Mission Control allows you to measure your campaigns with multiple data points with its customization capabilities, helping you analyze your campaigns and act upon your findings.
This article will outline how you can measure email revenue from your Email campaigns by direct attribution, using the 'Clicked & Responded' and 'Direct Response - Total KPI' metrics, and how they compare to Optimove’s Increase calculation.
Clicked & Responded
Clicked & Responded is comprised of two metrics:
- Clicked - the number of customers that have clicked on an element in the email e.g., a logo, button, or a link to a specific offer
- Responded - the number of customers that carried out an action based on a chosen campaign KPI, regardless of whether or not they opened or clicked on the campaign. For example, if your chosen KPI is Total Order Amount, the responders represent all customers who received the campaign and made an order. This could include a customer who opens an email, and rather than clicking on the email, they go directly to your website to make a deposit/purchase.
Clicked & Responded refers to customers who have clicked on the Email campaign and then responded.
Important: For an action to be counted as a response, it must occur on the same day as the click or any day after it, but still within the total duration of the campaign.
For example, let’s say you are running an anniversary campaign that is being measured by Total Order Amount, and you are targeting 100 customers. If 68 out of 100 customers clicked on the campaign, which redirected them to your website, and then they made an order, the Clicked & Responded column will = 68.
Direct Response – Total KPI
Direct Response – Total KPI measures the aggregated revenue generated by customers that Clicked & Responded to an Email campaign (or any other KPI).
To calculate this metric, Optimove measures the average order amount (or any other KPI) of customers who clicked and responded to an Email campaign and multiplies this by the number of customers who clicked and responded.
For example, let’s say for your anniversary campaign, 68 customers Clicked & Responded, and the average order amount was $10, the Direct Response – Total KPI column will show $680 (68 x $10 = $680)
How to Use
- Go to Mission Control
- Click on the Columns Pane
- Click on the 'Metrics' dropdown, then click on the 'Channel Metrics' dropdown
- Scroll down and click on the 'Email' dropdown
Increase vs Direct Response
Optimove focuses on incrementality when measuring the real impact of campaigns, as opposed to using vanity metrics like opens and clicks.
By measuring the success of your campaigns solely based on the customers that clicked on a campaign, you wind up disregarding the impact of other campaigns the customer received, or the impact this campaign had on all other customers that clicked on the campaign but didn't respond. It may be that a large proportion of your customers don’t click on your campaign; however, the campaign still influenced them towards desired behaviors. For example, a customer may have received and made a purchase after being targeted for three months with emails, SMSs, Google and Facebook ads, and mobile push notifications – and was influenced by all the content and promotions sent to them.
Therefore, Optimove measures the incremental impact of a campaign to better reflect the impact of your campaigns on other factors, rather than focusing only on clicks.