An understanding of how to translate metrics into tactics that drive results. In this webinar, experts from litmus and ansira, one of the largest independent agencies specializing in crm, loyalty and digital strategies for relationship marketers, discuss key findings from the state of the art report. Litmus' email analysis to understand what metrics brands track (and how they do it) and provided actionable advice on how you can turn bare stats into strategies and tactics that drive results. Didn't get a chance to watch the webinar live? Do not worry. You can access the full recording and read the q&a below. Questions and answers we didn't have time to answer all the questions during the live webinar, but we answered them here on our blog.
Do you have additional questions? Please leave them in the comments. I don't have a data team to help me dig into email analytics. Can I still start? Karina sanchez gudino: the company mailing list best way to start, in my opinion, is to lose the fear of excel. Start with one thing at a time! Take a campaign, export your email analytics information to a spreadsheet ( here's how to do it in litmus ) and start playing with the data to see what you can find. At last year's litmus live, girl scouts director of mail operations kristin bond hosted a full session on how to use excel to do things your esp can't. You should take a look! What are best practices for setting email kpis for emails with different goals? For example, are you using the same kpis for emails promoting a webinar versus downloading a white paper versus promoting a product? Bettina specht: your messaging kpis should always reflect your campaign objective.
Metrics that can help you understand why your campaign has somehow worked. Did your last email generate more webinar sign-ups than any other email? A close look at opens, engagement times, click-through rates, forwards, etc. Can help you understand why this may have been the case. Are there any email metrics you wish you could track, but can't due to technology limitations? Jason rodriguez: I think the main one is the overall email marketing roi. As email becomes more integrated into various marketing channels and customer journeys, it becomes difficult to see what the real return of email efforts is. Sure, we can track opens and clicks and track some of the subscriber behavior with utm parameters on links,