Learn how to determine if your email marketing campaigns are successful—the key metrics to analyze, where to check those metrics in Klaviyo, what to compare them with, and more.

Our Specialists Manager, Glen Wilson, and our Facebook Ads and Klaviyo expert, Dan Nikas, dives deep into an account with 44% of revenue attributed to email marketing to show you how to analyze your email marketing campaigns and use those data to optimize your strategy for success.

Learn about the Solutions 8 Digital Marketing Services here: www.sol8.com/digital-marketing-services

0:00 Intro

0:25 Key Metrics to Measure for Email Marketing Success

5:35 Checking your attributed revenue

9:55 Reviewing the top performing flows and metrics

13:42 Industry information section

20:45 There isn’t a universal standard for metrics

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If you don't know where to look

for them to start with in your

2

own account, you're flying blind.

3

So I thought what I'd do is I'd jump

in and I'd, a bit of an overview of

4

accounts when we do an audit on them.

5

There's a lot that we do in the

audits, but fundamentally, these are

6

the places that we will start to look.

7

Make sure things are set up correctly.

8

Hello, YouTube land.

9

Here we are again with Dan Nickis

and we are going to be talking

10

today about email metrics and

what you should be looking at.

11

If you have, an email system,

whether it's Clavio, whether it's

12

any other platform like MailChimp,

GetResponse, Aweber, any one of those.

13

How do you know if those that

your email campaigns or your

14

email marketing is working?

15

So Dan's going to drill into what

you should be taking notice of

16

if you're using email marketing.

17

think Dan, you were saying this is

part of the audit that you do as well.

18

Is that right?

19

probably the discussion that we were

having is It's all good and well for me

20

to say, you need this percentage open

rate, or we look for this percentage

21

click through rate, or we look for this

percentage unsubscribed rate, if you don't

22

know where to look for them to start with

in your own account, you're flying blind.

23

And then when you do look at it, how

do you know whether it's good, bad,

24

average, or how can you improve it?

25

if you don't know your metrics, then you

don't know what you should be working on.

26

You could be working on the wrong things.

27

You could be doing something

really well and think you're

28

doing it poorly and change it.

29

Or you could be doing something

really poorly and think you're doing

30

well at it and make no change to it.

31

So I thought what I'd do is I'd jump

in and I'd a bit of an overview of

32

accounts when we do an audit on them.

33

There's a lot that we do in the audits,

but fundamentally, these are the places

34

that we will start to look, just make

sure things are set up correctly to start

35

with, to be able to measure these metrics.

36

And then overall, what we're looking

at to make sure the connections are

37

right, what the open rates are, the

click rates, where they're possibly

38

got, they're leaking revenue, where

they possibly could be making more,

39

what's doing really well for them.

40

and, these things are very generic across.

41

All niches within e commerce.

42

It's not a case of well, this

should only work for if you're in

43

the beauty niche or this should

only work if you're in apparel.

44

We have such a broad range of

clients, through the agency that,

45

we know that these systems work with

all of them, which is why, we're so

46

passionate about it we've got such

a detailed system because it works.

47

It works in every niche.

48

With an e commerce.

49

So these are the things that we look for.

50

This is what we, dive into.

51

And this is the stuff we'll come back

and report to people once we do an audit.

52

But, for the people out there

this, jump into your own accounts.

53

I'm going to take you through Klaviyo

because that's what we use and recommend.

54

If you're on MailChimp, Aweber,

Constant Contact, Campaign Monitor,

55

GetResponse, whatever it is, they're

going to have it somewhere in there.

56

Jump in and have a look and

you'll get an idea about where

57

you are or where you should be.

58

And with the limited understanding

that I have with your system, this is

59

something that you Constantly monitor.

60

And if there is a dip in performance in

whatever metric that you're looking at,

61

you're always trying to improve that

metric, whether it's a click through

62

rate, you're modifying, email, titles,

descriptions, anything that's coming out.

63

if you're seeing a drop in

that metric, you'll go, we

64

need to improve that somehow.

65

Yeah.

66

Yeah.

67

So this is something that when

we did the audits, we do an audit

68

before working with the client,

but this is done daily as well.

69

When we're in a client account.

70

Yeah.

71

it's not like you get client and you

set everything up and you walk away.

