You can't track performance improvement and the impact of your efforts without a baseline. Here's two approaches for calculating a baseline on existing and new email marketing campaigns.
If you're making improvements to an existing campaign, then calculating a baseline is fairly easy. Run a report within your marketing automation software to pull up the average unique open rate and average unique click through rate of your previous iterations of the campaign before you optimized the content.
Historical baselines are also referred to as a pre/post baseline because you're comparing the performance pre-optimization to the performance post-optimization.
This type of baseline is usually more compelling to executives because it shows an actual performance improvement over time and leads to concrete results.
However, the downside to a historical baseline is that it’s not as statically accurate as other approaches because there are other variables, like time of year and changes in content, that could impact the performance of previous campaigns.
If you're launching a new campaign and you want to rely on actual engagement data to drive your content strategy, then you'll need to set up a test baseline.
To calculate a test baseline you need to try out several different approaches within the same campaign and compare the performance of each approach.
This is fairly easy with message testing. Develop several email versions, one that's traditional, or represents the status quo for your company, with other versions that are more experimental. Feed these email versions into Motiva's automated multivariate Message Testing step.
Our Message Testing step will automatically conduct a series of tests to determine which version results in the highest engagement for your audience. You'll also have a full report so you can analyze the results and know with a high degree of confidence which version truly is the best.
The more traditional email version in this case is your baseline. Answer the question of how the experimental versions performed compared to the traditional version and record this insight to guide your content strategy.
If you're using a Send Time AI optimization on a new campaign and you want to compare the performance between Send Time AI and a single send batch and blast, then you'll need to set up the test in your campaign canvas.
You can do this in Eloqua by using the following architecture and instructions below.
Segment & Contact Washing Machine
Create a New Shared Filter
Shared Filter Member Step
Send Time AI Email
Send Time AI takes 7 days to complete. It takes time for all the opens to trickle in so wait at least two days after Send Time AI is completed before comparing the simple email engagement to the Send Time AI engagement.
If you're interested in learning more about optimizing your email campaigns, check out our post on identifying opportunities for optimization.
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