Connect with us

MARKETING

Better reporting can improve email performance

Published

on

Whether you think of email as an art, a science or both (as I do), there’s no escaping the reality that email is a numbers game through and through. Knowing which numbers (or metrics) to track will help you assess and continually optimize your email program’s performance and help you find useful solutions to improve it.

But that’s only the beginning. Numbers need context to give them meaning. That’s where effective reporting comes into play.


Get the daily newsletter digital marketers rely on.


Six ways email reporting builds your email program

Although it’s a key component of successful email marketing, email reporting can be a major challenge for many email teams. Reporting often takes a backseat when the email team has one person on it, or the team manages many other channels besides email.

But when you do reporting right, your reports can help you drive success in six ways:

  • Track trends: Reporting, especially when done at several time intervals such as weekly, monthly, yearly, and year-over-year, will help you see where your numbers are trending up or down.
  • Generate insights: Your reports will include your insights, based on these trends, into diagnosing problems and suggesting ways to improve your program or new areas to explore.
  • Budget and plan effectively: Regular reports will help you see if you’re spending your current budget on things that work and highlight areas where you might need to seek additional funding to close gaps or move your program forward.
  • Drive testing: The insights you gain from regular reporting can also highlight areas you want to test. This goes way beyond a one-off subject line or call-to-action testing. Instead, your reporting can guide tests in message content, design, strategy and other high-level areas.
  • Inform leadership: An in-depth, organized report with figures, analysis and insights keeps your leadership clued into your email performance. Your executives will be more likely to read your reports if they know they’ll learn valuable information, not just stare at columns of numbers presented without context.
  • Show email’s value to everyone: Reporting helps everyone from your email team understand how email contributes to the company’s goals and bottom line. When everyone understands this value, you can more easily build a business case for sustained or additional funding.

As I noted, email reporting is often something that marketers leave to the last minute. That doesn’t give you much time to study your numbers, to think about what they mean in the long run, or how you could use them to improve or expand your email program.

Good reporting forces you to evaluate what the numbers tell you, whether you are compiling a presentation for your senior executives, prepping for your weekly team meeting or summing up what you know as a one-person email department.

You’ll delve below the surface, ask questions and look for answers in your data and use what you find to do email better. You’re not simply listing numbers on a page or in a PowerPoint and filing it away.

Email reporting: Three insights into the state of play today

As I’ve learned in working with clients, everyone does email reporting a little differently. Some marketing teams do all the work themselves. Others have dedicated insight, data or business intelligence units that can do their work.

Many email marketers who create their reports themselves have just enough time to look at the high-level numbers they see in their ESP dashboards – the campaign-by-campaign opens, clicks, and (maybe) conversions.

The heart of email reporting is what you do with the numbers – how you analyze them, what insights you draw from them and how you use them to improve your email program.

Two recent surveys primarily of UK email marketers show the wide range of treatments email reporting receives.

1. Time spent on email marketing is increasing slowly

Econsultancy’s 2019 Email Marketing Industry Census found that 35% of email marketers spent more than two hours of their regular workweek on email reporting. Although 7% of marketers said they spent no time on reporting, 29% spent 2-8 hours, while 6% spent more than eight hours.

That continues a slow uptick in time spent on reporting over the last few years. In the 2017 Census, for example, 25% spent more than two hours on reporting.

Is this good news or does it mean reporting is getting harder to do?

Given how many email platforms now include campaign reporting in their dashboards, thus making the numbers easier to access, I’d like to assume that means more marketers are looking at those numbers and using them to compile even basic reports. And a basic report is better than nothing – it’s the first step toward compiling a really useful analysis.

2. Marketers are (somewhat) confident about their reporting ability

According to the Data & Marketing Association’s 2021 Email Tracker, 54% of marketers say their companies have a “leading” or “good” level of sophistication in their ability to analyze performance, a key component of email reporting.

That’s just slightly behind their confidence in creating email strategy (62%) and creative content (58%). Again, 6% of marketers said their companies don’t analyze email performance.

3. Marketers struggle with reporting

We know from our own client work and from anecdotal and survey results that many don’t have time to do the in-depth analysis that a good email report needs.

