If you don't know where to look for them to start with in your own account, you're flying blind. So I thought what I'd do is I'd jump in and I'd, a bit of an overview of accounts when we do an audit on them. There's a lot that we do in the audits, but fundamentally, these are the places that we will start to look. Make sure things are set up correctly. Hello, YouTube land. Here we are again with Dan Nickis and we are going to be talking today about email metrics and what you should be looking at. If you have, an email system, whether it's Clavio, whether it's any other platform like MailChimp, GetResponse, Aweber, any one of those. How do you know if those that your email campaigns or your email marketing is working? So Dan's going to drill into what you should be taking notice of if you're using email marketing. think Dan, you were saying this is part of the audit that you do as well. Is that right? probably the discussion that we were having is It's all good and well for me to say, you need this percentage open rate, or we look for this percentage click through rate, or we look for this percentage unsubscribed rate, if you don't know where to look for them to start with in your own account, you're flying blind. And then when you do look at it, how do you know whether it's good, bad, average, or how can you improve it? if you don't know your metrics, then you don't know what you should be working on. You could be working on the wrong things. You could be doing something really well and think you're doing it poorly and change it. Or you could be doing something really poorly and think you're doing well at it and make no change to it. So I thought what I'd do is I'd jump in and I'd a bit of an overview of accounts when we do an audit on them. There's a lot that we do in the audits, but fundamentally, these are the places that we will start to look, just make sure things are set up correctly to start with, to be able to measure these metrics. And then overall, what we're looking at to make sure the connections are right, what the open rates are, the click rates, where they're possibly got, they're leaking revenue, where they possibly could be making more, what's doing really well for them. and, these things are very generic across. All niches within e commerce. It's not a case of well, this should only work for if you're in the beauty niche or this should only work if you're in apparel. We have such a broad range of clients, through the agency that, we know that these systems work with all of them, which is why, we're so passionate about it we've got such a detailed system because it works. It works in every niche. With an e commerce. So these are the things that we look for. This is what we, dive into. And this is the stuff we'll come back and report to people once we do an audit. But, for the people out there this, jump into your own accounts. I'm going to take you through Klaviyo because that's what we use and recommend. If you're on MailChimp, Aweber, Constant Contact, Campaign Monitor, GetResponse, whatever it is, they're going to have it somewhere in there. Jump in and have a look and you'll get an idea about where you are or where you should be. And with the limited understanding that I have with your system, this is something that you Constantly monitor. And if there is a dip in performance in whatever metric that you're looking at, you're always trying to improve that metric, whether it's a click through rate, you're modifying, email, titles, descriptions, anything that's coming out. if you're seeing a drop in that metric, you'll go, we need to improve that somehow. Yeah. Yeah. So this is something that when we did the audits, we do an audit before working with the client, but this is done daily as well. When we're in a client account. Yeah. it's not like you get client and you set everything up and you walk away. This is something that you are monitoring all the time. We have to, and whilst our flows are automated they are an automated system that based on user behavior, people will receive different emails. They still need to be constantly tweaked, changed, updated, even if it's the most perfect system and it's performing amazingly, at some stage, that whole system needs an overhaul because you can't keep sending out the same stuff month on month, year on year. Forever in a day, people are going to start seeing the same content. They become disengaged with it. We need to update things. but yeah, it can be everything from a subject line to preview text to the content of the email to where the call to actions are contained in the emails. It can even be split testing. within flows, it's split testing campaigns, it's changing what audience that we send it to, what parameters people need to, make for us to put them into particular segments that we send these emails out to, and this is not just a set and forget process. Like this is constantly being worked on all the time in the back end. without further ado, take it away. probably the hook that we bring people in Is. How much? What is the percentage off revenue that you're generating as an overall of your gross for your e commerce store? What percentage you generating per month? Now, most people don't know, and they're surprised. And we say, recommend that you should be at around 30%. On average, all of our clients, if we collectively put them all together, we've run the numbers. It's about 30 percent off the revenue. That you generate gross it gets attributed to, and email marketing efforts that we put in some sit at 20 others like this client sit at nearly 44. So it's an