Data to Help Drive Your Marketing Strategy

Your store data = untapped potential. Whether it’s open rates, order metrics, or revenue data, our goal is to help you make smart, data-driven decisions about your marketing strategy. We’re here to help you celebrate what’s working and refine what’s not. That’s why we send you a monthly Snapshot of how you did the previous month, and what you can do to improve moving forward. 

The Snapshot reporting period is the first day to the last day of the previous month. You’ll receive your Snapshot email on the 5th day of each month to ensure that revenue generated from emails sent at the end of the reporting period is included. 

The numbers in the Snapshot email are calculated on the 5th day of each month and are not updated once the email has been sent. 

In this guide, we’ll help you make sense of the metrics in the Snapshot email and address:

• Definitions for each metric
• Why each metric is important 
• Recommendations for improvement

 

Percentage of Ecommerce Revenue Attributed to Drip

Total revenue attributed to Drip divided by total e-commerce revenue. Total e-commerce revenue is the total online sales for your store across all channels (irrespective of Drip). 

The percentage of e-commerce revenue attributed to Drip is important because it shows how heavily you’re utilizing Drip emails. A healthy percentage of e-commerce revenue attributed to Drip is 20-40%. We consider 20-40% a healthy range because it indicates that email is a significant channel in your marketing strategy, but it's not the only channel that you're selling through.

Improvement recommendations: 

• If the percentage of e-commerce revenue attributed to Drip is less than 20%,  you’ve got room to grow email as an engagement tool. Get more out of Drip emails by sending more frequent and more targeted Single Email Campaigns.
• On the flip side, if the percentage of e-commerce revenue attributed to Drip is over 40%, you might be relying too heavily on email as a channel and not acquiring new customers aggressively enough. Refill the top of that funnel with Drip’s Facebook Lead Ads integration.

Revenue Attributed to Drip

Total revenue generated in the reporting period from all Drip emails sent over all-time. If you send an email outside of the reporting period, but the revenue attributed was within the reporting period, that revenue will be included.

Revenue attributed to Drip is important because it shows just how important Drip is to your marketing game. 

Improvement recommendations:

• Drive revenue attributed to Drip up with targeted Single Email Campaigns and behavior-based automation. 

Orders from Email

The total number of orders placed in the reporting period that were created within five days of someone opening any Drip email over all-time.

The number of orders from email is important because it shows the total number of orders in the past month attributed to Drip emails and answers the question: are emails driving people to buy your products? 

Improvement recommendations: 

• Split-test subject lines and content in your automations. If orders are low, try telling people a different story or try educating people about your product more before asking them to make a purchase.

 

New People

The number of new people added to your Drip account via opt-in forms, imports, or API during the reporting period. This number will include all people who were added in the reporting period whether they are currently active or inactive. This does not include people who were created in Drip with an initial “unsubscribed” status.

The number of new people is important because it shows how well you’re replenishing the top of your funnel. Remember, most online shoppers only purchase from a retailer once. You’re trying to drive repeat purchases, but you will always need to attract new customers who jive with your brand. 

Improvement recommendations: 

• You want to increase the number of great prospects! View people who have purchased from you multiple times in the Journey section on your Revenue Dashboard. These are your best customers! Ask yourself: who are they? How did they find you? Why do they love you? Answering these questions will help you determine where to advertise and what messages will resonate with the right customers.

First Orders from Email

The number of people who placed their first order from your store in the reporting period. Only attributed orders are included in this metric. 

First orders from email are important because it shows that you have a new crew of people you can begin to drive toward loyalty. 

Improvement recommendations:

• The best way to drive this number up is to invest in your Welcome Series. Talk about your brand differentiator and drive home why you’re different than the brands they’ve shopped from in the past.  

 

Automations 

Evergreen Workflow, Rule, or Email Series emails triggered by peoples’ behavior. 

Automations are the behind-the-scenes engine that powers the hyper-relevant engagement your customers expect. If you send more Single Email Campaign emails vs automation emails, you may notice lower total revenue in automated emails. This isn’t a bad thing! Because automation emails are a drip of emails rather than the flood you send with Single Email Campaign emails, total revenue is expected to be lower. More doesn’t necessarily equate to better in this case. With automated emails, you can expect to see higher revenue per email, open and click-to-open rates, which means that your emails are landing with the right people and your content is super relevant. 

