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AP 0949: How Do I Evaluate Email Success with ConvertKit?

AP 0949: How Do I Evaluate Email Success with ConvertKit?

By Pat Flynn on

AskPat 949 Episode Transcript

Pat Flynn: Hey, what’s up everybody? Pat Flynn here and welcome to Episode 949 of AskPat. Thank you so much for joining me today. As always I’m here to help you by answering your online business questions, five days a week.

We have a great question today from Darcy but before we get to her question, I do want to thank today’s sponsor, which is DesignCrowd. If you’re stuck on ideas and how to design your logo or your website or business cards or whatever, connect with the creative minds over at DesignCrowd because there’s over a half million of them. Half a million designers worldwide that can help you, whether you’re a dentist or accountant or photographer, doesn’t matter who you are or what you need. You can get the perfect custom design every time or your money back. Check out DesignCrowd.com/askpat to learn more and download your free guide to crowdsourcing great logos, graphics, and websites for your business. Get $100 off your next design when you enter the promo code “AskPat.” Alright, now here’s today’s question from Darcy.

Darcy: Hey Pat, this is Darcy Eikenberg at RedCapeRevolution.com, where we help successful professionals become heroes in their life at work. I have a question ford you about your email reporting rituals. I’m using ConvertKit and it’s great that ConvertKit gives me the reports for each email. But it doesn’t do as good of a job of rolling up all those emails into a bigger report. I’m betting that you have some way that you measure how your emails are doing on a regular basis, some way or ritual or routine that you follow to make sure that you’re keeping your eye on the ball. Certainly we have the results in terms of sales, but I’m curious what you do every week, every month, to just keep an eye on your emails. Thanks so much for your help and I appreciate any thoughts you have. Have a great day.

Pat Flynn: Hey Darcy, what’s up? Thank you so much for the question. I’m glad to see you’re using ConvertKit. ConvertKit is an amazing tool. A lot of you know I’m a compensated advisor and affiliate for the tool [Full Disclosure: I’m a compensated advisor and an affiliate for ConverKit.]. It’s amazing. And they do give you some great reports per email that you send out, which is fantastic. However, like you said, they don’t—and actually most other email providers don’t—give you sort of the overall sort of data. That’s because it’s kind of hard to determine how useful that might be. If you were to get a grand total of all the emails that you’ve sent out, and then all the open rates and all the click rates through all of that. I mean you would get a number of, overall, how things are going. But I think it needs to be broken down a little bit more. And this is something that we do in our team.

Yes, there is something that we do Darcy. We go in, and it’s not very often. I mean we do this once or twice a year just to kind of get a hold on what worked, what didn’t, what could we do better, what kinds of things should we experiment with, etc. So we’ll go in and actually create a spreadsheet in Google Sheets and write down all the emails that we sent. That way we can see all the titles or the subject lines of each of them so we can see. We put down all the data we’ve collected related to that. Then we can start to begin to make patterns and use the power of the spreadsheet to begin to categorize them. So marketing emails, how did they do? Emails, we begin to create different categories for each of those emails. What kind of email was it? What was the featured item in there? How many links were in there? All those kinds of things.

Now, we don’t get too granular with it. I mean you could but it could also drive you crazy. I think it’s really important just to get a kind of top-down view of everything just to kind of see what’s working. What’s been really helpful are the lists for each of the sequences. This is actually something that ConvertKit will give you if you go into your sequences and you can get a report on all the individual emails. But you can see them all side by side. You can get an idea of for example, which emails are getting opened more. Then you might be able to determine why. What did you say in the subject line? Or, which ones have higher click-through rates? Why? How did you lead into that link? You know, all those kinds of things. And if you have a sequence, and you notice that your open rates are great except for that one email, well that one email’s the one that you have to address. Often times you’ll see that one email that just doesn’t do very well and then all the emails after that sort of don’t do as well as all the ones before it. And it’s because that one email made such a big difference or people read that and they’re like “Oh, maybe I don’t need to be here anymore.” You can really determine a lot of what you can do on a very consistent basis by continually looking into those kinds of reports and sequences.

Now with the new automation flow, it’s going to be a lot easier to kind of see those things too. But yeah, we don’t get too crazy with it Darcy. I mean we try to determine, okay, which kinds of emails—and for broadcast specifically because sequences are kind of already taken care of. We basically take the format of what we see in ConvertKit related to the sequences and we kind of create broadcasts, we create a broadcast spreadsheet to market the same things basically. Then we kind of determine, what kinds of broadcasts are we sending? So, book club emails, digest emails, ones about sort of when I’m doing something that’s related to an event, all those kinds of things. We start to see some patterns and start to see, okay, who’s interested in what and which ones are working. It doesn’t give us a ton of information, nothing sort of revolutionary but also it’s just nice to know because there might be something that can be very noticeable there if you do that too Darcy. So, I would recommend creating a spreadsheet for yourself just to kind of have a history of all the emails you sent and what those numbers are, so you can play around with them and begin to categorize them if you can, so you can know which one’s sort of make sense for you and your audience. Yeah, that’s how we do it beyond ConvertKit. But for me ConvertKit gives us what I need and it’s the conversion rates, the open rates, and also obviously like you said the sales. That’s something that can give you an overall sense of how things are working too.

Darcy I hope that helps a little bit. And I want to wish you the best of luck. Thank you so much. I want to send you an AskPat teeshirt also for having your question featured here on the show. And for those of you listening, if you have a question that you’d like potentially featured here on the show too, just head on over to AskPat.com and you can ask right there on that page. Thanks so much, I appreciate you, and I have a quote for you as always to finish off today. And this is from Marie de Beausacq “Of all feats of skill, the most difficult is that of being honest.”

Thank you so much. I appreciate you and I’ll see you in the next episode of AskPat. Bye.

Oh, and by the way, if you’re keeping up on the clues, there’s another one coming in the next episode, so look out for it. If you don’t know what I’m talking about, listen to Episode 900. You’ll get caught up. Thanks, bye.

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