average. Now, there's some factors that go into that, it's going to depend on the industry, whether it's a one purchase only product, whether they've got repeat purchases, things like even how they generated their lists before we became involved, some people have bought lists, some people have got lists by running, giveaways the wrong way. so it all depends on how we've got people into that list as to how engaged they are and what chance we have of converting them. So fundamentally that when we come in, the first thing we do is we come to the home and we look here and the first thing I want to look at is what is your percentage of total revenue? Now, the attribution with Klaviyo, the way that it picks it up, so you're going to have, duplicate attribution, it's going to happen, but if we compare apples to apples, we go month on month with Klaviyo, we go rightio, this is what it was last month in Klaviyo, this is what it is this month, it works on people that have opened and clicked the emails, so that's what the attribution is, they've had to have a touch point during that buying journey with email. we look at this and we go, okay, the attributed revenue for this client who has a pretty healthy top line is sits at 44%, nearly 44%, 43. 89. That's above what we need to, or what we see as an average. It's really healthy. So we look at that and we go, excellent. We're on the right track. The next thing we look at is RIDEO. Where is the majority of their revenue coming from? So Clavius split it up into campaigns. And we can see here 71 percent of the revenue from the emails that's attributed to Clavio is coming from campaigns and 28 percent is coming from flows. So that's the top line where we look at. There's no right or wrong balance here. This will come down to, the type of product, the industry, how often a company sends, or a brand sends campaigns. This brand sends about four days, four times a week. Campaigns are very heavy. They have a lot of new products coming out. they get a lot through their campaigns. Their flows, not to be staged, are still generating nearly 150 grand for them in the back end. but they're not as, profitable because we send out quite a lot of campaigns. Now, in saying that, that's not to say that the flows are more, a larger percentage. Of the revenue isn't because of the flows. This is another way that we need to look at the attribution with Flavio is it works on last click last touch point. So if we've got a brand that's sending, 456 emails a week by campaigns, the last touch point. More often than not is going to be from a campaign, but that's not to say that the flow didn't play a vital role in that as well in getting them across the line to either build trust, show them reviews, show them some user generated content, went through the quality of the product, told them about the brand backstories, some behind the scenes style, content. All it means, though, is the last thing they touched was a campaign. So the high volume of campaigns, we do see more people coming through it with that attribute. when we come down on the home screen, our top performing flows, you can see that we've got quite a lot of flows set up in here. When we start the build outs, we start out with six to seven flows. Core flows, we call, and that's on the sheet that should be attached as a link down below here, which talks about the different flows that we do set up as part of the build out. But that's not all there is, it does extend beyond that. That's just what happens at the beginning. And they do, they are your core fundamental flows and every brand has at least 6 more often than I'll have the 7 again, it just depends on The niche that they're in or the product that they sell, but you do continue to build on that and build on that and build on that. And you have this really sophisticated, network of automations and flow sitting in the back end. And what you can see here is you can see how many deliveries it had. We've got four different ones in here that we've got A B split tests running on the status of them, whether they're email or SMS, client doesn't lean on SMS at all. That's just a brand choice but a lot of clients you'll see they'll have their SMS flow sitting up in here as well. How many deliveries? How many products have ordered? amount of dollars per recipient that we send out to and then a percentage change. This is a 30 day period that we're looking at. So we've had some ups and downs in here in terms of the flow revenue. The campaign revenues performed exceptionally well, and we can see our most recent campaigns here. This goes back to the 27th of March. We got some campaigns that have run at smaller levels, some that have run at much bigger levels, 60, 000 from this campaign, 268, 000 from this campaign here. So there's a lot that can be done with the campaigns. Like I said, though, this is the last touch point. It is a flow that potentially has also contributed to this process. So how do we know when we're looking at it and we look here at the open rates and the click rates? How do we know if these are healthy or not? Klaviyo has some really good data on the back end. And I'm going to show you how to set it up properly so that, or how we check to see if it's set up properly make sure that it's comparing your industry to a similar industry, your brand to a similar brand that's out there. the good thing with Klaviyo is in the US, there's 150 odd thousand. stores built on Shopify, of that 80 percent of them have Klaviyo connected. So we're talking about a really large section of them there that are connected to Klaviyo. And that's why we use and recommend it because it is the industry leader when it comes to e commerce and e mail marketing. But how do we know whether a, let's say here, a 36 percent point, 36. 