

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look at that and they go, Mistaking

it for a click through rate.

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It's actually a lot higher.

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This account sits at about 8

percent click through rate.

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Which is, again, fantastic.

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But that is of the people, of

the 42 percent that opened it,

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who then went on to click it.

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Bounce rate, we need to be less than 1%.

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This is telling us it's

good because we're at 0.

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75.

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We're sitting in the fair here with an

unsubscribed run, a spam complaint rate.

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We're right on the border with spam

complaint rate, right on the average of 0.

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01.

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Still very low.

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This account sends out about 2

million emails every 30 days.

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So not that concerned that we have 0.

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01%.

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Do we always try and

maintain a low spam rate?

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Absolutely.

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But when we're sitting at the

industry standard and we're

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sending 2 million emails a month.

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We're comfortable with that because

in the eyes of the email service

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providers, this is a high volume sender.

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They've got a dedicated sending domain.

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Their reputation is good.

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The authority is good.

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In fact, they sit right on the

average of spam complaint rates.

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Unsubscribed rates were 0.

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01 percent higher than the average,

which is why we still get a fair.

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So that's.

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All good as well.

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If we're looking down here, we can

see what our bounce rates, we can

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see our recent performance campaign.

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So it's our last 5 campaigns

that we sent out, and we can

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see recent flow performance.

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And this is where we

get all these data from.

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Another good place to look.

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Is you come across to

your benchmarks over here.

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Now, it only goes back the last month.

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So we're sitting now in April.

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It won't let us go any further back.

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It'll give you last month or a custom

range, but with that custom range,

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it won't let you go into April.

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: 00:15:33

So it's going to, it's always doing

a look back on the data for 30 days.

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It's telling us what we're

doing well in this account.

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: 00:15:39

So in this account, we've

got an excellent revenue.

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: 00:15:43

And it sits at 3.

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: 00:15:44

Now, is 3 what you should be aiming for?

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: 00:15:47

Probably not.

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: 00:15:49

This client is in a space where

it's high average order values.

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: 00:15:52

and they send out a very high volume.

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: 00:15:54

They turn over millions of dollars a year.

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: 00:15:57

That might not be the equivalent for you.

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: 00:15:59

You could be in the cents range.

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: 00:16:01

it could be like 10 cents per

recipient, that's why you need to tell

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: 00:16:05

the system what industry you're in.

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: 00:16:07

The average order value.

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: 00:16:08

Good.

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: 00:16:08

It sure is.

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: 00:16:09

It's at 974.

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: 00:16:11

Should you be at 974?

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: 00:16:13

I don't know.

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: 00:16:13

I need to look into your account.

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: 00:16:15

you will know what your average

order value is and whether you're

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: 00:16:18

doing a good job with that.

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: 00:16:19

revenue per recipient that comes

out of that flow average cart size.

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: 00:16:25

average order count.

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: 00:16:27

So this is what we're doing well.

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: 00:16:29

And then it also tells us

what we're not doing so well.

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: 00:16:31

So on the thank you flows, we have

a pretty high unsubscribed rate.

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: 00:16:34

So we need to go in and

have a look at that.

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: 00:16:36

the conversion rate on the

abandoned car flies is low.

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: 00:16:39

you can't just only go, I'll

just look at these ones.

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: 00:16:42

We're doing great.

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: 00:16:43

We can come in here and

we can go right here.

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: 00:16:45

what can we do better?

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: 00:16:46

The obvious thing is here we've

got a spam rate and a, unsubscribe

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: 00:16:51

rate that's not great sitting in

the thank you flows that we have.

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: 00:16:55

let's go in and change that.

348

: 00:16:56

We might have to change the

frequency of what we're sending out.

349

: 00:16:59

We might have to change the volume

of what we're sending out in

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: 00:17:02

there because ultimately these are

impacting on the overall metrics.

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: 00:17:06

The email service providers, inbox

service providers, they don't look

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: 00:17:10

at individual metrics like this.

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: 00:17:11

They're looking at you

collectively as a sender.

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: 00:17:14

You need to, these are impacting on that.

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: 00:17:16

We need to adjust it.

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: 00:17:17

And that could be how we get

that rate down here of 0.

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: 00:17:22

31% unsubscribe rate or the 0.

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: 00:17:25

01 percent spam rate, they could be two

areas that we can drill down into and we

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: 00:17:29

can actually, fix, which could then have

an impact overall on the overall sin rate,

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: 00:17:34

the overall unsubscribe or spam rate.

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: 00:17:36

these are the places that we need to look.

