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Mailchimp Campaign Analytics: Matching Metrics to Your Goals

September 21, 2023 / Mailchimp How-To, Marketing Strategy / By Alex Gallagher

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.

Insights on Smarter Digital Marketing

March 1, 2023 / Marketing Strategy / By Alex Gallagher

If you’re a Mailchimp user, don’t miss the food for thought in their Courier newsletter. A recent article asked: how do you become part of someone’s life rather than something that interrupts it? This question is a major driver behind smarter digital marketing.

For small businesses especially, carving out space in the budget for email marketing can be a challenge. So don’t just market more. Market smarter:

Avoid the Constant Sale: A recent study by Ben Nachlas found that companies in his inbox send more emails each year, with more frequent promotional offers. A big sale can attract attention, but don’t leave your subscribers wondering, “Didn’t they just send me this offer last week?” Sales are less likely to move subscribers if they know the next one is just around the corner.
Be an Ally, Not an Aggravation: Beyond sending promos, successful marketing strategies build a genuine connection with their subscribers. Offer something to make a reader smile, wonder, or better understand your products. Smarter digital marketing focuses on building relationships, not just making sales.
Contain the Churn: Engagement rates can help to understand email performance, but keeping an eye on customer churn is also essential. Pause, zoom out, and see how your business matches up with its customers and compares to competitors. If you don’t understand who your customers are, marketing to them can be a shot in the dark.

If you’re overwhelmed by all the email marketing strategy, start small! Try sharing a survey with your audience to understand their interests.

Pure Firefly also offers various marketing services to help you set up that first educational campaign or target your most loyal customers. An expert training is the perfect way to begin building a smarter digital marketing strategy.