83 percent open rate and a 2. 76 percent click rate is good? Do you know, and I couldn't tell you in this industry if that's good, bad and different. I've got an idea because I live in this space every day and I know where it should be and I know definitely a 60, nearly 62 percent open rate and a 15 percent click rate that generates 60, I take that every day of the week. But, how do you know, as a brand owner, whether your brand is performing in line with similar brands? The thing is, to start with, is that you need to set it up in the backend. So you need to tell Clavio what industry you're in, what's your niche, so it can compare you to other similar based brands. So when you come in here into, settings, Down the bottom here, and when you come into settings, the first thing you click on is Account, Organization, and just come down to the bottom, there's an Industry Information section. that is the best place to start. Okay, so this one's an e commerce in sporting goods. There is a lot in there. Try and be as specific as you can, because what it's going to do is it's going to compare you to other people in that industry that are similar to you. So that way you know whether you're performing where you need to be performing. Okay. we can have a look at all the other settings in here. But fundamentally, what I wanted to show you in here was the industry information. This is where we're picking up whether, where are you telling Klaviyo your industries, what your brand does. When we have a look here, we can come across into deliverability and this is now going to tell us based on our previous, 30 days. What we're doing well, what We're not doing that well. And this gives you a rating out of a hundred. And this is telling us that our score is good. It's telling us what we're doing well, and this is where it's important that we have the information in there telling Klaviyo what industry we're in. It's telling us our open rate with our account is 42.4%. The recommended. So this is the guidance for healthy deliverability. So this is in the eyes of Gmail, Yahoo, Hotmail, all of those inbox providers. This is the metrics they're looking at to decide whether you're spam, whether it's a promotion, whether you're, going to be banned, whether you're just going to bounce straight out of people's email accounts because of these metrics. So this was a lot of domain reputation, which is why we tend to warm accounts up or domains up when we start instead of just, you never just send out to everyone, but it's because of these reasons. So on average, this account has an open rate of 42. 4, which is great. So nearly half the people that receive the email open it. Now that needs to be greater than 33%. These metrics here are the industry standards. So these are what people in your industry on average are achieving. We know here open rates good. They give us a tick. They say excellent. That's lovely. That's nice. The click rate we have is 3%. Needs to be greater than 1. 2%. Now, just a caveat with click rate. That's not click through rate. So what a click rate is how many people that were in total sent the email, clicked on it, not how many people opened it and then clicked on it. So click through rate is of the 42 percent who clicked on it. Click rate is, say we sent this to 1, 000. Well, 3 percent of that 1, 000 clicked on it, not 3 percent of the openers. So that's where people tend to get a little bit confused, because they look at that and they go, Mistaking it for a click through rate. It's actually a lot higher. This account sits at about 8 percent click through rate. Which is, again, fantastic. But that is of the people, of the 42 percent that opened it, who then went on to click it. Bounce rate, we need to be less than 1%. This is telling us it's good because we're at 0. 75. We're sitting in the fair here with an unsubscribed run, a spam complaint rate. We're right on the border with spam complaint rate, right on the average of 0. 01. Still very low. This account sends out about 2 million emails every 30 days. So not that concerned that we have 0. 01%. Do we always try and maintain a low spam rate? Absolutely. But when we're sitting at the industry standard and we're sending 2 million emails a month. We're comfortable with that because in the eyes of the email service providers, this is a high volume sender. They've got a dedicated sending domain. Their reputation is good. The authority is good. In fact, they sit right on the average of spam complaint rates. Unsubscribed rates were 0. 01 percent higher than the average, which is why we still get a fair. So that's. All good as well. If we're looking down here, we can see what our bounce rates, we can see our recent performance campaign. So it's our last 5 campaigns that we sent out, and we can see recent flow performance. And this is where we get all these data from. Another good place to look. Is you come across to your benchmarks over here. Now, it only goes back the last month. So we're sitting now in April. It won't let us go any further back. It'll give you last month or a custom range, but with that custom range, it won't let you go into April. So it's going to, it's always doing a look back on the data for 30 days. It's telling us what we're doing well in this account. So in this account, we've got an excellent revenue. And it sits at 3. Now, is 3 what you should be aiming for? Probably not. This client is in a space