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The ROI Report

Gina Butterworth
Gina Butterworth
  • Updated

In this article, we’ll look at the ROI Report, what it means, how to run it and what information you can find by using it.

Before reading this article make sure you’re familiar with:

 

What does ROI mean?

ROI stands for Return on Investment. It is a metric used in marketing to measure the cost effectiveness of activities. 

The ROI Report in Spektrix helps you track this impact by determining the initial cost of sending the email versus the impact of a particular mailing. You can use this information to help measure how effective your email and postal campaigns are and develop your strategy for future mailings.

 

Recording Mailings for the ROI Report

To be able to use the ROI Report on both Integrated and Standard Mailings, you’ll need to make sure you’re correctly recording your Mailings within Spektrix.

When you send or record a mailing in Spektrix, you can select one or more Target Events. If you’re sending a Standard Mailing, you’ll also need to make sure that your Fulfilment Method cost is up to date. Adding this information means you can then measure the impact of the mailing in terms of tickets sold and income generated.

You can find more information in Recording Mailings, with instructions on how to register your mailings.

 

Running the ROI Report

You can run the ROI Report directly from the record of the sent mailing you’d like to assess. You can find a list of your sent mailings in the Insights and Mailings interface > Mailings > Mailings:

 

Here you can see all of the mailings that you have sent on your system. You can click the Search button to show a list of all of your past Mailings in date order, or you can search for a particular Mailing using a search term.

 

 

When you click on one of your logged Mailings you’ll see a summary, along with the option to run an ROI report:

 

 

TIP: If you forget to add your Target Events you can do so by later adding them in after the Mailing is sent.

 

Understanding the ROI Report

Depending on whether you’re looking at a standard mailing or an integrated email, there are two slightly different ROI reports available. These are the ROI report and the Email ROI Report. 

You can run the ROI Report on either Standard or Integrated mailings, while the Email ROI Report is only available for Integrated Mailings.

WARNING: The Email ROI Report includes information on Open Rates which are no longer a reliable metric for measuring email Campaign engagement for Apple users. We recommend Click rate as a better way to track engagement. 

 

ROI Report

Here’s an example of the standard ROI report. This example Report has been run against a Standard Mailing for a single Targeted Event. You can run the ROI report against Integrated Mailings or Standard Mailings.

 

  1. At the top of the Report you’ll see a summary of information about the Mailing. The date the Mailing was sent, the Expected Receipt Date and the current number of Weeks Since the Expected Receipt Date.
  2. There are three ‘heat’ graphs that show Income due to Mailing, Number of tickets sold and Number of customer visits. 
  3. Weeks After Expected Receipt is indicated by the different colours. In the key, each colour represents a number of weeks since the mailing was expected to be delivered. 
  4. The title of the Targeted Events associated with this Mailing will show at the bottom of each graph. 
  5. In the Targeted Event Breakdown section you’ll see more detailed information about each of the Targeted Events selected when creating your mailing. 
  6. Income is shown in three figures. Total Income, Total Income due to Mailing and the income due to Mailing as a percentage of the total income. 
  7. Ticket Sales are shown as Total ticket sales, ticket sales due to Mailing and the ticket sales due to Mailing as a percentage of the total ticket sales. 
  8. Visits are shown as Total visits, Visits due to Mailing, and visits due to Mailing as a percentage of total visits.
  9. In the ROI Analysis section you can see figures for: number of customers in the mailing who purchased tickets, number of items sent (the number of recipients), the cost of sending each item (Mailing Fulfilment method), the
    total cost of sending this mailing (the price of a single mailing multiplied by the number of recipients) and the total value of ticket sales for targeted Events. 
  10.  Finally the Return on Investment is calculated as a percentage based on the Net Investment divided by the Investment. The Net Investment is calculated by the total value of sales minus the total cost of sending the mailing. The Investment is the total cost of sending the mailing.
  11.  Impact of Mailing Over Time (Value Sold) - this graph shows the value of tickets sold for Targeted Events over the period of weeks from the expected receipt of the Mailing.
  12.  Impact of Mailing Over Time (Number of Tickets)  - this graph shows the number of tickets booked for Targeted Events over the period of weeks from the expected receipt of the Mailing.

 

Email ROI report

This is an example of the Email ROI report. In this example we’re looking at a single Integrated Mailing with a single Targeted Event.

 

 

  1. The Target Event Summary includes data about number of customers, tickets booked and value of bookings for Target Events. 
  2. Email statistics show the number of sent, opened, bounced, blocked and opted out emails. This information comes from your Dotdigital account.  
  3. The Target Event Breakdown section shows the same information as in the Target Event Summary but split into  Emails Sent and Emails Opened.

 

If there are multiple Target Events, the Target Event Breakdown section lists out all of the selected Events into three tables. The tables are #Customers (number of customers), #Tickets (number of tickets) and Value of tickets. Each row in a table corresponds to a different Event.  

Here’s an example of how that looks for the #Customers table:

 

Further reading

To continue learning about Reporting on marketing activity then we’d recommend the following articles. 

You can also find more related articles in the Reporting section on the Support Centre.

You now have all the information to understand the ROI Report.