Email Campaigning Performance Analysis

Summary

Report submitted for the FP20 Analytics ZoomCharts Challenge, October 2024. The report was built using the Marketing Email Campaign performance dataset and includes ZoomCharts custom Drill Down PRO visuals for Power BI.

Author's description:
I analyzed the effectiveness of our email campaigns for a niche content platform that serves DIY creators and readers worldwide. The analysis spanned the past three months, focusing on engagement metrics, conversion rates, and audience segmentation.

Key Metrics:

• Open Rate: Percentage of emails opened by recipients.
• Click Rate: Percentage of emails that received at least one click.
• Bounce Rate: Percentage of undelivered emails.
• Unsubscribe Rate: Percentage of recipients who opted out.
• Conversion Rate: Effectiveness of emails in driving desired actions such as purchases, sign-ups, and downloads.

Audience Segmentation: Differentiated between leads and existing customers to tailor campaigns more effectively.

Visual Insights:

• Scorecards: Provided a quick overview of key metrics at a glance.
• Slicers: Enabled dynamic filtering for deeper analysis.
• Detailed Table: Offered comprehensive data on each campaign for in-depth insights.

Engagement Metrics: Monitored opens, clicks, bounces, and unsubscribes to gauge recipient behavior and optimize campaigns.

Conversion Analysis: Evaluated how effectively campaigns converted recipients into active users or customers.

Audience Breakdown: Analyzed engagement and conversion metrics by segment to identify high-performing groups and optimize future campaigns.

Strategic Recommendations:

1. Improve Open and Click Rates: Personalize content and optimize send times.
2. Reduce Bounce and Unsubscribe Rates: Regularly clean email lists and provide clear unsubscribe options.
3. Increase Conversion Rates: Tailor campaigns to specific audience segments and use A/B testing for optimization.
4. Enhance Audience Segmentation: Implement detailed segmentation for targeted campaigns and analyze metrics by segment.