Good better best: How to measure the success of your email marketing

© Constant Contact 2015

Good, Better, Best! How to evaluate the success of your email marketing

© Constant Contact 2015

Tamsin Fox-Davies Small business evangelist Email: tfox-davies@constantcontact.com

Hello…

Questions after the event?

/SmallBizMarketingMentor @TamsinFD

How we work together

Why are we here today? Why are we here today?

Reports Analytics

Provide a business

advantage

75%

Help retain customers

67%

Small businesses believe that reports and analytics...

6

How do reports and analytics relate to your marketing?

7

At its core, marketing is about getting results.

1. Marketing with reports and analytics

show you what is

happening

now

help you make decisions

for

tomorrow

What are reports and analytics?

Reports Analytics

Types of campaigns and reports

9

2. Marketing campaigns types and reports

Look into individual campaigns

10

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

12

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%

13

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

14

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

Spotlight on the “click-though”

15

2. Marketing campaigns types and reports

16

Next steps

17

• Set benchmarks for yourself.

• Set a frequency to review reports and make changes to your marketing.

• Don’t change everything at once.