Email Marketing Performance

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:

The dashboard illustrates the performance of 23 email marketing campaigns from July to September 2024.

Key Findings:

1. Email Reliability:
   With an unbounced email rate of 99.97% and an open rate of 24.21%, equivalent to the industry average, the current email directory appears reliable, containing few inactive or counterfeit emails.

2. Top-Performing Campaigns:
   Promotional campaigns showed the best performance in both engagement and conversion. Event and webinar campaigns also observed positive interactions, particularly in surveys related to event topics, training invitations, and follow-ups after events.

3. Unsubscribe Rate:
   Higher unsubscribe rates were noted in campaigns such as the monthly Newsletter and Events & Webinars, especially when accessed via desktop.

4. Market Performance:
   Among the three main markets—India, the US, and Nigeria—the US had the highest performance, exceeding the average in opens, clicks, and conversions. Nigeria showed strong open and click rates but a lower conversion rate, while India had relatively low engagement and conversion.

5. Client Segments:
   While the Lead Client Segment is slightly larger than the Customer Client Segment, their behaviors are similar across campaigns. However, Customer Clients respond better to Purchase campaigns, while Lead Clients are more engaged in Form completion campaigns, such as event topic surveys.

6. Email Domain Performance:
   Outlook and Gmail outperformed other domains, while Yahoo had the highest bounce rate.

7. Day of the Week Performance:
   Saturday consistently showed the lowest performance. Monday and Tuesday had impressive open rates, while Sunday, despite a lower open rate, had higher click and conversion rates compared to other days.