Easy access to campaign-level metrics like open, click and conversion rates and inbox performance (unsubscribes, bounces, delivery rates and inbox placement where available) gives them enough data to compile a simple performance report but not the deep-dive analysis needed to understand what’s happening and how to use the data to improve their programs.

Having an email system that makes reporting easy should be a factor in choosing an ESP. The ideal setup automates as much of the data compilation as possible. This reduces the drudgery of manually importing data from spreadsheets and creating visuals for presentations.

In the work my consultancy does for our clients, we pull data from ESPs, e-commerce systems, CRMs, Google Analytics and other integrated data providers into an Excel file that feeds into a PowerPoint presentation. As long as we can pull data into a master Excel document, it will propagate automatically in PowerPoint.

Thus we spend less time adding numbers and more time reviewing and analyzing the numbers and coming up with useful insights and trends. This gives you numbers and context you can cite quickly as well as an official document to pass on to senior executives and to archive for our clients’ own research and planning.

Items to include in your email report

What you include will vary by your brand, the kind of email marketing you do, your vertical, your email goals and strategies and other variables. But these sections should be part of most reports:

1. Essential performance data

This includes campaign-level data involving both process metrics (email activity) and business metrics (conversions, number of sales, average basket value, average or median revenue per email and other goal-oriented metrics.

2. Historical data and trends

These indicate trends, ideally week-over-week, month-over-month and year-over-year comparisons. Include data for list growth, campaign metrics, all of your automated email programs and other relevant data.

Besides the usual performance data you can pull from your ESP and other platforms, crunch the numbers in several different ways to give you an expanded view:

  • List growth: Include both your total emailable list (all of the active email addresses in your audience, not including unsubscribers, spam complainers, long-term inactive addresses and others) plus new subscribers, new unsubscribers and your subscriber churn (net growth or loss) during the measurement period.
  • Reach analysis: This reviews the percentage of contacts who acted on at least one email campaign over a set period. It includes both open reach (the percentage who opened at least one email) and click reach (the percentage who clicked at least once in the same time period), but both send and purchase reach can also be used.

3. Insights

Here you extrapolate what the data means. Provide context such as extenuating circumstances, changes in your audience or email strategy, external events that affect performance and other enlightening information.

4. Hypotheses to test

Your email data influences your testing program. So, look at things you could test for, such as frequency, content or segmentation strategy, audiences and more.

5. Questions and concerns

Separate from insights, use this space to highlight issues that the numbers reveal, such as declining performance of a specific email program, increase in inactivity or challenges in acquisition.

6. Recommendations

Ideas for improving performance using both capabilities you have in your current technology or outlining how new technology could help you achieve specific goals.

7. Screenshots of recent email campaigns

These visuals keep people in the loop, like your senior executives who don’t monitor your email campaigns as closely as you and your team do. And – let’s be honest – it lets you show off your best work, too.

Report it now, use it later

The time you put in now on your email reporting gives you an advantage later when the time comes to work on your email budget, revamp your email goals and strategies and even help you find a new email vendor as your program grows.

You’ll be a step ahead because you’ve done the analytics, identified your challenges and opportunities, and answered tough questions. Your reports will give you material to guide your steps and choose the right strategies and tactics that will help you achieve your goals.

My hope here is that if your own email reporting practices could use a tune-up, you’ll use the background information and practical advice I provide here to improve your own email reports. And if you’re proud of your email reports and how you incorporate them into your everyday email practices, I would love to hear about it!


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

7 common problems that derail ABn email testing success
Kath Pay is CEO at Holistic Email Marketing and the author of the award-winning Amazon #1 best-seller “Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Take back your ROI by owning your data

Published

on

Treasure Data 800x450

Treasure Data 800x450

Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.


Click here to view more MarTech webinars.


About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Published

on

Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on Amazon.com in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
Ecommerce CertificationEcommerce Certification

Become A Certified E-Commerce Marketing Master

The Industry’s Most Comprehensive E-Commerce Marketing Certification For The Modern Marketer. Turn Products Into Profit, Browsers Into Buyers, & Past Purchasers Into Life-Long Customers

Click here

Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.


Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

How to Schedule Ad Customizers for Google RSAs [2024]

Published

on

How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed

 

 

How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.

 

 

Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.

 

 

And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.

Conclusion

Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending