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    Email Marketing

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    Nianwei Qiu
    The document analyzes an email marketing campaign portfolio for a two-week period in April 2012. It provides metrics on email campaigns including revenue, expected revenue, and performance. The campaigns are divided into new campaigns being tested and older mature campaigns. Metrics like open and click-through rates are also analyzed by email domain like Gmail, Yahoo, and Hotmail. Charts show revenue, performance, and cost-per-thousand comparisons for each campaign.

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    Email Marketing

    Uploaded by

    Nianwei Qiu
    10 views13 pages
    The document analyzes an email marketing campaign portfolio for a two-week period in April 2012. It provides metrics on email campaigns including revenue, expected revenue, and performance. The campaigns are divided into new campaigns being tested and older mature campaigns. Metrics like open and click-through rates are also analyzed by email domain like Gmail, Yahoo, and Hotmail. Charts show revenue, performance, and cost-per-thousand comparisons for each campaign.

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    The document analyzes an email marketing campaign portfolio for a two-week period in April 2012. It provides metrics on email campaigns including revenue, expected revenue, and performance. The campaigns are divided into new campaigns being tested and older mature campaigns. Metrics like open and click-through rates are also analyzed by email domain like Gmail, Yahoo, and Hotmail. Charts show revenue, performance, and cost-per-thousand comparisons for each campaign.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    10 views13 pages

    Email Marketing

    Uploaded by

    Nianwei Qiu
    The document analyzes an email marketing campaign portfolio for a two-week period in April 2012. It provides metrics on email campaigns including revenue, expected revenue, and performance. The campaigns are divided into new campaigns being tested and older mature campaigns. Metrics like open and click-through rates are also analyzed by email domain like Gmail, Yahoo, and Hotmail. Charts show revenue, performance, and cost-per-thousand comparisons for each campaign.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 13

    Email Marketing Campaign Analysis

    Weekly Meeting (Updated April, 2012)

    Outline
    Overview of online marketing campaign portfolio
    Email campaigns

    Online marketing campaign portfolio -- Email


    Key Metrics
    Metrics

    Description

    Sent #

    # of emails sent by our company

    Open #

    # of emails opened by users

    OR (Open Rate)

    OR = Open # / Sent #

    CTR (Click Through Rate)

    CTR = Click # / Open #

    Conversation #

    # of transaction/sales/leads, etc

    CR (Conversation Rate)

    CR = Conversation # / Click #

    CPM * (Cost Per Thousand)

    CRM = Media Spend / (Sent # /1000)

    Domain

    e.g. Gmail, Gmail Bulk, Yahoo, AOL, etc

    AD_CPM (Average Domain CPM)

    AD_CPM = Domain's Total Media Spend /


    (Domain Total Sent # / 1000)

    Exp_Rev (Expected Rev)

    Exp_Rev = AD_CPM * Sent # / 1000

    Perf (Performance)

    Perf = Rev / Exp Rev

    *: CPM is Rev Per Thousand for our company because we publish email campaigns for advertisers

    Online marketing campaign portfolio -- Email


    Time Range
    Campaign
    4/15 - 4/28/2012
    U
    4/15 - 4/28/2012
    G
    4/15 - 4/28/2012
    N
    4/15 - 4/28/2012
    I
    4/15 - 4/28/2012
    O
    4/15 - 4/28/2012
    T
    4/15 - 4/28/2012
    R
    4/15 - 4/28/2012
    F
    4/15 - 4/28/2012
    S
    4/15 - 4/28/2012
    Z
    4/15 - 4/28/2012
    Y
    4/15 - 4/28/2012
    L
    4/15 - 4/28/2012
    B
    4/15 - 4/28/2012
    P
    4/15 - 4/28/2012
    E
    4/15 - 4/28/2012
    W
    4/15 - 4/28/2012
    V
    4/15 - 4/28/2012
    X
    4/15 - 4/28/2012
    C
    4/15 - 4/28/2012
    Q
    4/15 - 4/28/2012
    H
    4/15 - 4/28/2012
    M
    4/15 - 4/28/2012
    G
    4/15 - 4/28/2012
    A
    4/15 - 4/28/2012
    D
    4/15 - 4/28/2012
    K

    Rev
    $25
    $36
    $40
    $12
    $57
    $30
    $20
    $4
    $84
    $75
    $788
    $199
    $156
    $130
    $68
    $4,577
    $991
    $60
    $110
    $1,088
    $78
    $78
    $150
    $120
    $238
    $789

    Exp Rev
    $9
    $22
    $28
    $9
    $61
    $48
    $55
    $35
    $35
    $44
    $581
    $147
    $116
    $98
    $57
    $4,170
    $918
    $57
    $106
    $1,167
    $86
    $95
    $188
    $155
    $352
    $1,364

    Perf
    281%
    166%
    143%
    135%
    93%
    63%
    36%
    11%
    237%
    170%
    136%
    135%
    134%
    132%
    120%
    110%
    108%
    106%
    104%
    93%
    90%
    82%
    80%
    78%
    68%
    58%

    New Email Campaigns


    (Testing Stage)

    Old Email Campaigns


    (Mature Stage)

    Online marketing campaign portfolio -- Email


    New Email Campaigns Analysis (Testing Stage)
    Campaign
    U
    G
    N
    I
    O
    T
    R
    F

    Rev
    $25
    $36
    $40
    $12
    $57
    $30
    $20
    $4

    Exp Rev
    $9
    $22
    $28
    $9
    $61
    $48
    $55
    $35

    Perf
    281%
    166%
    143%
    135%
    93%
    63%
    36%
    11%

    Online marketing campaign portfolio -- Email


    Old Email Campaigns Analysis
    Campaign
    S
    Z
    Y
    L
    B
    P
    E
    W
    V
    X
    C
    Q
    H
    M
    G
    A
    D
    K

