Week 4: Collect and Analyze Email Campaign Data
Collect and Analyze Email Campaign Data INTRODUCTION
With the Google Digital Marketing & E-commerce Professional Certificate Program on Coursera, you will be taught how to collect and analyze data from your email campaigns.
It comprises knowing the major metrics of email marketing such as open rate, click-through rate, unsubscribe rate, complaint rate, conversion rate, bounce rate, etc.
Gain knowledge on measuring, tracking, and analyzing these metrics to obtain key insights into how customers behave. Later, after collecting and analyzing your campaign data, you will be able to present it effectively to stakeholders with the creation of an email marketing campaign report. This report will consist of detailed analysis insights as well as recommendations for next steps based on the results of your campaign.
Learning Objectives
- Identify mail marketing’s common metrics.
- Measure and analyze an email campaign’s results.
- Prepare an email marketing report to present findings to beneficiaries.
TEST YOUR KNOWLEDGE: TYPES OF METRICS
1. Which of the following are concepts related to marketing campaign results? Select all that apply.
- Key performance indicators (KPIs) (Correct)
- Data (Correct)
- Metrics (Correct)
- Demographics
Correct: As quantifiable measures, metrics present the setting of raw data, allowing for the tracking and assessment of objectives by businesses. The measure brings the rudimentary information into an actionable competitive insight. Use for marketing-related terminologies are data and key performance indicators (KPIs).
Data means just numbers or raw facts or information, normally undefined. Metrics are data plus context. KPIs, on the other hand, apply to significant metrics-they are, to be more precise, the narrow set of selected KPIs that relate best how well a business is performing at its intended targets. KPIs for email marketing, for instance, would be the metrics deemed critical to measure the success of the campaign. These three elements, data, metrics, and KPIs themselves, will sum up the basic tools for assessing marketing campaign performance.
2. Which of the following are metrics professionals commonly use in email marketing? Select all that apply.
- Click-to-open rate (Correct)
- Open rate (Correct)
- Close rate
- Unsubscribe rate (Correct)
Correct: Open rates, in that case, represent the percentage of people who do open their email. These open rates serve as good indicators of subscriber engagement in live email campaigns. The other core metrics in email marketing include click-to-open rate and unsubscribe rate. The unsubscribe rate measures the percentage of recipients who unsubscribe from your email list upon opening their emails. It indicates whether or not your content is entirely relevant to your audience. Open rates, click-to-open rates, and unsubscribe rates paint a complete picture of your email marketing efforts and their efficacy.
3. Which of the following are metrics an organization may use to determine if an email campaign is successful? Select all that apply.
- Conversion rate (Correct)
- Email sign-up rate
- Email bounce rate (Correct)
- Complaint rate (Correct)
Correct: Rate of complaints specifies the percentage of complaints that mailbox providers received from recipients after receiving your email. The norm of any industry for this is from 0.01% generally. Other important metrics include the conversion rate and email bounce rate. The conversion rate is the percentage of recipients who receive the email and click on a link found in the email to fulfill that action-the desired action-to buy something. So, this would be a higher conversion of people buying or giving you what you want without spending more. The email bounce rate is also a crucial metric to keep an eye on. Sign-up rate measures overall success, but they really fail to track independent email campaigns. Conversion rate, email bounce rate, and complaint rate constitute metrics on which successful email campaigns measure success.
4. Which of the following are three additional metrics an organization may use to determine if an email campaign was successful? Select three.
- Forward rate (Correct)
- List growth rate (Correct)
- Impressions
- Return on investment (ROI) (Correct)
Correct: The list growth rate indicates how fast the email list is adding new subscribers. This metric is important because the higher the list growth rate, the possible enhancement in sales volume. Other important metrics include return on investment (ROI) and forward rate. The ROI is basically the earner to spend ratio, which explains the efficiency of the email marketing. Furthermore, the forward rate is an increasing amount of the recipients who share your email with other people, outlining reach and engagement with the campaigns.
5. What is a collection of facts or information?
- Metrics
- Statistics
- Data (Correct)
- Key performance indicators (KPIs)
Correct: It can be from analyzing the data to make decisions for plans. For instance, the number of people visiting your website or how many sales you achieve after launching an email promotion can be sources of data.
