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Campaign Performance

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Digital Marketing - Study Notes:


Here, we've got some campaign performance calculations for you to observe.

This is something you can use yourself as a template to calculate your clickthrough rate and conversion rate so that you can be better informed for your next email campaign. Here, we break down what a click-through rate actually is, how to calculate it, and a simple example, and the same with a conversion rate.

With conversion rates, just be careful to know what a conversion means to you, as conversion rate often can mean different things to different marketers.

Here are two more metrics which you should pay attention to and calculate after each email campaign. Again, we have a simple breakdown of the bounce rate and the share and forwarding rate.

You can use this template to help understand your email marketing better yourself, and, again, identify drop off points where you can then implement best practices going forward. And here are two final metrics you should keep an eye on for your email marketing campaigns.

List growth and overall return on investment. I mentioned previously that your list growth is quite critical to your testing abilities, and also, you will have database decay which is basically people who drop off from your database list.

You must constantly be refreshing the ones that have disappeared, plus growing it in order to grow your business and impact your bottom line. That's why it's important to, again, use this template to calculate your list growth and also, to link your email marketing activities to your overall return on investment.

Non-email engagements

The metrics we just covered all relate directly to email, but they're not the only metrics you should be monitoring. We also monitor non-email engagements such as web logins, ad traffic, and store purchases. This is because all of this is linked together in the cross-channel marketing universe.

The recipient may not have clicked on your email, but that does not mean that they're not engaging with your brand elsewhere. Email, like all other marketing activities, should not be viewed in a tunnel. It is part of a larger universe of your marketing activities. They can definitely contribute to one another, even if that is not the area that you, at this moment, are focusing on.

Analyzing a campaign result in Mailchimp

As we saw the section on campaign delivery, the last step in an email campaign is analyzing your results after you've sent out the campaign and collected the data. The Mailchimp reporting feature contains campaign data on clicks, opens, and total revenue from the campaign, should you have a B2C business.

So here, we can see recipients, delivered, open rate, click rate, and a per industry open and click rate, which is very useful to understand.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Andrea Francis

Inbound marketing manager @ Poppulo

  • Inbound marketing manager in employee communications technology 
  • Worked at Relayr as a senior marketing manager, creating and implementing a global inbound marketing strategy
  • Worked with Hubspot as a marketing manager and funnel optimization specialist focusing on converting leads to qualified leads for the EMEA region
  • Content marketing and blogging with various SaaS startups at Startupbootcamp Amsterdam

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Email Marketing
    Andrea Francis
    Skills Expert

    This module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, engagement, and the legislation and regulations surrounding data protection underpin an effective email marketing strategy. The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools.