Tracking the success of email journeys?

Tagging in @kstim from the data side of this, but from my perspective (Email Ops), we’re heavy users of UTM tracking codes, especially where our product links are used. We have a UTM tracking dashboard in DOMO (and use DOMO for the majority of our stats), but this is a very interesting idea as I’m starting to plan out email tracking dashboards in Gainsight.

@mattjay98 It really depends on 1) what metrics you and your company determine are metrics of success, 2) how you want to display this data, and 3) where you want to display this data. We do a lot of different reporting on “success criteria” as a result of our digital outreach, but one of the big areas is metrics on how our re-engagement campaigns are performing. We track active rate %, active rate trending by month, retention and reactivation, and more which help us to get a better understanding of how these programs are performing.

@mattjay98 if you have the data available in Gainsight, you could build a milestone to track success.  You could also use data designer to do a mash up of program send versus whatever metric you are trying to improve.  

Not a program, but a recent example - we wanted to track the success of a risk mitigation CTA, so I build a rule to fire a milestone based on the improvement of the adoption score from the point the CTA was created.  So, the rule looks at the adoption score when the CTA was created, and then, compares that to the adoption score at the 2 mth and 4 mth mark after the CTA was closed. If there’s an improvement, a milestone is triggered to add to Timeline noting the risk was successfully mitigated with the relevant data points.

Another example from a program - we have a program that’s triggered when a customer goes over their entitlements.  Using Data Designer, we are combining the program data with SFDC opportunities for upsells and showing that in a report.  So, the leader can quickly review if an upsell opportunity was created closely following the email send.

Hope that helps!

At a previous company, we developed an MDA object to track the status of actions we encouraged customers to take. Our campaigns focused on product feature adoption, and the journey wasn't linear. Sometimes customers acted independently, while other times they responded after receiving an email from the program. We documented whether the customer took action on their own, after the email, or not at all. That gave us the ability to show the effectiveness of our campaign.

We used the Gainsight API in an API step to update fields in the MDA when an email was sent, and we used that MDA to control who entered each program. We didn’t send emails to customers that had already enabled XYZ feature.