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© 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: [email protected]
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.