where it's high average order values. and they send out a very high volume. They turn over millions of dollars a year. That might not be the equivalent for you. You could be in the cents range. it could be like 10 cents per recipient, that's why you need to tell the system what industry you're in. The average order value. Good. It sure is. It's at 974. Should you be at 974? I don't know. I need to look into your account. you will know what your average order value is and whether you're doing a good job with that. revenue per recipient that comes out of that flow average cart size. average order count. So this is what we're doing well. And then it also tells us what we're not doing so well. So on the thank you flows, we have a pretty high unsubscribed rate. So we need to go in and have a look at that. the conversion rate on the abandoned car flies is low. you can't just only go, I'll just look at these ones. We're doing great. We can come in here and we can go right here. what can we do better? The obvious thing is here we've got a spam rate and a, unsubscribe rate that's not great sitting in the thank you flows that we have. let's go in and change that. We might have to change the frequency of what we're sending out. We might have to change the volume of what we're sending out in there because ultimately these are impacting on the overall metrics. The email service providers, inbox service providers, they don't look at individual metrics like this. They're looking at you collectively as a sender. You need to, these are impacting on that. We need to adjust it. And that could be how we get that rate down here of 0. 31% unsubscribe rate or the 0. 01 percent spam rate, they could be two areas that we can drill down into and we can actually, fix, which could then have an impact overall on the overall sin rate, the overall unsubscribe or spam rate. these are the places that we need to look. And I just thought that it was really relevant just to highlight And it comes from, sometimes you see gurus online and they're like, you should have an open rate of 50 percent and a click through rate of 5%. And I'm like, that's fantastic. And that might be true for certain. It's just certain brands, but that's not, there's no, to think that we can just have standard, an online standard of what your emails should be open and clicked on around the world for the billions of emails that are sent every day, then, it's foolish, but so what you need to do is look at your brand, have it compared to other people in your industry. And see where you can make improvements because that's what you can control. And to have someone, to have a throwaway line, you should have this particular open right? what are they talking about? Are they talking about flows? Are they talking about campaigns? Are they talking about a segment of 100 people that I know will definitely all open it because I'm telling them that they're going to win a prize? there's so many variables in that it just frustrates me. we are dealing with real people on the other end of devices, whether it's on their phones or if it's on their, their human sitting at the other end and you can't keep everyone happy all of the time. So there's always going to, we've got so many different personalities in the world. We've got so many different cultural differences. Whatever their reason is, there's always things that we can do to improve. Awesome. Just small part the numbers and the metrics you look at, especially when you're trying to improve the campaigns. 100%. and that's what I say to people as you can tell by the amount of talk, but the data doesn't lie. a client comes to us and says, I only want to send one email a fortnight, only send one email a fortnight. myself and my team will do whatever you ask us to do. However, can you let us try doing something different and we'll look at the data and then we'll come back to you with the data. It's not opinion. It's not what Dan thinks you should be doing. It's not what you think you should be doing. It's the data. And what is the data representation of? It's a representation of your entire user base. It's giving you signals to say whether they like or don't like something, whether they want to be have emails delivered to them at this frequency, the data is going to tell you that it's going to tell you if they're marking you as spam, it's going to tell you if they're unsubscribing, it's going to tell you if they love it and they're opening and they're clicking on it and they're buying. We can't treat the users. The same way that you want to be treated yourself 100 percent of the time, because we've got some databases that have hundreds and hundreds of thousands of people on it, and we've got so many different personalities in there. Yes, we all share some similar interests. That's why we're on this particular database. But to think that Glenn, because you want to receive 2 emails a week only, that is now the rule that applies to the other 300, 000 people in the database is a little bit silly. The better way is. We will do your way, but can we try this other way? If you say no, cool, we'll do whatever you want, but we'll recommend or not recommend certain things at the same time. And we let the data tell us what's going on. Very insightful, Dan. Thank you. Thanks again for your time. Appreciate it. for anyone who's interested in finding out more about the Clavio Facebook, Google Ads, U Butte Flash system that we call it. make sure you reach out to us. We can do an audit. Dan does audits all the time. on Clavio and Facebook and, until next time, thank you for watching.