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In the last place she learned how to create an email campaign.
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And in this lecture we're going to complete the very important step to actually analyze the results
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of the campaign because this is the key opportunity for you to analyze the data learn from your successes
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or failures so that you can really get better as you go forward.
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So there's two places that we're going to look at the data one here is in MailChimp and you can see
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already we can see the percentage number of opens and clicks.
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There's also been a report here we're going to look at.
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And then also in Google Analytics if you come down to acquisition campaigns all campaigns you can see
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in the information free email campaign that we sent out.
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And remember that this is coming through because we have added Google Analytics to our MailChimp pecans
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So that was why it was important to do that.
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So we can really see the number of people that came to the Web site from that email campaign and also
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the number of people who eventually signed up.
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But let's go back and start with MailChimp.
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So with a high level here in the campaign we can see the percentage opens in clicks but we can click
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through to the report to see a lot more detail.
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Now if you have a professional or pro MailChimp account you can set up a kind of revenue goals etc.
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and really see revenue driven.
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But I haven't done that so and we'll just be looking really at the information here.
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So you can get a sense of how good your open rate is but by using these benchmarks here.
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So it says the industry average for education and training which is the market I'm in is at thirteen
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point eight percent open race.
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So I'm well above that's obviously a much smaller list but I think that's not too bad.
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So I think the key thing that gets people to open emails is the subject line.
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So at least now I have a benchmark going forward that I can get a sense of you know are my subject lines
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getting better or more open them.
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Or are people starting to trust me more and like me more.
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Or is that something I need to work on.
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Now we've got the click rate then so that was actually the call to action five point six percent versus
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1.5 percent for an industry average.
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So that's probably a little lower than I would have liked.
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And so that's what I can really think about.
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Now how can I make it more exciting for them to actually click on that button.
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Can I make it something you know like they have to click.
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Now if they want to take advantage of whatever the offer might be but thinking about haggling to get
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more people to click because that's ultimately what I want people to do.
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So it's good to see the numbers have a baseline there.
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Now looking across I can see that there was one on subscribe.
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So one person when they got the email decided to unsubscribe from the list starts.
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Only one person out of 71.
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That's not bad at all.
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Happy enough with that.
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Now if you want further explanation on all of these metrics you can see that there's a little icon here
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that you can click around and it'll help explain those more for you.
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You also can see a 24 hour performance.
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It's not quite being 24 hours.
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It's been about 12 hours since I sent the e-mail so I would expect these numbers to Bombo palatal a
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bit over the next few days because not everybody opens the e-mail.
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You know the minute it goes that they come back to it later.
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But interesting to see not about an hour after I sent the e-mail.
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There was a spike so maybe next time I will push my e-mail campaigns to be in one hour later and props
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and that is a better time where I would get more options.
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So there's some great information here in this report alone that can help you improve your next e-mail
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campaign.
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For the subject lines getting people to click that call to action the the time that you send it out
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etc..
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And so as you do more and more campaigns you want to keep going back to this learning from the data
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now as well as the analytics here in MailChimp you might want to come into your Google Analytics account
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under our acquisition campaigns all campaigns and you will see the results here for the actual email
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campaign so you can see that there was five new users came to the site as a result of the mail campaign
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spending an average time of three minutes and 43 seconds on the site which is pretty long.
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And then actually two people end up signing up for the e-mail list.
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So that was the main thing that wanted people to see you can see that all the way from that number all
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the way back to the full list of the email subscribers is a pretty small percentage.
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But essentially that is kind of the baseline we're working with right now.
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And remember that there are a lot of steps in the process to get people to that point.
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And if you can tweak all of those steps in the process and then are going to get better results as well
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as email being the source of traffic we can use email and the figures we've got here now as a baseline
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to compare our other sources of traffic whether it be social media you know wherever at least we have
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a great baseline to compare them with.
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And so that is really really useful to have.
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So that really wraps up this whole section on email marketing.
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This is a very important piece of is understanding and analyzing the metrics and that is how you're
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going to learn if you're not quite happy with the results that you got.
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Don't view that as a failure view that really as an opportunity to learn.
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