good better best: how to measure the success of your email marketing
TRANSCRIPT
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© Constant Contact 2015
Good, Better, Best! How to evaluate the success of your email marketing
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© Constant Contact 2015
Tamsin Fox-Davies Small business evangelist Email: [email protected]
Hello…
Questions after the event?
/SmallBizMarketingMentor @TamsinFD
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How we work together
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Why are we here today? Why are we here today?
Reports Analytics
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Provide a business
advantage
75%
Help retain customers
67%
Small businesses believe that reports and analytics...
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How do reports and analytics relate to your marketing?
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At its core, marketing is about getting results.
1. Marketing with reports and analytics
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show you what is
happening
now
help you make decisions
for
tomorrow
What are reports and analytics?
Reports Analytics
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Types of campaigns and reports
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2. Marketing campaigns types and reports
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Look into individual campaigns
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Which reports matter?
2: Marketing campaign types & reports
•Open rate Indicates which subject lines & topics interest your audience
•Click-through rate Indicates which content, products & services are most relevant
•Bounces
•Spam reports
•Opt-outs
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To see a the 36 country full list of open rates, visit: bit.ly/ctctopenrates
Government Agencies 34.08%
Art galleries/museums 32.06%
EDUCATION 26.30%
HOTELS 21.74% Entertainment 20.06%
Medical Services 34.87%
nonprofit education 33.57% Nonprofit Religious Organizations 40.24%
RESTAURANT 22.72%
Retail 17.96%
Salon & Spa 21.22% Travel 19.08%
LEGAL SERVICES 28.24%
Manufacturing & Distribution23.74% Publishing22.88%
Travel & Tourism 19.08% sports & recreation 26.13%
EVENT PLANNER21.46%
Consultant 9.85%
Salon & Spa 21.22% Government Agencies 34.08%
ENTERTAINMENT 20.06% Nonprofit Religious
museums Medical
ORGANIZATIONS Manufacturing & Distribution23.74%
RESTAURANT 22.72%
Salon & Spa 21.22% Entertainment
Manufacturing & Distribution 19.03%
MANUFACTURING & DISTRIBUTION 8.95%
MANUFACTURING & DISTRIBUTION 17.91%
MANUFACTURING & DISTRIBUTION 17.91%
Hotels 21.74%
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2. Marketing campaigns types and reports
Campaigns and Reports
Email Event Survey Offer/ Promotion Donations Social Media
• Open rate Indicates which subject lines & topics interest your audience
• Click-through rate Indicates which content, products & services are most relevant
• Bounces
• Spam
• Opt-outs
• Registration status Indicates effectiveness of your promotions & number of people interested in your event
• Attendance Indicates if event topic, logistics and promotions appealed to audience
• Payment status
• Response rate Indicates how many customers are engaged with your business & call to action
• Open rate
• Click-through rate to survey
• Number claimed/ sold Indicates which products, services & offers your audience prefers
• Revenue
• New customers
• Audience reach
• Shares
• Funds raised Indicates success of communication& audience interest
• Number of donors Indicates awareness of appeals & level of investment
• Donation amounts
• Engagement Indicates if fans are connecting to content
• Click-through rate Provides information on which multimedia, blog posts, products or services resonate
• Reach
• Fans/ followers
• Open rate
• Click-through rate
• Bounces
• Spam
• Opt-outs
• Registration status
• Attendance
• Payment status
• Response rate
• Open rate
• Click-through rate to survey
• Number claimed/ sold
• Revenue
• New customers
• Audience reach
• Shares
• Funds raised
• Number of donors
• Donation amounts
• Engagement
• Click-through rate
• Reach
• Fans/ followers
Reports measure...
Campaigns
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2. Marketing campaigns types and reports
Email: What if?
Email Event Survey Offer/ Promotion Donations Social Media
High open rate
Make it even better: • Find the best time & day
• Identify best keywords
• Segment your audience by interest
High open rate, low click-through rate
Improve it by: • Have a strong call to action
• Make email mobile friendly
• Keep email short
Low click-through rate
Improve it by: • Watch timing & frequency
• Write a strong subject line
• Send relevant, engaging content
Low open rate
Low open rate, high click-through rate
Make it even better: • Format links to stand out
• Offer links to preferred content
• Segment audience based on clicks
High click-through rate
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Spotlight on the “click-though”
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2. Marketing campaigns types and reports
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Next steps
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• Set benchmarks for yourself.
• Set a frequency to review reports and make changes to your marketing.
• Don’t change everything at once.
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