When you finish a sales campaign or promotion, can you honestly say you are checking all of the data to see how well each campaign performed? We mean, are you diving into open rates, click rates, spam rates, unsubscribe rates and even successful delivery rates on top of your sales revenue? 

We understand that revenue is your primary goal. Still, without an overarching understanding of how your whole email ecosystem performs, it can be challenging to improve your performance with each new campaign. 

At Email By Design, we are driven by data. We use it as a guide to form structured email strategies, direct promotional activity and improve results with each send. Not sure how to analyse your EOFY email performance this year? We’ve placed some helpful tips below. 

Analyse Your Open Rates & Click Rates 

As mentioned, revenue is important. However, revenue can’t grow if your open and click rates stagnate. Analysing your open rates and click rates can help you understand how many people are seeing your message and how many are converting as a result. 

Take the time to understand the following:

• What do your normal non-sales open and click rates look like? 

• How did you compare with your normal open and click rates? A higher rate indicates that your database is highly sales-driven. A lower rate may indicate that your message was sent at the wrong time or was drowned out by competition. 

• Did you send to more people than usual? Sending to a broader list (including unengaged contacts) will lower your open and click rates. 

These metrics and data points are critical, as they help you understand how many sets of eyes fell on your marketing during your promo period. From here, you can then judge whether your conversion rates were strong. A good placed order rate is generally between 1-3%. However, you must also compare this against previous campaigns to make an informed opinion. 

Analyse Your Marked As Spam, Unsubscribe & Bounce Rates 

Where many business owners and marketing teams fall short is their ability to analyse negative analytics. While they may seem less important, they are, in fact, just as critical to the success of your promotions as positive analytics. 

It’s critical to review how these rates may have grown during your promotional period. You can usually expect a small growth during promos or periods of more rapid emailing, especially the End Of The Financial Year, but a sudden spike in any of these usually indicates the following: 

• You may be sending too many emails too rapidly 

• Your message or offer may not be enough for customers 

• Your message may feel spam-like 

• Customers, particularly those you haven’t emailed in a long time, may not be interested in the content presented 

• Customers may feel their privacy is being invaded (especially if SMS unsubscribes are high)

Analysing these statistics before, during and after your promotion allows you to make more informed decisions for your next sale. This can then alleviate the risk of negative deliverability, which can harm revenue in the long run by pushing your emails into spam. 

What Are Your Peers Achieving? 

Each Klaviyo account is placed in an industry group upon set-up based on where Klaviyo believes you rank. You can analyse your statistics and results in comparison with your peers in the Benchmarks section of analytics. This is a fantastic way to determine where you are landing compared to similar businesses. 

We recommend subscribing to your key competitor’s emails, too, as seeing what they’re doing can help you learn to improve your statistics. For example, if your open rates are 10% below your peers, you can try changing your subject lines to utilise a similar strategy to your competition. Try this for a few campaigns, analyse again and iterate until you find the winning strategy for your brand.

The Email by Design Team is here to help 

At Email By Design, data is at the core of everything we do. We learn from the data of each campaign to then drive greater success for every flow, campaign, SMS and sign-up form we create. Ready to let our data-led approach guide your account? Book a free 15-minute consultation with us today.