PRODUCT LED EMAIL ANALYTICS
eMail Uplift Score

What is eMail Uplift Score for Ecommerce?

The eMail Uplift Score™ is a free module within Obviyo’s eMail Pulse™ analytics app that leverages Google Analytics data and our proprietary AI algorithms to perform uplift modeling of the performance of email campaigns for eCommerce stores.

Similar to how a credit score assesses eligibility for a loan and the applicable interest rate, eMail Uplift Score reflects the effectiveness of your email marketing efforts.

Email marketers aim to execute highly relevant and impactful campaigns, so a higher eMail Uplift Score signifies a greater likelihood of achieving an effective email marketing program.

Who should use eMail Uplift Score?

eMail Uplift Score is a simple analytics app that will benefit multiple team members in the organization:

• Email Marketer:

Uses the score to better segment the email contact list and to continually optimize revenue results.

• Executive:

Uses the score to drive revenue growth and profitability, leveraging deep data insights to identify new market opportunities.

• Ecommerce Manager:

Uses the score to improve the online shopping experience and site-wide metrics.

• Merchandiser:

Uses the score to enhance the product discovery experience and execute more effective store-wide promotions.

• Data Analyst:

Uses the app to effortlessly perform deep data analysis.

The core difference between the Email Uplift Score and other types of email scores lies in the reference point used to calculate the score:

External vs. Internal

External Reference Point: Others use market averages as a reference point to grade a specific brand’s email campaign performance. While this information is useful for understanding how the brand stacks up against competitors, it does not help in knowing the brand’s full market potential or how to act to achieve better results.

Internal Reference Point: The Email Uplift Score grades a brand’s email campaign performance relative to its own store performance of similar but non-email store shoppers. This method of scoring is called ‘uplift modeling.’ This way, we can determine if the brand’s email campaigns are achieving their full market potential, identify what worked or didn’t, and suggest what can be done to produce better results.

Why is eMail Uplift Score important?

Unlike other non-ecommerce-specific email scores, the eMail Uplift Score is specifically designed for ecommerce marketing teams, providing assessments of how email marketing influences shoppers’ online buying experiences.

This depth of ecommerce data analysis enables email marketers to access detailed, actionable insights into online shopping activities, including email shoppers’ engagement, landing page effectiveness, product-contact fit, and order value, facilitating sustainable and profitable revenue growth.

What is the value of eMail Uplift Score?

The value of an eMail Uplift Score lies in its ability to enhance email marketing strategies specifically for e-commerce businesses. Here are some key benefits:

Targeted Marketing:

By analyzing how different segments of your customer base respond to various email campaigns, an eMail Uplift Score helps tailor content to meet the unique preferences and behaviors of different groups. This targeted approach can improve engagement rates and conversion.

Customer Insights:

This score provides deep insights into customer behavior, such as purchase patterns, product preferences, and responsiveness to certain types of email content. Understanding these aspects allows marketers to craft messages that are more likely to resonate with the audience.

Optimization of Campaigns:

Regular feedback from the eMail Uplift Score allows marketers to continuously refine their email strategies. This could involve adjusting the timing of emails, experimenting with new call-to-action (CTA) placements, or tweaking email designs to see what yields the best open and conversion rates.

Revenue Growth:

By leveraging the insights provided, businesses can increase their email marketing’s effectiveness, directly impacting revenue. More effective emails lead to higher sales, especially when promotions and recommendations are aligned with consumer preferences.

Resource Allocation:

Knowing which strategies and types of content work best allows businesses to allocate their resources more effectively, reducing waste on ineffective marketing and focusing on areas that generate returns.

Lower email list churn rate

Improving your eMail Uplift Score can decrease the frequency with which people unsubscribe from your email list or delete emails without reading them.

Overall, an eMail Uplift Score can be a powerful tool for boosting the efficacy of email marketing campaigns, leading to higher engagement, better customer retention, and increased sales.

How does eMail Uplift Score work?

eMail Uplift Score is an intelligent analytics app designed to help email marketers better manage how well their email campaigns are performing on their live ecommerce site.

Using a proprietary scoring algorithm, Email Uplift Score generates easy-to-read reports that include an overall score as well as individual scores in four key areas of email marketing:

• Email Shopper Acquisition:

Are you engaging your email contacts in a relevant way? Or are you wasting hundreds, even thousands of contacts per month on irrelevant email messages that never convert?

• Engagement with Landing Pages:

Are your email landing pages stimulating shopper engagements? A high Landing Pages score has a major impact on your email effectiveness, improving average page views and increasing sales.

• Monetization:

Are you promoting the right products to the right shoppers? An increased Products score indicates a better product-market fit, leading to more revenue per email contact.

• Retention:

Are you able to retain customers? An increased Lifetime Value score correlates with sustainable revenue growth from the existing customers.

To access all these insights, all you have to do is link your Google Analytics account with Obviyo. Within seconds, your reports will light up.

What are some other reasons to use the eMail Uplift Score?

Ask yourself these questions:

• Do you have a sneaking suspicion that your email campaigns could be doing better?
• Need to justify greater investment in email marketing to your management?
• Just curious if all your hard work in email marketing has paid off?
• Want to show off to your coworkers what email marketing rock star you are?

Any and all of these are great reasons to use the Email Uplift Score to get a free, instant report on your account and see how your email metrics stack up.

What if my eMail Uplift Score isn’t great?

Whether you’re a busy small business owner, a marketing freelancer, an agency executive, or your company’s digital marketing lead, we can help you find the right solution to address any issues the Email Score uncovers in your email marketing.

Our solutions can empower you to drive meaningful business results with ecommerce revenue growth — not just with email analytics but also with email recommendations and online store personalization.

Whatever your goals, we’re a trusted business partner you can count on.

How do I improve my eMail Uplift Score?

Your eMail Uplift Score is influenced by several factors, such as the relevance of the products to the audience and the corresponding landing pages, the engagement rate of email recipients, your order value, among others. However, the primary goal is to craft emails that enhance the shopping experience by improving:

• Email relevance:

Craft emails that meet the product needs of the target audience and build highly segmented audience groups for easier targeting. If your goal is to encourage exploration rather than immediate purchase, design your emails accordingly.

• Landing page relevance:

Ensure that your emails lead shoppers to landing pages that facilitate easy discovery of products they are interested in.

• Monetization:

Align your emails with the product needs of your audience to avoid scenarios where emails promote certain products, but shoppers end up purchasing others.

• Retention:

Focus on increasing customer lifetime value and profitability with products that naturally bring customers back to your store, avoiding reliance on price discounts to sell.

Managing the diverse factors that affect your eMail Uplift Score can be challenging when done alone. We provide a suite of additional apps designed to help you achieve your objectives.

Access to your online store data is essential for generating the eMail Uplift Score.

Therefore, we require access to:

• Google Analytics: This offers the rich web analytics data necessary for scoring.
• Google Merchant Center (optional): This supplies the product metadata needed for visual product recommendations.

If you don’t have access to Google Analytics or Google Merchant Center, you should request someone who does to establish the connection with Obviyo.

Note: Your data will be used solely to calculate your score and will never be shared with anyone (see our Privacy Policy for details).