6. What is the open rate calculation?
- Number of people who open the email / number of people who received the email (Correct)
- Number of people who received the email / number of people who open the email
- Number of unique opens / total clicks
- Total clicks / number of unique opens
Correct: In essence, that is what opens rates are about: demonstrating the level of engagement your subscribers have with your content.
7. What metric is the percentage of email recipients who clicked on a link in your email and took a desired action?
- Email bounce rate
- Open rate
- Conversion rate (Correct)
- Unsubscribe rate
Correct: Conversion rate shows you whether or not the desired action has been performed by your audience.
8. What is the ratio of money made and money spent?
- List growth rate
- Key performance indicators (KPIs)
- Conversion rate
- Return on investment (ROI) (Correct)
Correct: For the calculation of ROI, one will divide the total earnings by the total amount used, multiply the result by 100.
TEST YOUR KNOWLEDGE: PRESENT TO STAKEHOLDERS
1. What main metric should you put in an email marketing report?
- Key performance indicators (KPIs) (Correct)
- Open rate
- Unsubscribe rate
- Forward rate
Correct: Key performance indicators (KPIs) form the major metrics through which the success of a project is measured.
2. Which of the following best describes what it means to be concise when presenting to stakeholders?
- Present the entire campaign story by providing all the data.
- Go over the scheduled meeting time to show you worked hard on the report.
- Only include details necessary to tell your campaign story. (Correct)
- Use technical language and jargon to indicate that you are an expert.
Correct: Make your report simple and easy to read without cryptic jargon or terminology that a layman cannot understand, even if he or she were to hear of some of the terms in email marketing metrics.
3. Using software such as Google Slides, Microsoft PowerPoint, or Canva can help your presentation do what?
- Stay under budget
- Shorten the delivery time
- Be relatable and empathetic
- Be visually interesting and engaging (Correct)
Correct: Employing visuals such as images, diagrams and charts aids in rounding up the presentation for the benefit of the stakeholders. It also makes engaging the audience imperative-it’s not only because they are at stake but also captivated into entertainment.
4. Which of the following are tips for giving presentations? Select all that apply.
- Allow for pauses. (Correct)
- Know your audience. (Correct)
- Tell a story. (Correct)
- Avoid eye contact.
- Speak clearly and slowly. (Correct)
If you’re nervous about speaking to someone, even then, your speech must be fast. The audience includes people who do not want to understand whatever you are saying, and so you will need to pace your speech and slow it down. Other important tips include yet giving pauses, storytelling, and understanding your audience.
Pauses convey confidence and help establish the rhythm of a presentation. Questions that address the audience and changes to a new section are some examples where pauses can be perfectly placed. Other helpful things to consider include speaking clearly, at a steady slow pace, incorporating pauses, storytelling, as well as knowing your audience.
Your presentation should be marked appropriately in manner and content according to the audience in question. For instance, while describing an internal group of colleagues, the style will be much different from that used in front of external clients. Other things to consider are speaking clearly and slowly, allowing for pauses, and storytelling.
Use quotes, pictures, or even brief video snippets to take real-time stories from actual customers and integrate them into your presentation. These live stories often hit harder than pure research insights since they put the emotions, problems, and what customers love about your product out there on display for everyone to see. Others include clear, slow speaking, use of pauses, storytelling, and an understanding of the audience.
5. Fill in the blank: An email marketing report is essentially a collection of your _____ that you present to your team and stakeholders.
- email messages
- key performance indicators (KPIs) (Correct)
- future email content ideas
- return on investments (ROIs)
Correct: An email marketing report should include all the metrics used to measure the success of the actual campaign in a clear, concise, and attractive visual layout.
THINK OUTSIDE THE INBOX: EMAIL MARKETING WEEKLY CHALLENGE 4
1. What is the relationship between metrics and data?
- Metrics are data without context.
- Metrics and data are the same concept.
- Data are metrics with context.
- Metrics are data with context. (Correct)
2. Which of the following is true of key performance indicators (KPIs)?
- Metrics are KPIs, but not all KPIs are metrics.
