E-Marketing: Measurement

As I mentioned in my previous post I like E-Mail Marketing so much because you can see the results almost immediately. You can do this with the e-marketing system you are using as most will have a tracking code built into each mail.

As soon as the email is sent to your list of contacts you can see immediate results for opening rates and click throughs.

I generally give each email about 48 hours before putting adding this data into a report as the opening rate can increase over time, however it usually decreases drastically after the first 12 hours or so. Usually after 12 hours anyone who is going to will have opened it; for example people who don’t have access to their personal email at work.

Campaign monitor allows me to track the opening rates in numbers and percentage, the click through rates, the specific links the customer clicked on and any unsubscribes from this campaign.

I can also complete A/B testing of email subject lines on some of my contact list to see which performs best. I can then send the better subject line to the remainder of the list.

Data from the email campaigns can help you adjust your campaigns in the future to create better performing emails. Click through and opening rates and newsletter sign ups can all also be used as a Key Performance Indicator within a campaign.

E-Mail Marketing

This week in class we looked at Email Marketing: one of my favorite types of marketing simply because it has such immediate results.

We had a look at setting up a campaign within Mail Chimp one of the widely used systems available for email marketing campaigns. For work I use Campaign Monitor which is another highly ranked system for such campaigns. I find email marketing highly effective as it is a message directly into the mail box of customers who have signed up to hear about your offers- they are people who are highly likely to buy your product.

A new thing I learned about e-marketing and available systems were how to set up subscription forms to allow people to sign up to the newsletter. We already have a built in sign up on our website but not on our social media sites. Since class I have created this sign up form for both Facebook business pages I manage and promoted them to our followers.

We discussed the importance of Subject Lines and some tricks on how to get better opening rates with better subject lines and why giving people a reason to sign up for the newsletter is also important. Some of the challenges of email marketing is that people receive many emails on a daily basis, some of which they will start to see as spam. The key is to provide them with useful information in your emails to entice them to continue opening the emails in the future.