"It's ok, we have good open and click rates." How many times have you heard that from a client or colleague? A campaign's success is often based on a handful of metrics, but these rarely give a well-rounded portrait of true customer engagement. Are open rates declining on mobile? Have desktop and webmail opens increased? How long do subscribers actually spend reading each message? In this actionable webinar, we dive into the other (often more) important metrics your team should be using to develop your clients' emails.

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Go Beyond
Open + Click Rates
Using data to (actually) optimize your clients’ campaigns

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It’s okay, we have
good open and click
through rates.

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We’re every marketer’s
worst nightmare

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Quick Intros!
Justine Jordan
VP of Marketing, Litmus
@meladorri
Jenn Fernandes
Customer Success Manager, Litmus
@JennAFernandes

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Today…
companies know that
customer lifetime value may
be the single most important
metric for enabling growth.

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It’s less about the size of a list,
and more about targeted engagement over the long term
more on this later : )

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ROI
With a typical return of 38:1 on every dollar
invested, email is the best ROI for digital
marketers.
Creating a targeted email counts!

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Most “standard” metrics

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...but what other metrics
are important to consider?

10. Let’s talk about…
Email metrics beyond opens and clicks.
How data impacts the email creation process.
Trends and behaviors behind the numbers.
What it all means for your clients’ campaigns!
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Device, client, and app data
How subscribers
interact with email

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Mo’ screens, mo’ problems

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Device trends since 2011

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B2B
Software
B2C
Retailer
What does your clients’ data say?

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Where are people reading?

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Where people read affects what & how they see

17. Emails can look different…
Outlook 2007 Apple Mail

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iPhone: Inbox by Gmail app iPhone: Mail app

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… be difficult to read…

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… or be downright broken L

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Mobile is here to stay

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strategy #1
mobile first
aka agnostic, aware, scalable

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Considers the mobile user a priority
• One layout for all screen sizes
• 320-500px
• Large text & buttons
• Generous white space
• Clear calls to action
• Short, concise body copy

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strategy #2
responsive
aka agnostic, aware, scalable

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strategy #3
hybrid
aka ‘spongy’

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Responsive that
works in Gmail
(yes, really!)

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‣ Body copy: 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ Space: 40px+
‣ Tappable touch targets

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ENLARGE
ALL THE THINGS

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Outlook-heavy audience Adjust design for preview pane, code for limited support
Image-blocking email clients Use styled alt text and background colors
Many Gmail users CSS must be inlined; consider hybrid approach for mobile
Large number of retina devices Use high resolution ‘retina’ images
Large Lotus notes audience Start looking for another job
Data-driven strategies

32. Animated GIFs for non-Outlook audiences

33. Pixel art for image blocking

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Beware of blue links
on iPhone and iPad

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Read rate + influencer metrics
How subscribers
engage with email

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Opens ≠
Engagement!

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Duration of engagement or ‘read rate’
How long does each subscriber spend reading messages?

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Duration of engagement or ‘read rate’
How long does each subscriber spend reading messages?
Analyze read rate for each
message opened
Does this change depending
on platform?
Inform design, segmentation,
and copywriting decisions

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Give subscribers a
reason to read and return
A live Twitter feed targets users that
can see the functionality and
participate in the stream
Encourage engagement

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See where in the world
opens, prints & forwards
are happening
Why? To tailor content, inform
design, send time, segmentation,
and copywriting decisions.
Geotargeting Subscribers

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62% average open rate
+209% over general messages

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Case Studies

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Who: Nationwide coffee chain
What: Increased email engagement 3%
• Analyzed user, time of day, geolocation, and device
type to segment & target
• Utilized different design, incentives, and time of day
sends to target users
• Used geolocation to target local stores & deliver
incentives right to the user’s inbox!
Sign-ups for mobile payment app increased by 3%

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Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive
Email
4.4%% 11.5% 58
Difference -13.7% 130% 93.3%
Who: Act-On Software
What: Increased performance with
responsive redesign and A/B testing

47. litmus ®
Resources!

48. campaignmonitor.com/css

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Responsive
Templates
bit.ly/slate-templates

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2016 State of
Email Report
bit.ly/2016-state-email

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Litmus Email Analytics
Individual user data w/ FTP delivery
Slice/dice to target + segment
Works with any ESP
litmus.com/giftcard
coupon code digitalagencyday

52. Litmus Unlimited

53. litmus.com/giftcard
Coupon code: digitalagencyday
Free Month!