- KPIs are data, but not all data is KPIs.
- KPIs are metrics, but not all metrics are KPIs. (Correct)
- Data is KPIs, but not all KPIs are data.
3. What metric is calculated by dividing the number of people who opened the email by the number who received the email?
- Click-to-open rate
- Unsubscribe rate
- Open rate (Correct)
- Conversion rate
4. As an email marketer, you recently sent an email to 16,478 people. The email received 1,621 total clicks, 5,532 opens, and 5,189 unique opens. How would you calculate the click-to-open rate?
- 5,532 / 1,621
- 1,621 / 16,478
- 1,621 / 5,189 (Correct)
- 1,621 / 5,532
5. As a digital marketer, you are calculating the percentage of emails that did not get delivered to the recipient’s inbox. What metric are you calculating?
- Email spam rate
- Email denied rate
- Email bounce rate (Correct)
- Email complaint rate
6. As a digital marketer, you are determining the purchase conversion rate for an email send. You sent the email to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the ad link. 2,291 made a purchase. What is the conversion rate calculation for the email send?
- 9,772 / 2,291
- 28,045 / 2,291
- 2,291 / 9,772 (Correct)
- 9,772 / 28,045
7. As a digital marketer, you are trying to calculate the return on investment (ROI) on an email send. The total revenue was $44,955 USD. The total cost was $1,810 USD. What is the calculation for ROI?
- ($1,810 x 100) / $44,955
- ($44,955 / $1,810) x 100 (Correct)
- ($44,955 x $1,810) / 100
- ($867 / $1,810) x 100
8. As a digital marketer, you are calculating your email list growth rate for the past month. The list gained 1,729 new subscribers. It had 245 unsubscribes. The list total is 76,921 subscribers. How do you calculate the list growth rate for the past month?
- [(1,729 – 245) / 76,921] x 100 (Correct)
- [(76,921 – 245) / 1,729] x 100
- [(245 – 1,729) / 76,921] x 100
- [(76,921 – 1,729) / 245] x 100
9. Which of the following are recommendations for the email marketing report? Select all that apply.
- Exclude mentioning areas for improvement to keep the presentation positive.
- Increase engagement by telling a story related to campaign metrics. (Correct)
- Include a collection of raw data that represent the campaign’s progress.
- Avoid jargon and technical language to be more concise. (Correct
10. Which of the following are recommendations for the email marketing report? Select all that apply.
- Include jargon and technical language to display expertise.
- Include a collection of raw data that represent the campaign’s progress.
- Make the presentation more visual by using software such as Google Slides, Microsoft PowerPoint, or Canva. (Correct)
- Use case studies or demos to make the report more engaging. (Correct)
11. When giving a presentation on email marketing metrics, you create a formal and structured presentation for your external client. The external client is not familiar with the metrics, so you include few abbreviations and avoid jargon. Which tip for presenting does this represent?
- Be concise.
- Allow for pauses.
- Know your audience. (Correct)
- Speak clearly and slowly.
7. What are examples of tools used for documentation? Select two answers.
- Playbooks
- Cameras (CORRECT)
- Final reports
- Audio recorders (CORRECT)
12. Which question should you ask to determine which metrics should be KPIs?
- Which metrics cost the least to track?
- Which metrics are trending in our industry?
- Which metrics should we prioritize for success? (Correct)
- Which metrics cost the most to track?
13. Which metric do you use for the following calculation: number of people who open the email / number of people who received the email?
- Click-to-open rate
- Unsubscribe rate
- Open rate (Correct)
- Forward rate
14. What is the calculation for the click-to-open rate?
- Number of total opens / total clicks
- Total clicks / number of unique opens (Correct)
- Total clicks / number of unique clicks
- Number of unique opens / total clicks
15. What is the term for the percentage of emails sent that could not be delivered to the recipient’s inbox?
- Email complaint rate
- Email spam rate
- Email bounce rate (Correct)
- Email denied rate
16. As a digital marketer, you are determining the purchase conversion rate for an email send. You sent the email to 32,967 recipients. 9,745 opened the email. 2,411 clicked on the ad link. 403 made a purchase. What is the conversion rate calculation for the email send?