72

This is something that you

are monitoring all the time.

73

We have to, and whilst our flows

are automated they are an automated

74

system that based on user behavior,

people will receive different emails.

75

They still need to be constantly

tweaked, changed, updated, even if

76

it's the most perfect system and it's

performing amazingly, at some stage,

77

that whole system needs an overhaul

because you can't keep sending out the

78

same stuff month on month, year on year.

79

Forever in a day, people are going

to start seeing the same content.

80

They become disengaged with it.

81

We need to update things.

82

but yeah, it can be everything from

a subject line to preview text to the

83

content of the email to where the call

to actions are contained in the emails.

84

It can even be split testing.

85

within flows, it's split testing

campaigns, it's changing what audience

86

that we send it to, what parameters

people need to, make for us to put

87

them into particular segments that

we send these emails out to, and this

88

is not just a set and forget process.

89

Like this is constantly being worked

on all the time in the back end.

90

without further ado, take it away.

91

probably the hook that

we bring people in Is.

92

How much?

93

What is the percentage off revenue

that you're generating as an overall of

94

your gross for your e commerce store?

95

What percentage you generating per month?

96

Now, most people don't

know, and they're surprised.

97

And we say, recommend that

you should be at around 30%.

98

On average, all of our clients,

if we collectively put them all

99

together, we've run the numbers.

100

It's about 30 percent off the revenue.

101

That you generate gross it gets attributed

to, and email marketing efforts that

102

we put in some sit at 20 others

like this client sit at nearly 44.

103

So it's an average.

104

Now, there's some factors that go

into that, it's going to depend on the

105

industry, whether it's a one purchase

only product, whether they've got

106

repeat purchases, things like even how

they generated their lists before we

107

became involved, some people have bought

lists, some people have got lists

108

by running, giveaways the wrong way.

109

so it all depends on how we've

got people into that list as to

110

how engaged they are and what

chance we have of converting them.

111

So fundamentally that when we come

in, the first thing we do is we come

112

to the home and we look here and the

first thing I want to look at is what

113

is your percentage of total revenue?

114

Now, the attribution with Klaviyo,

the way that it picks it up, so you're

115

going to have, duplicate attribution,

it's going to happen, but if we compare

116

apples to apples, we go month on month

with Klaviyo, we go rightio, this is

117

what it was last month in Klaviyo, this

is what it is this month, it works on

118

people that have opened and clicked the

emails, so that's what the attribution

119

is, they've had to have a touch point

during that buying journey with email.

120

we look at this and we go, okay, the

attributed revenue for this client

121

who has a pretty healthy top line

is sits at 44%, nearly 44%, 43.

122

89.

123

That's above what we need to, or

what we see as an average.

124

It's really healthy.

125

So we look at that and we go, excellent.

126

We're on the right track.

127

The next thing we look at is RIDEO.

128

Where is the majority of

their revenue coming from?

129

So Clavius split it up into campaigns.

130

And we can see here 71 percent of the

revenue from the emails that's attributed

131

to Clavio is coming from campaigns

and 28 percent is coming from flows.

132

So that's the top line where we look at.

133

There's no right or wrong balance here.

134

This will come down to, the type of

product, the industry, how often a

135

company sends, or a brand sends campaigns.

136

This brand sends about four

days, four times a week.

137

Campaigns are very heavy.

138

They have a lot of new

products coming out.

139

they get a lot through their campaigns.

140

Their flows, not to be staged,

are still generating nearly 150

141

grand for them in the back end.

142

but they're not as, profitable because

we send out quite a lot of campaigns.

143

Now, in saying that, that's

not to say that the flows are

144

more, a larger percentage.

145

Of the revenue isn't because of the flows.

146

This is another way that we need to look

at the attribution with Flavio is it

147

works on last click last touch point.

148

So if we've got a brand that's

sending, 456 emails a week by

149

campaigns, the last touch point.

150

More often than not is going to be from a

campaign, but that's not to say that the

151

flow didn't play a vital role in that as

well in getting them across the line to

152

either build trust, show them reviews,

show them some user generated content,

153

went through the quality of the product,

told them about the brand backstories,

154

some behind the scenes style, content.

155

All it means, though, is the last

thing they touched was a campaign.

156

So the high volume of campaigns,

we do see more people coming

157

through it with that attribute.