    Rev
    $84
    $75
    $788
    $199
    $156
    $130
    $68
    $4,577
    $991
    $60
    $110
    $1,088
    $78
    $78
    $150
    $120
    $238
    $789

    Exp Rev
    $35
    $44
    $581
    $147
    $116
    $98
    $57
    $4,170
    $918
    $57
    $106
    $1,167
    $86
    $95
    $188
    $155
    $352
    $1,364

    Perf
    237%
    170%
    136%
    135%
    134%
    132%
    120%
    110%
    108%
    106%
    104%
    93%
    90%
    82%
    80%
    78%
    68%
    58%

    Online marketing campaign portfolio -- Email


    300.00%
    1,400
    250.00%
    1,200

    1,000

    200.00%

    800
    150.00%
    600
    100.00%
    400
    50.00%
    200

    0.00%
    U

    V
    Rev_

    Perf %

    Online marketing campaign portfolio -- Email


    Campaign CPM Comparison Group by Domain
    1.20

    1.00

    0.80

    0.60

    0.40

    0.20

    0.00
    V

    B W Q

    CPM_

    H M

    O D

    DomainAve_CPM

    Online marketing campaign portfolio -- Email


    Row Labels
    Gmail
    A
    G
    V

    OR %
    11.50%
    15.33%
    9.98%
    11.17%

    CTR %
    10.86%
    12.96%
    12.62%
    10.05%

    CR %
    10.99%
    11.68%
    14.78%
    9.91%

    CPM_
    1.0303
    0.8000
    0.8210
    1.1119

    Perf %
    100.00%
    77.65%
    79.69%
    107.93%

    DomainAve_CPM
    1.0303
    1.0303
    1.0303
    1.0303

    Row Labels
    Yahoo
    B
    K
    Q
    W
    Y

    OR %
    4.79%
    5.25%
    5.71%
    3.66%
    4.50%
    6.91%

    CTR %
    7.43%
    9.41%
    6.51%
    8.65%
    7.27%
    8.37%

    CR %
    6.22%
    7.90%
    9.04%
    8.55%
    4.32%
    6.87%

    CPM_
    0.5806
    0.7800
    0.3359
    0.5413
    0.6372
    0.7878

    Perf %
    100.00%
    134.35%
    57.85%
    93.23%
    109.75%
    135.69%

    DomainAve_CPM
    0.5806
    0.5806
    0.5806
    0.5806
    0.5806
    0.5806

    Row Labels
    Hotmail
    E
    H
    M
    P
    T

    OR %
    4.90%
    3.99%
    6.04%
    3.53%
    6.93%
    2.47%

    CTR %
    3.11%
    2.99%
    2.43%
    3.48%
    2.83%
    6.83%

    CR %
    4.99%
    4.83%
    5.90%
    4.05%
    4.33%
    6.66%

    CPM_
    0.0960
    0.1153
    0.0867
    0.0790
    0.1270
    0.0603

    Perf %
    100.00%
    120.00%
    90.25%
    82.28%
    132.25%
    62.75%

    DomainAve_CPM
    0.0960
    0.0960
    0.0960
    0.0960
    0.0960
    0.0960

    Online marketing campaign portfolio -- Email


    Row Labels
    RR
    D
    G
    L
    O
    S
    X

    OR %
    2.17%
    2.61%
    2.84%
    2.02%
    0.91%
    1.77%
    1.21%

    CTR %
    4.53%
    3.87%
    4.67%
    6.52%
    3.70%
    5.19%
    4.68%

    CR %
    2.66%
    2.10%
    1.96%
    3.17%
    5.76%
    4.05%
    2.94%

    CPM_
    0.0627
    0.0424
    0.1041
    0.0850
    0.0582
    0.1487
    0.0665

    Perf %
    100.00%
    67.62%
    166.06%
    135.48%
    92.74%
    237.18%
    106.03%

    DomainAve_CPM
    0.0627
    0.0627
    0.0627
    0.0627
    0.0627
    0.0627
    0.0627

    AOL
    C
    R
    Z

    3.35%
    4.71%
    2.40%
    1.25%

    4.93%
    3.84%
    7.58%
    8.42%

    4.34%
    6.84%
    0.28%
    2.78%

    0.0561
    0.0582
    0.0204
    0.0955

    100.00%
    103.79%
    36.39%
    170.24%

    0.0561
    0.0561
    0.0561
    0.0561

    Gmail Bulk
    F
    I
    N
    U

    0.38%
    0.23%
    0.93%
    0.33%
    0.58%

    1.34%
    1.99%
    0.87%
    1.14%
    1.43%

    3.75%
    4.02%
    4.49%
    1.56%
    5.49%

    0.0081
    0.0009
    0.0109
    0.0116
    0.0227

    100.00%
    11.36%
    134.60%
    143.02%
    280.69%

    0.0081
    0.0081
    0.0081
    0.0081
    0.0081

    Online marketing campaign portfolio -- Email


    1.2000

    300.00%

    1.0000

    250.00%

    0.8000

    200.00%

    0.6000

    150.00%

    0.4000

    100.00%

    0.2000

    50.00%

    0.0000

    0.00%
    U

    E W V
    CPM_

    Perf %

    M G

    Online marketing campaign portfolio -- Email


    300.00%
    1,400
    250.00%
    1,200

    1,000

    200.00%

    800
    150.00%
    600
    100.00%
    400
    50.00%
    200

    0.00%
    U

    V
    Rev_

    Perf %

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