- 2,411 / 403
- 403 / 2,411 (Correct)
- 403 / 9,745
- 32,967 / 403
17. What is the calculation for return on investment (ROI)?
- (total spent / total revenue) x 100
- (total spent x 100) / (total revenue)
- (total revenue / total spent) x 100 (Correct)
- (total revenue x total spent) / 100
18. What is the calculation for the list growth rate metric?
- [(unsubscribes – new subscribers) / total number of email addresses] x 100
- [(total number of email addresses – unsubscribes) / new subscribers] x 100
- [(new subscribers – unsubscribes) / total number of email addresses] x 100 (Correct)
- [(total number of email addresses – new subscribers) / unsubscribes] x 100
19. Which of the following are recommendations for the email marketing report? Select all that apply.
- Make the presentation more visual with graphs and charts. (Correct)
- Exclude mentioning areas for improvement to keep the presentation positive.
- Include jargon and technical language to display expertise.
- Include a collection of KPIs that represent the campaign’s progress. (Correct)
20. When giving a presentation on email marketing metrics, you include firsthand quotes from actual users. You also highlight positive emotional experiences resulting from your email campaign. Which tip for presenting does this represent?
- Allow for pauses.
- Be concise.
- Speak clearly and slowly.
- Tell a story. (Correct)
21. Fill in the blank: _____ are quantifiable measurements used to track and assess a business objective.
- Metrics (Correct)
- Data
- Rates
- Standards
22. What is the calculation for a conversion rate on an email send?
- Number of people opened the email / total ad interactions
- Number of conversions / total ad interactions (Correct)
- Total ad interactions / number of conversions
- Number of conversions / number of people who opened the email
23. As a digital marketer, you are calculating the return on investment (ROI) on an email send. The total revenue was $21,648 USD. The total cost was $867 USD. What is the calculation for ROI?
- ($867 / $21,648) x 100
- ($21,648 x $867) / 100
- ($21,648 / $867) x 100 (Correct)
- ($867 x 100) / $21,648
24. As a digital marketer you are calculating your email list growth rate for the past month. The list gained 1,398 new subscribers. It had 177 unsubscribes. The list total is 29,495 subscribers. How do you calculate the list growth rate for the past month?
- [(177 – 1,398) / 29,495] x 100
- [(1,398 – 177) / 29,495] x 100 (Correct)
- [(29,495 – 1,398) / 177] x 100
- [(29,495 – 177) / 1,398] x 100
25. As an email marketer, you are determining how many people clicked on one or more links in an email. Which calculation should you use?
- Total clicks / number of unique clicks
- Total clicks / number of unique opens (CORRECT)
- Number of total opens / total clicks
- Number of unique opens / total clicks
Correct: Correct
26. Fill in the blank: _ is the percentage of emails sent that could not be delivered to the recipient’s inbox.
- Email bounce rate (CORRECT)
- Email spam rate
- Email denied rate
- Email complaint rate
Correct: Correct
27. Which of the following are recommendations for the email marketing report? Select all that apply.
- Include jargon and technical language to display expertise.
- Exclude mentioning areas for improvement to keep the presentation positive.
- Make the presentation more visual with graphs and charts. (CORRECT)
- Include a collection of KPIs that represent the campaign’s progress. (CORRECT)
Correct: Correct
Correct: Correct
28. What is the relationship between data and metrics?
- If metrics are a number, data is the quantitative measurement of metrics.
- If data is a number, metrics are the quantitative measurement of data. (CORRECT)
- If data is a number, metrics are the qualitative measurement of data.
- If metrics are a number, data is the qualitative measurement of metrics.
Correct: Correct
29. Fill in the blank: _____ are the metrics you prioritize to determine your email marketing campaign success.
- Reports
- KPIs (CORRECT)
- Data
- Insights
30. As a digital marketer, you notice several emails were not delivered to the recipients. What can cause a high bounce rate? Select all that apply.
- A lengthy email body
- A high volume of traffic to your website
- An import error with your email list (CORRECT)
- Incorrect or inactive email addresses (CORRECT)
31. After emailing their subscriber list, a marketer divides the number of conversions by the number of emails delivered. What metric are they calculating?
