Arenatip #7 - How to get a direct ROI from your email campaigns?

The world of communication and marketing is vast, and it is often difficult to prove the direct business value of your operations. Yet, your management is likely asking: "Are our email campaigns actually generating revenue?" or "What is the business impact of your team?"

We are here to help you answer those questions. With our tool, you can measure the ROI of your campaigns by analyzing the impact on recipients, openers, and clickers.

Objectives

• Determine the impact of your campaigns on your club's revenue for a specific match.
• Justify marketing and sales investments.
• Optimize your strategy.

Step 1 - Target the campaign to analyse in Brevo

In this example, we will focus on the openers of a campaign. The same approach applies if you want to target clickers or recipients.

On Brevo :

1. Access contacts
   1. Go to the Contacts page in Brevo.
      
      
2. Filter the openers of the campaign
   1. Click on Add a filter.
   2. Select Email, then Email opened.
   3. A blue line will appear with the option "Choose which emails".
   4. Choose the email campaign you want to analyze by selecting
      "is exactly > [Your email]".
      
      
3. Export the list of openers
   1. You now have a list of all contacts who opened your campaign.
   2. Check the box on the left to select all contacts displayed on the page.
   3. On the right, select "All contacts" to include the entire list (otherwise, only 20 contacts will be exported).
   4. Click More actions and then Export.
      
      
4. Download the file
   
   1. Your file is now ready.
   2. Click on the Notification icon (small bell at the top of the Brevo page).
   3. Select View all activities and download your file to your computer.

Step 2 - Obtaining the ROI of a campaign for a specific event/product

On Arenametrix:

1. Create a folder to organize your lists
   1. Go to the Contacts > Lists tab.
   2. Click the "+" button to create a new folder.
   3. Name your folder, for example: "ROI Study".
      
      
2. Import your openers file
   1. In the Contacts > Import tab, select the file of openers you previously downloaded from Brevo.
   2. Name this list with the campaign name and the match/product analyzed, for example: "Campaign X - Match Y".
   3. Map the fields correctly, ensuring that Email and First Name/Last Name are properly assigned.
      
      
3. Store the imported list in the folder
   1. Once the import is complete, your list is created.
   2. Move it to the "ROI Study" folder for better organization.
      
      
4. Access the ROI analysis
   1. Go to the Sales > Table tab.
   2. Look for the recently imported list in the Lists section.
   3. Then, select the product/event you want to analyze in the top-right corner of the table.
      
      
5. Cross-Reference Data: Openers and Buyers
   1. You now have two fields combined: people who opened the email and those who purchased a ticket for the event.
   2. You can visualize the buyers who opened the email and compare them to those who didn’t at the bottom of your sales table.
   3. Use the "Group by" tab to refine your analysis.
      
      
6. Refine the Analysis by Time Period
   1. To refine your analysis, adjust the target period.
   2. Use the email send date to identify buyers and openers on the same day as the campaign.
   3. You can also extend the period to 3 days after sending, as some buyers may purchase within three days of receiving the email.

Congratulations! You now have the number of tickets sold thanks to this campaign and the revenue generated.

To go further:

• Analyze this study based on clickers for more precise insights.
• Expand the analysis to all recipients for a broader perspective.