Wondering how to measure your Mailchimp campaign performance? Start with analytics! For every email sent, Mailchimp provides in-depth analytics, including open rates, click rates, revenue, and more. This post will help you leverage campaign analytics in order to match Mailchimp’s Metrics with your goals.
Understanding Mailchimp Campaign Analytics
Mailchimp is a leader in email marketing analytics. As such, their campaign reports equip marketers with plenty of metrics to guide strategic marketing decisions. Here are some of the most valuable metrics Mailchimp provides to analyze your campaigns:
- Open Rate: The % of recipients who opened your email
- Click Rate: The % of recipients who clicked on any link in your email
- Clicks Per Unique Opens: The % of openers who clicked on any link in your email
- Bounces: The number of campaigns that were unable to deliver
- Unsubscribers: The number of recipients who unsubscribed
- Revenue: The total value of purchases made using links in your campaign
Each of the analytics above can reflect successes and failures in your strategy, leading to smarter marketing decisions.
How to Match Metrics to Campaign Objectives
Different campaigns have distinct objectives and thus require different metrics for evaluation. In order to make the best use of Mailchimp’s campaign analytics, begin by setting a clear goal. For example, you may want to boost sales on a particular product or win back subscribers who have become disengaged.
When you start with a goal in mind, it is easier to see what metric will most clearly reflect your success. Then, you can combine this primary metric with other campaign analytics in order to gain a more well-rounded view of your email’s performance.
Examples of Goal Alignment with Mailchimp Analytics
Wondering where to start with Mailchimp’s analytics? Here are some common campaign types, the goals they tend to target, and the metrics that will be most useful for measuring their success.
- Welcome Email: Most welcome emails are intended to build a strong relationship with subscribers, and may direct recipients to an organization’s website. Focus on open rates, click rates, and unsubscribes.
- Black Friday Promo: This promotion is aimed at boosting sales, so you can measure success with revenue.
- Event Promotions: When your goal is gathering registrations for an event, connecting Mailchimp to your event platform is key. Not sure how to set it up? Consider working with an email marketing agency like Pure Firefly to develop an API integration.
- Blog Update/General Newsletters: Many educational emails are intended to drive traffic to a particular website or article. On the Mailchimp side, that means tracking clicks is the way to go!
Maximize Your Metrics with Pure Firefly
Reaching your marketing goals is made even easier when you have a trusted partner in email marketing. Pure Firefly offers 1-on-1 training sessions on the nuances of Mailchimp strategy, template design, and campaign analytics. Or, contact us to kick off ongoing marketing work including account set-up, Mailchimp audits, template creation, and more.