158

when we come down on the home

screen, our top performing flows,

159

you can see that we've got quite

a lot of flows set up in here.

160

When we start the build outs, we

start out with six to seven flows.

161

Core flows, we call, and that's on

the sheet that should be attached as

162

a link down below here, which talks

about the different flows that we

163

do set up as part of the build out.

164

But that's not all there is,

it does extend beyond that.

165

That's just what happens at the beginning.

166

And they do, they are your core

fundamental flows and every brand has

167

at least 6 more often than I'll have the

7 again, it just depends on The niche

168

that they're in or the product that they

sell, but you do continue to build on

169

that and build on that and build on that.

170

And you have this really

sophisticated, network of automations

171

and flow sitting in the back end.

172

And what you can see here is you

can see how many deliveries it had.

173

We've got four different ones in here that

we've got A B split tests running on the

174

status of them, whether they're email or

SMS, client doesn't lean on SMS at all.

175

That's just a brand choice but a lot of

clients you'll see they'll have their

176

SMS flow sitting up in here as well.

177

How many deliveries?

178

How many products have ordered?

179

amount of dollars per recipient that we

send out to and then a percentage change.

180

This is a 30 day period

that we're looking at.

181

So we've had some ups and downs in

here in terms of the flow revenue.

182

The campaign revenues performed

exceptionally well, and we can see

183

our most recent campaigns here.

184

This goes back to the 27th of March.

185

We got some campaigns that have run at

smaller levels, some that have run at much

186

bigger levels, 60, 000 from this campaign,

268, 000 from this campaign here.

187

So there's a lot that can

be done with the campaigns.

188

Like I said, though, this

is the last touch point.

189

It is a flow that potentially has

also contributed to this process.

190

So how do we know when we're

looking at it and we look here at

191

the open rates and the click rates?

192

How do we know if these

are healthy or not?

193

Klaviyo has some really

good data on the back end.

194

And I'm going to show you how to set

it up properly so that, or how we check

195

to see if it's set up properly make

sure that it's comparing your industry

196

to a similar industry, your brand

to a similar brand that's out there.

197

the good thing with Klaviyo is in

the US, there's 150 odd thousand.

198

stores built on Shopify, of that 80

percent of them have Klaviyo connected.

199

So we're talking about a really

large section of them there

200

that are connected to Klaviyo.

201

And that's why we use and recommend it

because it is the industry leader when it

202

comes to e commerce and e mail marketing.

203

But how do we know whether a, let's

say here, a 36 percent point, 36.

204

83 percent open rate and a 2.

205

76 percent click rate is good?

206

Do you know, and I couldn't

tell you in this industry if

207

that's good, bad and different.

208

I've got an idea because I live in

this space every day and I know where

209

it should be and I know definitely a

60, nearly 62 percent open rate and a

210

15 percent click rate that generates

60, I take that every day of the week.

211

But, how do you know, as a brand

owner, whether your brand is

212

performing in line with similar brands?

213

The thing is, to start with, is that

you need to set it up in the backend.

214

So you need to tell Clavio what industry

you're in, what's your niche, so it can

215

compare you to other similar based brands.

216

So when you come in here into, settings,

Down the bottom here, and when you

217

come into settings, the first thing

you click on is Account, Organization,

218

and just come down to the bottom,

there's an Industry Information section.

219

that is the best place to start.

220

Okay, so this one's an e

commerce in sporting goods.

221

There is a lot in there.

222

Try and be as specific as you can,

because what it's going to do is it's

223

going to compare you to other people in

that industry that are similar to you.

224

So that way you know whether

you're performing where

225

you need to be performing.

226

Okay.

227

we can have a look at all

the other settings in here.

228

But fundamentally, what I wanted to show

you in here was the industry information.

229

This is where we're picking up whether,

where are you telling Klaviyo your

230

industries, what your brand does.

231

When we have a look here, we can

come across into deliverability

232

and this is now going to tell us

based on our previous, 30 days.

233

What we're doing well, what

We're not doing that well.

234

And this gives you a

rating out of a hundred.

235

And this is telling us

that our score is good.

236

It's telling us what we're doing well,

and this is where it's important that

237

we have the information in there

telling Klaviyo what industry we're in.

238

It's telling us our open rate

with our account is 42.4%.

