© Constant Contact 2015

Measuring Your MarketingHow to use reports and analytics to evaluate your marketing campaigns

© Constant Contact 2015

Candy Jones-GuerinOwner, WebWorld Advantage

candy@webworldadvantage.com #webworldadv

Welcome!

Constant Contact, Authorized Local Expert

Social Media, Web Design, Email Marketing

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

Small businesses believe that reports and analytics...

Agenda

7

1. Marketing with reports and analytics

2.Marketing campaigns types and reportsa. Email

b. Event

c. Survey

d. Offers and promotions

e. Donations

f. Social media

3. How to evaluate a marketing campaign

Agenda

8

1. Marketing with reports and analytics

2.Marketing campaigns types and reportsa. Email

b. Event

c. Survey

d. Offers and promotions

e. Donations

f. Social media

3. How to evaluate a marketing campaign

1. Marketing with reports and analytics

9

How do reports and analytics relate to your marketing?

10

At its core, marketing is about getting results.

1. Marketing with reports and analytics

What are reports and analytics?

Reports Analytics

12

To see the full list of industry 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 Government Agencies 34.08%

ENTERTAINMENT 20.06%Nonprofit Religious

museumsMedical

ORGANIZATIONS & Distribution23.74%

RESTAURANT 22.72%

Salon & Spa Entertainment

& Distribution 19.03%

MANUFACTURING & DISTRIBUTION 8.95%

MANUFACTURING & DISTRIBUTION 17.91%

TION 17.91%

Hotels 21.74%

Agenda

13

1. Marketing with reports and analytics

2.Marketing campaigns types and reportsa. Email

b. Event

c. Survey

d. Offers and promotions

e. Donations

f. Social media

3. How to evaluate a marketing campaign

2. Marketing campaigns types and reports

Types of campaigns and reports

14

2. Marketing campaigns types and reports

Look into individual campaigns

15

16

2. Marketing campaigns types and reports

Campaigns and Reports

Email Event Survey Offer/Promotion Donations Social Media

• Open rateIndicates which subject lines & topics interest your audience

• Click-through rateIndicates which content, products & services are most relevant

• Bounces

• Spam

• Opt-outs

• Registration statusIndicates effectiveness of your promotions & number of people interested in your event

• AttendanceIndicates if event topic, logistics and promotions appealed to audience

• Payment status

• Response rateIndicates how many customers are engaged with your business & call to action

• Open rate

• Click-through rate to survey

• Number claimed/soldIndicates which products, services & offers your audience prefers

• Revenue

• New customers

• Audience reach

• Shares

• Funds raisedIndicates success of communication& audience interest

• Number of donorsIndicates awareness of appeals & level of investment

• Donation amounts

• EngagementIndicates if fans are connecting to content

• Click-through rateProvides information on which multimedia, blog posts, products or services resonate

• Reach

• Fans/followers

• Open rateIndicates which subject lines & topics interest your audience

• Click-through rateIndicates which content, products & services are most relevant

• Bounces

• Spam

• Opt-outs

• Registration statusIndicates effectiveness of your promotions & number of people interested in your event

• AttendanceIndicates if event topic, logistics and promotions appealed to audience

• Payment status

• Response rateIndicates how many customers are engaged with your business & call to action

• Open rate

• Click-through rate to survey

• Number claimed/soldIndicates which products, services & offers your audience prefers

• Revenue

• New customers

• Audience reach

• Shares

• Funds raisedIndicates success of communication& audience interest

• Number of donorsIndicates awareness of appeals & level of investment

• Donation amounts

• EngagementIndicates if fans are connecting to content

• Click-through rateProvides information on which multimedia, blog posts, products or services resonate

• Reach

• Fans/followers

Reports measure...

Campaigns

17

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

18

2. Marketing campaigns types and reports

Event: What if?

Email Survey Offer/Promotion Donations Social Media

Low registration

Improve it by:• Check time, date & location

• Keep registration form simple & short

• Promote the event, but don’t push it

Low registration, high attendance

Make it even better:• Stay with similar time, date & location

• Survey to find out what’s working

• Send reminder & include multimedia

High attendance

Make it even better:• Promote event on multiple channels

• Include multimedia in promotions

• Give past attendees early registration

High registration

High registration, low attendance

Improve it by• Select a better time, date & location

• Provide incentives

• Send reminders

Low attendance

Event

19

2. Marketing campaigns types and reports

Social Media: What if?

Email Survey Offer/Promotion DonationsEvent

High engagement

Make it even better:• Offer topics that interest them

• Share types they like (text, photo, video)

• Optimize times and dates that work

High engagement, low click-rate

Improve it by:• Offer reasons to click links

• Keep posts visually interesting

• Post often, but not too often

Low click-rate

Improve it by:• Offer useful, entertaining content

• Post when your fans are online

• Include multimedia

Low engagement

Low engagement, high click-rate

Make it even better:• Repeat successful calls to action

• Post content that the audience clicks

• Offer exclusive content on social network

High click-rate

Social Media

Spotlight on the “click-though”

20

2. Marketing campaigns types and reports

21

Agenda

22

1. Marketing with reports and analytics

2.Marketing campaigns types and reportsa. Email

b. Event

c. Survey

d. Offers and promotions

e. Donations

f. Social media

3. How to evaluate a marketing campaign

3. How to evaluate a marketing campaign

23

3. How to evaluate a marketing campaign

Set a goal

24

3. How to evaluate a marketing campaign

Set a goal

Identify success metrics

7% Click Rate

16% Open Rate

3. How to evaluate a marketing campaign

Set a goal

Create a campaign

Identify success metrics

3. How to evaluate a marketing campaign

Check out our new website!Half Moon Yoga <halfmoon@constantcontact.com

Inbox

Contacts

Favorites

Chat

Mailbox

Set a goal

Create a campaign

Identify success metrics

Send the campaign

3. How to evaluate a marketing campaign

Set a goal

Send the campaign

Review reports

Create a campaign

Identify success metrics

10% Click Rate

12% Open Rate

28

3. How to evaluate a marketing campaign

Set a goal

Send the campaign

Review reports

Apply lessons

Create a campaign

Identify success metrics

Check out our new website

Before

Registering for your favorite class just got easier!

After

Set a goalSelect the best campaign for

your goal

What metrics will define success? Results What worked? What didn’t?

Drive traffic to the newHalf Moon Yoga website

SAMPLE

• Email • Event• Survey• Offers/promotions• Donations• Social media

•Open rate – average is 16%

•Click rate – average is 7%

•Open rate – 12% - lower than expected

•Click rate – 10% - higher than expected

•Call to action was clear and easy to find

•Kept content short•Listed benefits of using

the website

•Subject line was not compelling.

•Try a different day of the week and time of day

• Email • Event• Survey• Offers/promotions• Donations• Social media

• Email • Event• Survey• Offers/promotions• Donations• Social media

• Email • Event• Survey• Offers/promotions• Donations• Social media

3. How to evaluate a marketing campaign

29

Next steps

30

• 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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