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: 00:17:38

And I just thought that it was really

relevant just to highlight And it

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: 00:17:44

comes from, sometimes you see gurus

online and they're like, you should

364

: 00:17:47

have an open rate of 50 percent

and a click through rate of 5%.

365

: 00:17:52

And I'm like, that's fantastic.

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: 00:17:54

And that might be true for certain.

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: 00:17:56

It's just certain brands, but that's

not, there's no, to think that we can

368

: 00:18:01

just have standard, an online standard

of what your emails should be open and

369

: 00:18:05

clicked on around the world for the

billions of emails that are sent every

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: 00:18:10

day, then, it's foolish, but so what you

need to do is look at your brand, have it

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: 00:18:16

compared to other people in your industry.

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: 00:18:19

And see where you can make improvements

because that's what you can control.

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: 00:18:23

And to have someone, to have a

throwaway line, you should have

374

: 00:18:26

this particular open right?

375

: 00:18:27

what are they talking about?

376

: 00:18:28

Are they talking about flows?

377

: 00:18:29

Are they talking about campaigns?

378

: 00:18:30

Are they talking about a segment of

100 people that I know will definitely

379

: 00:18:33

all open it because I'm telling them

that they're going to win a prize?

380

: 00:18:36

there's so many variables in

that it just frustrates me.

381

: 00:18:39

we are dealing with real people on the

other end of devices, whether it's on

382

: 00:18:43

their phones or if it's on their, their

human sitting at the other end and you

383

: 00:18:48

can't keep everyone happy all of the time.

384

: 00:18:50

So there's always going to, we've got so

many different personalities in the world.

385

: 00:18:53

We've got so many different

cultural differences.

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: 00:18:56

Whatever their reason is, there's

always things that we can do to improve.

387

: 00:18:59

Awesome.

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: 00:19:00

Just small part the numbers and the

metrics you look at, especially when

389

: 00:19:03

you're trying to improve the campaigns.

390

: 00:19:05

100%.

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: 00:19:05

and that's what I say to people

as you can tell by the amount of

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: 00:19:08

talk, but the data doesn't lie.

393

: 00:19:11

a client comes to us and says, I only

want to send one email a fortnight,

394

: 00:19:15

only send one email a fortnight.

395

: 00:19:17

myself and my team will do

whatever you ask us to do.

396

: 00:19:20

However, can you let us try doing

something different and we'll

397

: 00:19:25

look at the data and then we'll

come back to you with the data.

398

: 00:19:28

It's not opinion.

399

: 00:19:29

It's not what Dan thinks

you should be doing.

400

: 00:19:32

It's not what you think

you should be doing.

401

: 00:19:35

It's the data.

402

: 00:19:36

And what is the data representation of?

403

: 00:19:39

It's a representation of

your entire user base.

404

: 00:19:43

It's giving you signals to say whether

they like or don't like something, whether

405

: 00:19:47

they want to be have emails delivered

to them at this frequency, the data

406

: 00:19:52

is going to tell you that it's going

to tell you if they're marking you as

407

: 00:19:55

spam, it's going to tell you if they're

unsubscribing, it's going to tell you

408

: 00:19:59

if they love it and they're opening and

they're clicking on it and they're buying.

409

: 00:20:03

We can't treat the users.

410

: 00:20:05

The same way that you want to be treated

yourself 100 percent of the time,

411

: 00:20:10

because we've got some databases that

have hundreds and hundreds of thousands

412

: 00:20:13

of people on it, and we've got so

many different personalities in there.

413

: 00:20:18

Yes, we all share some similar interests.

414

: 00:20:19

That's why we're on this

particular database.

415

: 00:20:21

But to think that Glenn, because you

want to receive 2 emails a week only,

416

: 00:20:26

that is now the rule that applies

to the other 300, 000 people in

417

: 00:20:31

the database is a little bit silly.

418

: 00:20:34

The better way is.

419

: 00:20:35

We will do your way, but

can we try this other way?

420

: 00:20:39

If you say no, cool, we'll do whatever

you want, but we'll recommend or not

421

: 00:20:44

recommend certain things at the same time.

422

: 00:20:46

And we let the data

tell us what's going on.

423

: 00:20:48

Very insightful, Dan.

424

: 00:20:49

Thank you.

425

: 00:20:50

Thanks again for your time.

426

: 00:20:51

Appreciate it.

427

: 00:20:52

for anyone who's interested in finding

out more about the Clavio Facebook, Google

428

: 00:20:57

Ads, U Butte Flash system that we call it.

429

: 00:21:00

make sure you reach out to us.

430

: 00:21:01

We can do an audit.

431

: 00:21:02

Dan does audits all the time.

432

: 00:21:04

on Clavio and Facebook and, until

next time, thank you for watching.