239

The recommended.

240

So this is the guidance

for healthy deliverability.

241

So this is in the eyes of Gmail, Yahoo,

Hotmail, all of those inbox providers.

242

This is the metrics they're looking at

to decide whether you're spam, whether

243

it's a promotion, whether you're, going

to be banned, whether you're just going

244

to bounce straight out of people's

email accounts because of these metrics.

245

So this was a lot of domain reputation,

which is why we tend to warm accounts up

246

or domains up when we start instead of

just, you never just send out to everyone,

247

but it's because of these reasons.

248

So on average, this account

has an open rate of 42.

249

4, which is great.

250

So nearly half the people that

receive the email open it.

251

Now that needs to be greater than 33%.

252

These metrics here are

the industry standards.

253

So these are what people in your

industry on average are achieving.

254

We know here open rates good.

255

They give us a tick.

256

They say excellent.

257

That's lovely.

258

That's nice.

259

The click rate we have is 3%.

260

Needs to be greater than 1.

261

2%.

262

Now, just a caveat with click rate.

263

That's not click through rate.

264

So what a click rate is how many people

that were in total sent the email,

265

clicked on it, not how many people

opened it and then clicked on it.

266

So click through rate is of the

42 percent who clicked on it.

267

Click rate is, say we sent this to 1, 000.

268

Well, 3 percent of that 1, 000 clicked

on it, not 3 percent of the openers.

269

So that's where people tend to get

a little bit confused, because they

270

look at that and they go, Mistaking

it for a click through rate.

271

It's actually a lot higher.

272

This account sits at about 8

percent click through rate.

273

Which is, again, fantastic.

274

But that is of the people, of

the 42 percent that opened it,

275

who then went on to click it.

276

Bounce rate, we need to be less than 1%.

277

This is telling us it's

good because we're at 0.

278

75.

279

We're sitting in the fair here with an

unsubscribed run, a spam complaint rate.

280

We're right on the border with spam

complaint rate, right on the average of 0.

281

01.

282

Still very low.

283

This account sends out about 2

million emails every 30 days.

284

So not that concerned that we have 0.

285

01%.

286

Do we always try and

maintain a low spam rate?

287

Absolutely.

288

But when we're sitting at the

industry standard and we're

289

sending 2 million emails a month.

290

We're comfortable with that because

in the eyes of the email service

291

providers, this is a high volume sender.

292

They've got a dedicated sending domain.

293

Their reputation is good.

294

The authority is good.

295

In fact, they sit right on the

average of spam complaint rates.

296

Unsubscribed rates were 0.

297

01 percent higher than the average,

which is why we still get a fair.

298

So that's.

299

All good as well.

300

If we're looking down here, we can

see what our bounce rates, we can

301

see our recent performance campaign.

302

So it's our last 5 campaigns

that we sent out, and we can

303

see recent flow performance.

304

And this is where we

get all these data from.

305

Another good place to look.

306

Is you come across to

your benchmarks over here.

307

Now, it only goes back the last month.

308

So we're sitting now in April.

309

It won't let us go any further back.

310

It'll give you last month or a custom

range, but with that custom range,

311

it won't let you go into April.

312

So it's going to, it's always doing

a look back on the data for 30 days.

313

It's telling us what we're

doing well in this account.

314

So in this account, we've

got an excellent revenue.

315

And it sits at 3.

316

Now, is 3 what you should be aiming for?

317

Probably not.

318

This client is in a space where

it's high average order values.

319

and they send out a very high volume.

320

They turn over millions of dollars a year.

321

That might not be the equivalent for you.

322

You could be in the cents range.

323

it could be like 10 cents per

recipient, that's why you need to tell

324

the system what industry you're in.

325

The average order value.

326

Good.

327

It sure is.

328

It's at 974.

329

Should you be at 974?

330

I don't know.

331

I need to look into your account.

332

you will know what your average

order value is and whether you're

333

doing a good job with that.

334

revenue per recipient that comes

out of that flow average cart size.

335

average order count.

336

So this is what we're doing well.

337

And then it also tells us

what we're not doing so well.

338

So on the thank you flows, we have

a pretty high unsubscribed rate.

339

So we need to go in and

have a look at that.

340

the conversion rate on the

abandoned car flies is low.