- Interaction rate
- Conversion rate (CORRECT)
- Complaint rate
- Bounce rate
32. As an email marketer, you need to determine if your efforts are increasing sales dollars. What metric calculates the ratio of money made and money spent?
- Growth rate
- Forward rate
- Conversion rate
- Return on investment (ROI) (CORRECT)
33. Which of the following are recommendations for the email marketing report? Select all that apply.
- Include jargon and technical language to display expertise
- Include a collection of raw data that represent the campaign’s progress
- Use case studies or demos to make the report more engaging (CORRECT)
- Make the presentation more visual by using software such as Google Slides, Microsoft PowerPoint, or Canva (CORRECT)
34. As a digital marketer, you often present campaign data to stakeholders. You use Google Slides to create the presentation and guide the story. What else can you do to tell an effective and engaging story?
- Take a few meaningful pauses at the start of the presentation
- Include examples of actual users, such as quotes, photos, or short video clips (CORRECT)
- Share personal details about the audience members
- Maintain eye contact with audience members for 10 seconds at a time
35. As a digital marketer, you learn how engaged your subscribers are. You divide the number of people who opened the email by the number who received the email. What metric did you calculate?
- Click-to-open rate
- Conversion rate
- Open rate (CORRECT)
- Subscribe rate
36. A marketer creates an email marketing campaign for the holiday season. They send an email to 12,500 people. The email receives 3,722 total clicks, 6,245 opens, and 6,112 unique opens. They are interested to know how the subscribers engaged with the email and decide to calculate the click-to-open rate.
How should they determine this metri
- 3,722 / 6,245 (total clicks / number of opens)
- 3,722 / 6,112 (total clicks / number of unique opens) (CORRECT)
- 6,112 / 12,500 (number of unique opens / number of recipients)
- 3,722 / 12,500 (total clicks / number of recipients}
37. A marketer creates an email marketing campaign for a new product launch. Their email is delivered to 40,700 people. 9,541 opened the email. 3,021 made a purchase. The marketer needs to know the percentage of email recipients who took the desired action of making a purchase. How should they calculate the conversion rate?
- 40,700 / 3,021 (number of emails delivered / number of purchases)
- 9,541 / 3,021 (number of opens / number of purchases)
- 3,021 / 40,700 (number of purchases / number of emails delivered) (CORRECT)
- 3,021 / 9,541 (number of purchases / number of opens)
38. As an email marketer, you determine whether your efforts are increasing sales dollars. How would you calculate the return on investment (ROI)?
- (total spent / total revenue) x 100
- (total revenue / total spent) x 100 (CORRECT)
- (total revenue x total spent) / (100)
- (total spent x 100) / (total revenue)
39. When giving a presentation on email marketing metrics, you stop speaking after you pose a question to the audience and when you transition to a new section. Which tip for presenting does this represent?
- Know your audience
- Tell a story
- Allow for pauses (CORRECT)
- Be concise
40. Why are KPIs metrics, but not all metrics are KPIs?
- Because it depends which metrics are important to the email campaign’s success (CORRECT)
- Because there may be more KPIs than metrics available
- Because management or the stakeholders may change the KPIs mid-campaign
- Because KPIs can be more costly than metrics
41. A marketer divides the number of total clicks by the number of unique opens. What email marketing metric does this calculation determine?
- Subscribe rate
- Open rate
- Conversion rate
- Click-to-open rate (CORRECT)
42. As an email marketer, you create an email marketing campaign to offer a product discount. The total revenue was $51,700 and the total cost was $2,068. How would you calculate the ROI?
- ($2,068 / $51,700) x 100
- ($51,700 / $2,068) x 100 (CORRECT)
- ($2,068 x 100) / $51,700
- ($51,700 / $2,068) / 100
43. As a digital marketer, you are calculating your email list growth rate for the past month. The list gained 1,729 new subscribers. It had 245 unsubscribes. The list total is 76,921 subscribers. How do you calculate the list growth rate for the past month?
