E-Mail Forensics
You're asking more and more for projects that are vaguely similar to what I would call "E-Mail Forensics".
- Tell me how e-mail buyers perform.
- Tell me how e-mail clickers perform. Do they become buyers?
- Tell me how e-mail inactives perform? Should I prune them?
- What merchandise divisions do my e-mail customer file purchase from?
- What merchandise divisions do my e-mail customer file view online?
- Does my e-mail list purchase offline? Do e-mails influence offline behavior?
- What is the lifetime value of an e-mail address?
- Are there hidden "personas" in my e-mail file? Can you identify them?
- Can you simulate the impact of zero, one, two, three e-mail campaigns per week?
- Are the vendors right? Should I do the additional work to create personalized, targeted e-mail campaigns?
- Does the merchandise offered in an e-mail marketing campaign end up being the merchandise that is purchased online by e-mail subscribers?
- Does e-mail marketing drive incremental sales, or are all of the sales cannibalized from other sources?
- What is the average life of an e-mail address? What happens to long-term value when an e-mail subscriber unsubscribes?
- How does e-mail marketing interact with catalog marketing?
- How does e-mail marketing interact with paid search?
- If e-mail marketing causes paid search to happen, should I be conducting a fully integrated profit and loss statement? How do I do that?
- How can I accurately forecast the incremental sales of each e-mail marketing campaign?
- How should I merchandise each e-mail marketing campaign to maximize sales?
- Is it important to collect e-mail marketing addresses in stores?
- What is the five year sales trajectory of my e-mail customer file?
- If an individual customer has three e-mail addresses, which e-mail address should I market to?
- If an e-mail marketing message causes a customer to visit the website and not purchase, have I improved the net present value of my customer file?
- How does a "square inch" analysis translate to e-mail marketing?
- Can you segment my e-mail file into actionable customer cohorts?
- Are various e-mail suffixes (@gmail.com) more valuable than others?
What am I missing? What would you like to see in an e-mail forensics project? Ready to work on a project? Send me an e-mail with your needs!
Labels: E-Mail Forensics
posted by Kevin @ 8:00 AM
5 Comments:
ok i am adding one i got recently: what's the best drop date (sat/sun/mon/... or after/before a catalog) for an emailing? does it even matter?
For many folks, the dates don't have to interact with before/after a catalog.
Businesses that don't have a retail presence get good results on Mon/Tue ... those with a retail presence get a good result on Thr/Fri (driving customers into the store on the weekend).
A customized subject line also has a great impact and ensure that your email is actually opened.
Valencio
http://www.ePostMailer.com
Great list. Here are a few items I've thought about:
Acquisition: Am I cost effectively acquiring new opt-ins? Have I effectively optimized this process? Am I testing new channels?
Engagement: Are you properly welcoming you new registrant by reinforcing key differentiators, offering special promtions, etc.? Are you including devices to solicit consumer feedback and opinion (e.g., rate this article/product)?
Productivity: Are you automating or triggering emails known drive ROI (e.g., welcome emails, abandoned shopping carts, other lifecycle events)?
Demographics: How impact does age or gender have on email performance?
Value: What is the average dollar value of an email address in my database (overall and by key segments)?
Hope this help.
Sure, those are good ideas!!
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