Marketing Concepts28% of the exam
Email goals, engagement metrics and campaign ROI
How to judge an email campaign: the open, click, click-to-open and list-growth formulas and the lever each points to, why Mail Privacy Protection moves decisions to clicks, the bounce, unsubscribe and complaint rates, ROI, and why a metric's value depends on the email's goal.
Given a scenario, provide examples of basic email goals, metrics, and relative value in assessing the success of a marketing campaign.
~6 min read · 9 practice questions ·
What the exam expects
- Calculate and interpret unique open rate, unique click rate, click-through rate, click-to-open rate and list growth rate, and name the lever each one points to.
- Judge a metric against the email's goal, such as an informational notice versus a promotion, and pick the outcome measure for a SMART goal.
- Explain why Mail Privacy Protection makes open-based decisions unreliable and what to use instead.
- Name the metrics for unwanted activity and their healthy ranges, and calculate ROI.
- Tell individual insights from group insights.
- Key terms: click-to-open rate (CTOR) (unique clicks divided by unique opens, times 100); conversion (the subscriber answers your call to action); baseline (a reference point built by tracking metrics over time); ROI (what a campaign earns compared with what it costs); Mail Privacy Protection (MPP) (an Apple Mail feature that blocks sharing of opens, IP address and other data).
Key facts
Opens
- Detail
- Recorded when images render (transparent pixel)
CTOR
- Detail
- Unique clicks / unique opens × 100
Informational sends
- Detail
- Unique click rate may be low
Unsubscribe rate
- Detail
- Healthy below 2%
Complaint rate
- Detail
- Should be below 0.1%
ROI
- Detail
- (Value − costs) / costs × 100
MPP
- Detail
- Skews opens; no effect on click-through rate
Dashboard counts
- Detail
- Opens, clicks and unsubscribes are uniques, not totals
- Why is click-to-open rate one of the most accurate effectiveness metrics?
- What ROI did the module's $12,000 campaign that cost $3,250 return?
- When the Email Engagement Dashboard shows opens and clicks, are they totals?
- When can an open go unrecorded even though the subscriber read the email?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
Keep reading with the Marketing Cloud Engagement Foundations pack
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