Driving websuccess email_2
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With an open rate of 11.5% and a clickthrough rate of 2%, we are looking at averages that rival what would be considered above average in regular print-based direct marketing. But the clickthrough rate does not tell the whole story. Email effectiveness cannot be separated from overall site effectiveness. They’ve got to work together to achieve the desired result. Therefore, every marketer needs to understand where email sits in the overall conversion engine.
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Driving websuccess email_2
- 1. 10/31/11 Driving Email Success: Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058 Measuring Beyond the Clickthrough 10/31/11
- 2. Email is Useless! If it doesn’t convert.
- 5. Email Common Definitions: Open rate: how many TOTAL opens Uniques: How many Recipients Opened it. Hard Bounce: Incorrect address, No recipient (cull from list) Soft Bounce: No server space, fell into spam, other blockage Clickthrough: Clicked on a link Conversion: Led to desired action
- 12. Effective Email: Measure Thru Conversion Trusted email Targeted Campaign ? What happened to my Clickthroughs? Web site
- 19. Targeting Email Messages: Always seek relevance Segment Your Lists Focus Your Message To Each List Provide Value in Every Message What are the Needs and Desires of My subscribers?
- 20. Remember the Goal: CONVERSION
- 21. Email Measurement From open to conversion
- 26. 10/31/11 Email Function in the Sales Funnel REACH ENGAGE CONVERT $$$ RETAIN EMAIL EMAIL WEB SITE CUSTOMERS
- 30. Email is a REACH mechanism, feeding leads to your site
- 32. Full Cycle Email Measurement: 10/31/11 Define Drivers Set of goals and targets for web optimization project Clear understanding of success factors for web site Activity Deliverable Benefit Build Metrics Create measurement criteria plus tool configuration Gain critical insight into web performance Plan Actions Map of improvements, based on analytics Targeted, achievable improvement goals Create Changes Development and delivery of actual improvements A web site that responds to quantifiable critique Measure Success Evidence of improvement by percentage Proof that the process resulted in. . . . . . Better Web ROI
- 33. Putting it All Together. . .
- 34. Andrew Edwards [email_address] Phone: (212) 808-3058 @Aedwards_TL www.technologyleaders.com Thank You!
Notas del editor
- I’m not going to pretend it’s simple or easy to get this tracking done. Let’s first assume that somewhere in the organization, someone is already doing web analytics, and that it’s at least in a semi-mature state. It’s fairly typical for something to be in place. A couple of technical challenges here, and an organizational one, too. Take these notes back to your IT people, because they will need to be involved. You need to establish proper campaign identification—it’s a nomenclature issue; putting ID tags on your campaigns so they can be tracked through the web site. And then there’s campaign attribution. Let’s say it took three campaigns to get someone to convert. Does the last email you sent get all the credit? It should not. Knowing how to parcel out the influence of each campaign is really important in understanding what actually led to the success. Then there’s the issue of getting your creative team behind the idea of optimization: in a way, its about learning from what didn’t work and moving incrementally towards what does work.