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  • Christian Foged 37 posts 58 karma points
    Dec 04, 2009 @ 13:27
    Christian Foged
    0

    Clickmap & e-mail analytic metrics

    Below is my 5 cents on the main mail metrics (not all of them) and tools I use in e-mail marketing. It's meant as inspiration :o)

    A quick graphic overview / clickmap of an e-mail (all showed or on mouseover, inspiration could be the "Site Overlay" function in Google analytics)

    • On each link in the mail
      -  # of clicks
      - % of total click

    Common metrics for the mail, such as:

    • Mail Subject line
    • Campaign receivers
    • Open rate (# and %)
    • Unique open rate (# and %)
    • Soft Bounces  (# and %) 
    • Hard Bounces (# and %)
    • Total clicks in mail
    • Click through open rate
    • Average clicks in mail pr. opened mail
    Ideas to more somewhat advanced metrics could be:
    • Conversion/goal tracking for entire mail, and each link
    • Revenue tracking for entire mail, and each link, combined with order ID's, SKU's etc
    • Integration with Google analytics - analytics goal conversion, analytics e-commerce tracking, and analytics campaign tracking
    • Identify members who
      - Opened the mail
      - Didn't open the mail
      - Clicked in the mail
      - Opened, but didn't click in the mail
      - Hard & soft bounced
      - Unsubscribed

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