Email Analytics 101: Glossary of Basic KPI in Eloqua Insights

Author: Shilpa Gupta | Categories: Demand Generation, Digital Analytics, Digital Marketing, Marketing Automation, Oracle | Eloqua

In this Eloqua Analytics blog series, we will discuss about Eloqua Insights and how to leverage it for data driven marketing.

Eloqua Insight Resource Center mentions “Eloqua Insight is a powerful revenue analytics tool for marketers that integrates data from social media, email, website, and the sales pipeline from your CRM to help connect the dots, close the loop and make decisions that drive revenue.” In context of email marketing it means it is important to focus on campaigns generating the most pipeline, revenue and return at a glance. We need to know exactly what the return on marketing is by email campaign or campaign type, so we have the insights to know which campaign to cut – and which to keep. We need to invest more in high performing campaigns and analyze low performing campaigns. An important point to note: In Eloqua9 there are about 900 different reports which caused confusion for some clients. In latest version of Eloqua, Eloqua10 simplifies the process by providing you with a smaller number of broader reports with powerful customization tools which allow you to tailor reports to meet your needs eloqua9 reports.

 Eloqua Analytics 

Understanding marketing impact starts with basic engagement metrics such as e-mail open and click rates, form conversion rates, and website and landing page visits. Eloqua Insights has more than 400 KPI’s listed in Eloqua Insight Data Model. Let us look at the Glossary of basic KPI in Eloqua Insights.

Total Delivered Emails Sent – Hard Bouncebacks – Soft Bouncebacks
Total Opens Number of times the Email was opened
Total Clickthroughs Number of times a specific link was clicked through
Click To Open Rate Number of Unique clickthroughs / Total Open Emails
Existing Visitor Clickthroughs Clickthroughs by contacts who were already visitors in Eloqua (i.e. had previously visited a tracked page or clicked through on a link).
New Visitor Clickthroughs Clickthroughs by contacts who are new visitors in Eloqua (i.e. had never visited a tracked page or clicked through on a link).
Total Form Submissions from Email Total number of Form submissions that came from an Email
Form Conversion Rate from Email Number of Form submissions/Total Emails delivered
Possible Email Forwards Number of Emails that were possibly forwarded by the recipients
Possible Forwarders Number of recipients that possibly forwarded the Email
Possible Forward Rate Possible Forwarders/Total Emails delivered
Total Bouncebacks Number of Emails that were recorded as a Bounceback (hard or soft)
Bounceback Rate Number of Unique bouncebacks/Total sends
Total Hard Bouncebacks Number of Emails that were recorded as Hard Bouncebacks.
Hard Bounceback Rate Unique Hard Bouncebacks/Total sends
Total Soft Bouncebacks Number of Emails that were recorded as Soft Bouncebacks
Soft Bounceback Rate Unique Soft Bouncebacks/Total sends
Unique Opens Number of contacts that opened the Email
Unique Clickthroughs Number of contacts that clicked on tracked links in the Email
Unique Open Rate Number of contacts that opened the Email / Total Emails Delivered
Unique Clickthroughs Rate Number of Unique Clickthroughs/Total Emails Delivered

We can leverage above basic KPI for improving email experience for consumers by doing analysis such as below:

  1. In order to test which time works better for an email campaign try similar email message with significant sample size at different times to similar segment to optimize performance. Using the insights from data we can email consumers at their preferred day and time.
  2. Trending above KPI’s (unique open rate, unique click through, possible forward rate, and form conversion rate) for same segment over time might indicate if that segment is interested in particular type of messaging. Some segments might receive significant number of emails but did not forward any emails and show very low unique open and unique clickthrough rate for an email campaign. Some segment might forward most emails and show strong clickthrough rate and form conversion rate for that particular email campaign. So, consumer experience can be enhanced by serving the right message to a particular segment at right time.
  3. We can also test various versions of email template. We can test similar message to same segment during similar time in different email format. We can then analyze performance of different templates by using basic KPI’s above. So, template design can be improved to provide better customer experience.

I am a big fan of segmentation and testing and above are few ways to improve customer experience using email Analytics. Much more can be achieved by looking at other revenue KPI’s available in Eloqua Insights.

In the next part of this blog series we will discuss revenue metrics from Eloqua Insights and how to leverage them for data driven marketing.

Share your thoughts on above if it is helpful or how you have been leveraging Eloqua Analytics & Insights for improving your marketing efforts.