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Whitney O'Brien's Email Strategy ROI Dashboard
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What does this dashboard measure?

This dashboard provides actionable insights into:

- A comprehensive overview of key email marketing metrics and their performance over time

- The impact of different email marketing campaigns on KPIs and user journey

- The impact of email marketing compared to other marketing channels

- Performance of email across different job titles, industries and regions

This dashboard helps you to:

- Track and benchmark the performance of your email campaigns, helping you optimize your strategy over time

- Identify revenue-generating activities and pinpoint areas for improvement

- Measure the efficiency and impact of your email campaigns, driving data-driven decisions

Email Strategy ROI Dashboard

Campaign Performance

Whitney starts with analyzing a variety of metrics in order to understand impact and effectiveness, and it all starts with clearly defining the goal of the email campaign. Next, she is looking into common metrics, such as Email Open Rates, CTR and Bounce Rates.

Next, she reviews the impact of email campaigns on business objectives - in this template it means Direct Leads generated and Leads influenced. However, as HockeyStack allows you to build custom goals, reports, and dashboards, you can change those objectives to anything you’d like, for example, Pipeline or Revenue.

Campaigns Performance Over Time

Next, she analyzes the campaigns’ performance over time, enabling her to uncover key data points, identify areas of improvement, and pinpoint any discrepancies between her initial hypothesis and the actual results.

By breaking down campaign impact by date, you can see the performance over time for all major KPIs, revealing trends and patterns that inform data-driven decisions.

Having all this data in one place enables you to assess the success and shortcomings of email campaigns, as well as identify areas for improvement. Moreover, as email is a crucial component of integrated marketing strategies, this dashboard provides a comprehensive view of direct and influenced conversions, pipeline, and revenue, giving you a complete picture of what's working and what's not.

Email Journey to Conversion

This report presents a consolidated funnel, providing a visual representation of the user journey from the moment the email was sent to the closed won deals. This report offers an alternative perspective on the data, allowing you to track conversion rates at each stage of the funnel and gain a deeper understanding of the customer journey.

Performance by Region

When running email campaigns across multiple regions, a unified view of performance is essential. This report provides a comprehensive overview of key business metrics, enabling you to evaluate the effectiveness of email marketing as a channel and measure the impact of your campaigns across different regions.

Look-back Window Funnel for Closed Won

The next report offers a look-back window funnel, enabling you to select a specific timeframe and breakdown of steps that led to your desired outcome - in this case, Deal Won. HockeyStack then automatically generates a visual representation of the user journey, providing a holistic view of email effectiveness, the impact of different channels, and how email marketing contributes to winning deals.

Performance by Industry and Job Title/Persona

These reports help you gain valuable insights into the effectiveness of your campaigns and measure the impact of tailored marketing communications that address specific challenges, goals, and interests by segmenting your audience by industry and job title.

Lead Quality

The Lead Quality report provides an unified view of leads, their scores, and their impact, enabling data-driven decisions and optimized lead nurturing.

The lead scoring and handover model fosters a collaborative feedback loop between marketing and sales teams. By working together with sales, marketers can ensure lead quality and alignment on shared objectives, such as revenue goals and conversion rates. 

Email Performance Data

The next set of reports provides key performance metrics for email campaigns, facilitating day-to-day campaign management and optimization. Additionally, by analyzing data from the last 8 months, you can identify trends over time, enabling informed decisions and strategic planning.

Self-Reported Attribution mentioning email

Another key metric for evaluating email campaign effectiveness is Self-Reported Attribution answers, which provide insight into how prospects first heard about your organization. This data is particularly valuable for nurture campaigns, and when combined with direct demo requests and email-sourced lead performance data, offers a comprehensive view of the customer journey and the impact of email marketing on conversion rates throughout the funnel.

Email vs other channels

Next, you can quantify the incremental impact of email marketing versus other channels using Lift Reports. 

These reports measure the additional conversion rates generated by a specific action or property, such as how email campaigns influence deals progressing to the pipeline stage and ultimately, revenue generation. 

This analysis is not about pitting channels against each other, but rather about gaining a deeper understanding of how email marketing contributes to the overall marketing mix and multi-channel campaigns, informing data-driven decisions and optimized marketing strategies.

Next, a comprehensive overview of email performance versus other channels provides a detailed comparison of key performance indicators (KPIs). 

This analysis is not about assigning credit to individual channels but rather about gaining a holistic understanding of what's working and what's not within the marketing mix, enabling data-driven decisions and optimized marketing strategies.

Lift of Emails on Leads and Pipeline

These two Lift Reports provide a detailed analysis of how different Email Marketing types impact lead and pipeline generation. In this example, we can see that post-webinar emails, while generating a 1.71x uplift in lead generation, have a negative impact on pipeline generation. 

This data provides actionable insights, enabling you to identify areas for improvement and optimize your email marketing strategies to achieve better results.

Impact of Emails

Finally, to understand the actual email impact, they are using multiple attribution models for Leads, Pipeline, and Closed Won.

This report breaks down the data by region, and you can see four different attribution models:

- FT - First Touch: showing when email was the first touch on the journey

- LT - Last Touch: showing data when email led to conversion

- UN - Uniform Attribution: assigning 100% credit to each touchpoint, allowing you to answer the question of how many leads/deals/won opportunities email was a touchpoint

- LN - Linear Attribution: assigning an even amount of credit to each touchpoint, allowing you to answer the question of what the $ value of email campaigns is, assuming that all touchpoints are valued equally

Full Template here:

About the Author:

Whitney O'Brien is a seasoned email marketing specialist, currently working as a Senior Email Marketing Manager at Level Access. In the past, she worked at GoDaddy and has consulted for several organizations.

Whitney O'Brien
Senior Email Marketing Manager at Level Access
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