A Closer Look at Email Reporting
Success in ecommerce depends on many factors, not least among them is effective email marketing. Understanding the power of your email marketing tool is crucial. An insightful article provides a comprehensive look at how to leverage your email reporting tool to foster better engagement and increase revenue, especially for businesses in the hospitality sector.
Bottom Line: This article is vital for ecommerce managers or business owners seeking to harness the power of their email reporting tools to significantly boost engagement and revenue. By leveraging these tools, businesses can transform their email marketing campaigns into potent brand engagement and revenue-generating initiatives.
As we move further into an era where data dynamics play an essential role in digital marketing, we can expect to see email reporting tools becoming even more refined and personalized. These tools may offer more granular segmentation and personalization features, allowing businesses to target their messages more effectively. The future of email reporting tools may also hold predictive capabilities, enabling businesses to forecast subscriber behaviors and tweak their strategy accordingly.
The Importance of Understanding Your Audience
Jess Grossman, an ecommerce veteran and owner of In Social, a Shopify Expert digital marketing agency, understands the fundamental rules of email marketing engagement down to a T. This understanding goes for both her engagement and recall strategies for businesses. Interestingly, Grossman noticed that people who completed an online order had last engaged with emails between 60-90 days.
This revelation challenges traditional notions of engagement periods, and Grossman surmises that restaurants have much to learn from these insights.
More than Open Rates and Click Rates
When looking at email reporting capabilities, businesses need to understand that it’s not just about tracking open rates and click rates. Modern email reporting offers a more sophisticated and nuanced approach, helping businesses assess the health of their marketing strategy and identify the next steps toward revenue generation.
Advanced reporting tools such as Klaviyo go well beyond measuring open rates and clicks. These platforms aggregate and visualize data from multiple channels, including email, SMS, and your website. They provide benchmarks crucial in understanding how campaigns perform relative to other channels and internal and external benchmarks.
Essentially, the best email marketing tools offer quick and easy ways to diagnose performance issues and improve both operations and revenue through email marketing, without consistently having to crunch the numbers.
Three Reasons for Email Reporting
If you’re facing resistance in adopting a comprehensive email report tool, here are three points to press:
- Email reports identify patterns showing what types of email campaigns are working and which ones aren’t.
- They establish benchmarks for future campaigns, with sophisticated tools providing industry-wide performance insights.
- Segmentation and personalization are made easier by email reporting, allowing businesses to tailor campaigns better for specific audience segments.
The Influence of Attribution in Revenue Generation
Accounting for the attribution window, the time between a marketing interaction and conversion, is essential in assigning credit for a conversion. This credit helps businesses understand which marketing strategies are revenue generators and which need improvement.
Attribution models may not always give a realistic picture of conversions. As an example, automation platforms using a default SMS attribution window of 30 days might not be reasonable. Platforms like Klaviyo use a 5- to 7-day default window for email and an even shorter one for SMS (24 hours), reflective of actual recipient interactions.
Six Key Email Reports
Learning to navigate more complex email reporting can prove a profitable endeavor. Here are six key reports to explore:
- Email marketing campaign reports.
- Audience segment reports.
- Email automation reports.
- Cross-channel benchmark reports.
- Deliverability reports.
- Custom reports.
Selecting an email reporting tool relies heavily on specific business needs and goals. Ensure the tool you choose ultimately serves to deliver the experiences your customers seek and the revenue your business requires.