341

you can't just only go, I'll

just look at these ones.

342

We're doing great.

343

We can come in here and

we can go right here.

344

what can we do better?

345

The obvious thing is here we've

got a spam rate and a, unsubscribe

346

rate that's not great sitting in

the thank you flows that we have.

347

let's go in and change that.

348

We might have to change the

frequency of what we're sending out.

349

We might have to change the volume

of what we're sending out in

350

there because ultimately these are

impacting on the overall metrics.

351

The email service providers, inbox

service providers, they don't look

352

at individual metrics like this.

353

They're looking at you

collectively as a sender.

354

You need to, these are impacting on that.

355

We need to adjust it.

356

And that could be how we get

that rate down here of 0.

357

31% unsubscribe rate or the 0.

358

01 percent spam rate, they could be two

areas that we can drill down into and we

359

can actually, fix, which could then have

an impact overall on the overall sin rate,

360

the overall unsubscribe or spam rate.

361

these are the places that we need to look.

362

And I just thought that it was really

relevant just to highlight And it

363

comes from, sometimes you see gurus

online and they're like, you should

364

have an open rate of 50 percent

and a click through rate of 5%.

365

And I'm like, that's fantastic.

366

And that might be true for certain.

367

It's just certain brands, but that's

not, there's no, to think that we can

368

just have standard, an online standard

of what your emails should be open and

369

clicked on around the world for the

billions of emails that are sent every

370

day, then, it's foolish, but so what you

need to do is look at your brand, have it

371

compared to other people in your industry.

372

And see where you can make improvements

because that's what you can control.

373

And to have someone, to have a

throwaway line, you should have

374

this particular open right?

375

what are they talking about?

376

Are they talking about flows?

377

Are they talking about campaigns?

378

Are they talking about a segment of

100 people that I know will definitely

379

all open it because I'm telling them

that they're going to win a prize?

380

there's so many variables in

that it just frustrates me.

381

we are dealing with real people on the

other end of devices, whether it's on

382

their phones or if it's on their, their

human sitting at the other end and you

383

can't keep everyone happy all of the time.

384

So there's always going to, we've got so

many different personalities in the world.

385

We've got so many different

cultural differences.

386

Whatever their reason is, there's

always things that we can do to improve.

387

Awesome.

388

Just small part the numbers and the

metrics you look at, especially when

389

you're trying to improve the campaigns.

390

100%.

391

and that's what I say to people

as you can tell by the amount of

392

talk, but the data doesn't lie.

393

a client comes to us and says, I only

want to send one email a fortnight,

394

only send one email a fortnight.

395

myself and my team will do

whatever you ask us to do.

396

However, can you let us try doing

something different and we'll

397

look at the data and then we'll

come back to you with the data.

398

It's not opinion.

399

It's not what Dan thinks

you should be doing.

400

It's not what you think

you should be doing.

401

It's the data.

402

And what is the data representation of?

403

It's a representation of

your entire user base.

404

It's giving you signals to say whether

they like or don't like something, whether

405

they want to be have emails delivered

to them at this frequency, the data

406

is going to tell you that it's going

to tell you if they're marking you as

407

spam, it's going to tell you if they're

unsubscribing, it's going to tell you

408

if they love it and they're opening and

they're clicking on it and they're buying.

409

We can't treat the users.

410

The same way that you want to be treated

yourself 100 percent of the time,

411

because we've got some databases that

have hundreds and hundreds of thousands

412

of people on it, and we've got so

many different personalities in there.

413

Yes, we all share some similar interests.

414

That's why we're on this

particular database.

415

But to think that Glenn, because you

want to receive 2 emails a week only,

416

that is now the rule that applies

to the other 300, 000 people in

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the database is a little bit silly.

418

The better way is.

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We will do your way, but

can we try this other way?

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If you say no, cool, we'll do whatever

you want, but we'll recommend or not

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recommend certain things at the same time.

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And we let the data

tell us what's going on.

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Very insightful, Dan.

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Thank you.

425

Thanks again for your time.

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Appreciate it.

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for anyone who's interested in finding

out more about the Clavio Facebook, Google

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Ads, U Butte Flash system that we call it.

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make sure you reach out to us.

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We can do an audit.

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Dan does audits all the time.

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on Clavio and Facebook and, until

next time, thank you for watching.