- [(1,729 – 245) / 76,921] x 100 (CORRECT)
- [(76,921 – 1,729) / 245] x 100
- [(245 – 1,729) / 76,921] x 100
- [(76,921 – 245) / 1,729] x 100
44. A marketer works with data and metrics. Which of the following refers to the relationship between data and metrics?
- Data is a number, and metrics are the qualitative measurement of data.
- Metrics are numbers, and data is the quantitative measurement of metrics.
- Data is a number, and metrics are the quantitative measurement of data. (CORRECT)
- Metrics are numbers, and data is the qualitative measurement of metrics.
45. When giving a presentation on email marketing metrics, you include firsthand quotes from actual users. You also highlight positive emotional experiences resulting from your email campaign. Which tip for presenting does this represent?
- Tell a story (CORRECT)
- Allow for pauses
- Be concise
- Speak clearly and slowly
46. A digital marketer creates an email marketing report. They analyze different metrics, data, and the relationship between them. Which of the following refers to metrics and data?
- Metrics and data are the same concept
- Metrics are data with additional context (CORRECT)
- Data are metrics with additional context
- Metrics are data without additional context
47. What do KPIs enable marketers to do in an email marketing campaign?
- Guarantee a higher email conversion rate (CORRECT)
- Measure how successful a business is in reaching a goal
- Choose and personalize data to suit the business
- Compile customized data and create a report
48. How would you calculate the open rate of an email?
- Number of people who open an email / number of people who unsubscribed from the email
- Number of people who open an email / number of people who received the email (CORRECT)
- Number of people who received the email / number of people who opened the email
- Number of people who received the email / number of people who unsubscribed from the email
49. As a digital marketer, you regularly check your email list and remove any inactive emails. What does this practice help with?
- Reducing the complaint rate
- Selling more products
- Gaining new subscribers
- Avoiding a high bounce rate (CORRECT)
50. An email you sent was delivered to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the link in the email. 2,291 made a purchase. How would you calculate the purchase conversion rate?
- 111,714 / 2,291 (number of emails delivered / number of purchases)
- 2,291 / 28,045 (number of purchases / number of opens)
- 2,291 / 111,714 (number of purchases / number of emails delivered) (CORRECT)
- 9,772 / 2,291 (link clicks / number of purchases)
51. Which of the following are recommendations for the email marketing report? Select all that apply.
- Exclude mentioning areas for improvement to keep the presentation positive
- Include a collection of raw data that represent the campaign’s progress
- Avoid jargon and technical language to be more concise (CORRECT)
- Increase engagement by telling a story related to campaign metrics (CORRECT)
52. A digital marketer prepares to present campaign data to a large group. They are nervous about the presentation and want to avoid speaking too quickly. When is a good opportunity to briefly pause during the presentation and slow their pace? Select all that apply.
- When greeting the audience at the start of the presentation
- When they would like to share a story unrelated to the data
- When asking the audience a question (CORRECT)
- When transitioning to a new section in the presentation (CORRECT)
53. As a digital marketer, you often use metrics to assess email marketing results and track business goals. Which of the following is true about metrics in email marketing? Select all that apply.
- You can choose and personalize data based on a business competitor.
- Click-to-open rate and unsubscribe rate are important metrics. (CORRECT)
- You can choose and personalize which metrics to prioritize based on business goals. (CORRECT)
- KPIs are the metrics you decide are important to determine a campaign’s success. (CORRECT)
54. As a marketer, you include KPIs representing a campaign’s progress and use graphs to communicate information visually. When is this approach particularly important?
- When presenting information about an email marketing campaign’s progress (CORRECT)
- When requesting an increase in budget for an email marketing campaign
- When sharing unsuccessful results about an email marketing campaign’s progress
- When assessing campaign success levels for an email marketing campaign
Collect and Analyze Email Campaign Data CONCLUSION
There are such key parameters in email marketing, as you can well see having passed this week with much to offer in terms of how well your campaign does. You will have to measure, track and analyze these metrics if your email campaigns are to be successful.
Additionally, well communicating results from your campaign to your stakeholders is crucial. An email marketing report does just this. Those who wish to discover more regarding how to measure and track their email campaigns results should try taking Coursera’s very own “Google Digital Marketing & E-commerce” course, which promises practical experiences on the learning front by applying what one has learnt into real life scenarios.