 

We’ll surface the following metrics for automations each month:

• Revenue: Total amount of revenue attributed to all Workflow, Rule, Form, and Email Series emails sent in the reporting period.
• Emails Sent: Total number of emails sent from all Workflows, Rules, Forms, and Email Series in the reporting period.
• Revenue per Email: Revenue attributed to each email sent from all Workflows, Rules, Forms, and Email Series sent in the reporting period divided by the number of Workflow, Rule, Form, and Email Series emails sent in the reporting period.
• Open Rate: Total unique opens for all Workflow, Rule, Form, and Email Series emails sent within the reporting period divided by all Workflow, Rule, Form, and Email Series emails that were sent in the reporting period.
• Click-to-Open Rate: All unique clicks per person for Workflow, Rule, Form, and Email Series emails within the reporting period divided by all unique opens per person for Workflow, Rule, Form, and Email Series emails within the defined time period. (If a person clicks three links in an email, it will be counted as a single click—not three).

These numbers are important because you’re seeing what happens when you speak to the right people at the right time with behavior-based automations. Automation emails are much more efficient than Single Email Campaign emails. 

Improvement recommendations:

• Invest in your automations. Think about the long-term ROI on the time you put into automated emails vs. Single Email Campaigns. An hour spent on a welcome email in an automation will last forever while a Single Email Campaign email will only last 24 hours.
• Implement a Welcome Series Workflow, Abandoned Cart Workflow, Abandoned Browse Workflow, and a Post-Purchase Workflow if you haven’t already. 
• Include relevant and engaging subject lines.
• Make sure your content motivates people to visit your website (clicks)!

Single Email Campaigns 

Single Email Campaign emails are the best tool to send an email to a group of people at a specific time. These are your newsletters, new product drops, and VIP announcements. If you send a lot of Single Email Campaign emails, total revenue will be higher due to sheer volume. The more emails you send, the more chances you have to attribute revenue.

The following Single Email Campaign metrics are important because they show you how efficient and relevant your Single Email Campaign emails are. If you expect them to be higher, you have a great opportunity to make your emails more relevant!

We’ll surface the following metrics for Single Email Campaign emails each month:

• Revenue: Total amount of revenue attributed to all Single Email Campaign emails scheduled and sent in the reporting period.
• Emails Sent: Total number of individual Single Email Campaign emails scheduled and sent in the reporting period (if you scheduled Single Email Campaign emails to send in your peoples’ timezones at the end of the month, this number may vary from what is in-app).
• Revenue per Email: Total amount of revenue attributed to Single Email Campaign emails divided by the total number of individual Single Email Campaign emails scheduled and sent in the reporting period.
• Open Rate: All unique opens for individual Single Email Campaign emails sent in the defined time period divided by all individual Single Email Campaign emails that were scheduled in the reporting period.
• Click-to-Open Rate: All unique clicks for Single Email Campaign emails sent in the defined time period divided by all unique opens for Single Email Campaign emails scheduled in the defined time period.

Improvement recommendations: 

• Segment your sends and only send to people who care. Create more targeted recipient lists with additional filter criteria. After you have a more targeted audience, it will be easier to create more relevant subject lines and content!
• If you have people who haven’t opened an email in a long time, consider sending them into a re-engagement Workflow with a series of emails meant to get them excited about your brand again. If they still don’t open after that, consider unsubscribing or deactivating them to protect your sending reputation.

• To improve your click-to-open rate, try adjusting the links in your emails:

  • Make your logo a clickable URL.

  • Move a CTA button up higher.

  • Link to a compelling blog post.

  • Include a dynamic Recommended Product block that personalizes products for each person based on their purchase history.

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Is Drip Working For You?

The monthly Snapshot surfaces relevant, actionable data about how your marketing strategy in Drip is working. With this data at your fingertips, you’ll be able to confidently tell your boss how your email marketing efforts are impacting their bottom line. More importantly, you’ll learn what next steps you should take based on your previous month’s performance! 

The numbers in your Snapshot report are meant to give you directional insights into what’s working and what can be improved. We’ve worked hard to minimize the differences between your Snapshot and what’s in Drip—but you might see slight differences. Due to time periods, revenue-attribution, and timezones, we recognize that your emails may have earned revenue not reflected in your Snapshot. You can trust that your friends at Drip are doing everything we can to tell you the right story with these figures!