How to measure email campaigns effectively?

We’ve been to a number of trade shows in the last few months and it’s still interesting to see that the number of companies offering email marketing solutions has not diminished. This led us to consider whether email campaigns continue to be an effective method for acquiring or communicating with your existing or potential customers.

Measuring results from your email newsletters involves a number of measures: -

  • Open rates
  • Click rates
  • Bounce rates
  • Abuse Complaints
  • Un-subscribe requests

To really measure you also need to set-up and measure your goals however lets look at some headline industry facts courtesy of research by Mailchimp of 669,419,234 emails sent by their service.

Mail Chimp found that of emails featuring Daily Deals or Coupons only 19.3% of recipients open this with only 1.9% clicking through. So for every 1000 emails only 193 are opened with only a further 3.66 or 4 visitors going to the site which is about as low as it gets but the figures for Gambling are slightly worse with only 3.26 people visiting the site.

The most effective industry is Photo and Video services with 26 visitors for every 1000 emails closely followed by Construction & Architecture with 23 visitors.

By the way for our industry Marketing and Advertising the visitor rates are not much better than gambling at 4.5 visitors.

So it remains to be seen how effective email marketing remains but it remains a numbers game, for example there are reportedly 4.8 million businesses in 2013 in the UK. If we were to run a campaign for Volcanic to all of them, we could expect to have over 21,873 visitors. We just need a list of all their email addresses – Any clues where we could find them?

What Does ‘Klout’ Really Mean?

“The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influence others. The Klout Score uses data from social networks in order to measure:

True Reach: How many people you influence
Amplification: How much you influence them
Network Impact: The influence of your network

An interesting story that i stumbled across one evening was that of Sam Fiorella. He had been recruited for a position at a well regarded marketing agency in Toronto. He had over 15 years of experience working with the likes of Ford, AOL and Kraft but there was one question that stumped him during his interview. He was asked for his Klout score, Fiorella pondered on this question and shortly after confessed to having no idea what a Klout score actually was.

The interviewer went on to show him what Klout was. They eventually came to find out Fiorella’s score, as it turned out his influence throughout his network was 34. The interview was cut short, Fiorella was eliminated as a candidate and lost out too someone else who was packing a Klout score of 67.

Much as Google’s search engine attempts to rank the relevance of every web page, Klout—a three-year-old startup based in San Francisco—is on a mission to rank the influence of every person online. Its algorithms comb through social media data: If you have a public account with Twitter, which makes updates available for anyone to read, you have a Klout score, whether you know it or not. You can supplement that score by letting Klout link to harder-to-access accounts, like those on Google+, Facebook, or LinkedIn. The scores are calculated using variables that can include number of followers, frequency of updates, the Klout scores of your friends and followers, and the number of likes, retweets, and shares that your updates receive. High-scoring Klout users can qualify for Klout Perks, free goodies from companies hoping to garner some influential praise.

But even if you have no idea what your Klout score is, there’s a chance that it’s already affecting your life. At the Palms Casino Resort in Las Vegas last summer, clerks looked up guests’ Klout scores as they checked in. Some high scorers received instant room upgrades, sometimes without even being told why. According to Greg Cannon, the Palms’ former director of e-commerce, the initiative stirred up tremendous online buzz. He says that before its Klout experiment, the Palms had only the 17th-largest social-networking following among Las Vegas-based hotel-casinos. Afterward, it jumped up to third on Facebook and has one of the highest Klout scores among its peers.

Klout is starting to infiltrate more and more of our everyday transactions. In February, the enterprise-software monolith Salesforce.com introduced a service that lets companies monitor the Klout scores of customers who tweet compliments and complaints; those with the highest scores will presumably get swifter, friendlier attention from customer service reps. In March, luxury shopping site Gilt Groupe began offering discounts proportional to a customer’s Klout score.

Here’s some high flying klout scores, who would have ‘belibed’ that Justin Bieber would have hit the perfect 100?

We like the idea of seeing how influential a person is when talking to them and that is why we have included Klout within Social Churn. You may be asking ‘why’? Well lets take for instance you find a good comment about your business, this is all very well and good but what if you could take the same tact as the hotel in Las Vegas? Be able to see an indication of how influential that person is and then cater to their needs. In return they may tweet/ comment about your service or business and the circle continues.

We’d love to know what you think of Klout? Our highest score in the office is 55, can you top that? Do you think it’s worthwhile or a load of hot air? Let us know via tweet

Content Content Content

 

Digital Content

It is strange how some truths always hold water! Over the years it has become clear to me that having something interesting to say is the acid test for successful marketing campaigns – whether it be empathising with your audience, challenging them, or simply providing a proposition that is simply too good to resist.

It’s something that sounds easy, but in reality can be quite difficult. In larger organisations the volume of stakeholders can be a barrier to getting the content in the first place and then to getting it approved! In smaller organisations, it should be easier, but you have not necessarily got the immediate audience or brand credibility to make it fly.

Most successful businesses have expertise that should be tapped and presented to customers through marketing – it needs to be packaged in a way that is understandable and digestable though – quite often I see content that has been delivered straight into a campaign with little shaping and as a result it looks out of place and the audience has little chance of understanding it.

Also, it can look like it has been designed by committee – once it has been through all the approvals it gets watered down to the point of blandness.  The solution here is to have as few stages as possible with one person who has a veto and will challenge stakeholders successfully.

It can be the most rewarding part of the marketing process however. Having something to say that is valued by your audience is a satisfying position to be in – it provides a personal boost as well as delivering an audience. For traditional marketing it can uplift response or awareness by a couple of percentage points, but for digital campaigns it can mean that your audience grows exponentially – purely because it is easy for your audience to find and share it.

In a way it ensures survival of the best ideas or content, which is great. What I propose is that marketers use digital and particularly social media channels to quickly research test marketing content and propositions – it has an immediacy that delivers results more quickly.  Test your content online and if it works well expand it and translate it for offline.  Remember though that it will need reworking for different formats.

Photo via (cc) Flickr user opensourceway