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ROI Report – an example

ROI Report – an example. Based on sample data. Campaign Summary. The objective of this campaign was to drive more sales of their products – through driving more sales traffic to their online catalogue. The campaign consisted of quarterly email campaigns and online advertising, using

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ROI Report – an example

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  1. ROI Report – an example Based on sample data

  2. Campaign Summary The objective of this campaign was to drive more sales of their products – through driving more sales traffic to their online catalogue. The campaign consisted of quarterly email campaigns and online advertising, using a promotional incentive to encourage purchases.

  3. Report Summary This report is designed to do the following: • To explain the impact of the quarterly promotions to the audience • To explain what works and what doesn’t when communicating to this audience • To explain whether quarterly promotions detract from direct sales revenues, or whether these provide net increase in sales • To provide sufficient learning to influence the direction of future communication strategy to this audience

  4. The 5 minute review

  5. Campaigns to date 1st campaign • 3 emails + landing page • Win an iPhone or PS3 (10 of each) 2nd campaign • 3 emails + landing page) • Win an iPad every day (running for 6 weeks)

  6. Sales results to date 1st campaign revenue • £318,978 for £60,000 investment (5.32:1 ROI) • Email 1 = £159,902 • Email 2 = £108,512 • Email 3 = £ 50,564 2nd campaign (3 emails + landing page) • £544,993 for £40,000 investment (13.62:1 ROI) • Email 1 = £239,919 • Email 2 = £219,114 • Email 3 = £85,959

  7. Sales impact of each email It can be seen from the graph below that each email had a large impact on sales. The impact declined over a sequence of 3 emails for each campaign. Email 1 Email 2 Email 1 Email 2 Email 3 Email 3

  8. Do promos eat into direct sales? In short – not really. The graph below demonstrates there is a fractional dip in background revenue the day an email launches, implying we are targeting and converting outside the normal customer-base.

  9. Response rates for emails • All rates are unique rates • Both campaigns demonstrate better response from the first email – pointing to a declining interest over the campaign • Unsubscribes are well below 0.3% (which we view as our cut-off for acceptable unsubscribe levels)

  10. Conclusions • The campaigns did not erode normal sales revenue • Response rates declined over each campaign – sending more than 3 emails would be expected to yield lower response to email 4 and beyond • The second campaign approach achieved significantly better response and sales results than the first campaign – implying this would be a better approach for future campaigns

  11. A Deeper Analysis

  12. What we haven’t looked at yet • How the different countries respond to the campaigns • Do we need a promo item, or can we just email people to drive sales up? • ROI – a qualitative understanding, why is it increasing?

  13. Responses by country

  14. A/B Testing: Promo vs. No Promo item • A/B test was run on campaign Email 1 to all UK customers. This was a 50/50 split across the whole target audience (20,525 contacts). • The A/B target groups received the following different deliverables: • A: Normal incentive (win a PS3) • B: No incentive • Resulting revenue from this split was: • A: £141,501 • B: £18,401 • This effectively demonstrates that including a promo item in campaign deliverables will generate over 7 times the return compared to not including a promo item. Even subtracting the cost of the promo items you still get more than 7 times the return from the promo email • Marketing fact: Promos items are effective as a tactic to increase response rates

  15. ROI – changing over time • Reviewing the ROI over time seen for the campaigns we can see that Campaign 2 • has a far higher ROI than Campaign 1. Also for each email in the sequence of 3 the • ROI drops significantly (due to lower impact of message from repeat sends).

  16. Report Summary • Increased ROI from Campaign 1 to Campaign 2 – resulting from higher response rates and reduced execution costs • Email response rate over campaign period reduces – more than 3 emails for each campaign would be unadvisable • UK response was higher than FR or DE regions, but overall campaign behaviour is very similar – so 3 emails for each region makes sense • Response rates are favourably affected by including a promo item in the campaign (about 7 times the revenue from promo item emails)

  17. Thank you

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