You’ve analysed your data and your recent email marketing campaign has achieved above industry average open and click rates. While that’s okay, do you know exactly how engaged recipients were with your content?
For years, marketing departments have leant on traditional methods to measure whether their digital comms have been an email marketing success or a catastrophic failure. However, brands are becoming more sophisticated in how they evaluate their campaigns, using methods such as link tracking, identification of visitors and eCommerce performance reporting to measure email marketing success.
So, relying solely on ‘vanity metrics’ are becoming a big problem in the world of marketing. Vanity metrics are seen as the amount of followers or likes, with no real substance.
The fact is, not everyone opening your email is truly engaged in what you have to say. Some might’ve accidentally clicked on your carefully crafted piece of content, while others will have sent it straight to the delete folder without so much as a ‘download’ button clicked.
Should I Still be Using Open and Click Rates to Analyse my Email Marketing Success?
Yes, don’t completely get rid of open and click rates because they’re still a valid measurement in email marketing success. However, don’t just focus on them if you want to understand your audience on a deeper level, and what content they’re most engaging with.
The good news is marketers can now – thanks to savvy marketing automation – delve into the detail and effectively measure their email marketing success. And the best place to start is by defining your campaign objectives. For example, are you:
- Wanting to maximise brand reach and awareness?
- Focused on data capture or commercial website visits?
- Prioritising enquiries, sales, cross and upsell opportunities, and more?
When you know what you want your digital comms to achieve, you can uncover and report on the relevant KPIs. You can then use these metrics to benchmark your previous/current performance versus what your new campaign delivers. Remember, your email content is simply a driver of action.
Why Lead Scoring is the Marketing Metric that Matters to Your Email Marketing Success
To truly measure your email marketing success, tap into the powers of lead scoring. If you’re not sure what this involves, here’s a scenario…
You’re a travel marketer and the holiday operator you work for is reopening facilities, and offering flights and getaway discounts following the global crisis disruption. You roll out a post-covid integrated campaign that targets couples wanting an overseas break during term-time in September.
You know these people want to feel safe in another country, so you produce a free guide on what a country’s covid guidelines are, the vaccinations latest, and so on. You also produce a blog covering restaurants that have reopened and how they’re protecting their customers.
Additionally, there might be discounts on flights during certain dates if your recipients click a dedicated link, and you could have a dynamic landing page specifically covering overseas destinations for couples.
If you’re sending this campaign to everyone as a ‘batch and blast’ delivery, you’ll soon receive a list of unsubscribers because they’re receiving irrelevant content. Batch and blast techniques are often killers for email marketing success rates.
However, with marketing automation you can drill down into your existing data and place numbers above the heads of each member of your segmented audience. Those individuals who are highly-engaged consumers – for example they’ve downloaded your guide, visited your landing page, or clicked your discounts link – have a figure of ‘99’. Others who are completely disengaged in your message are a ‘1’ or ‘2’.
Now focus on the ones with the highest numbers, tailor your marketing collateral accordingly, and ignore the 1s and 2s when you’re analysing your email marketing success data.
Those with a score of ‘99’ are already aware of your brand and most likely want to receive even more content from you. Give it to them and feed relevant information into your sales team so they can activate a human touchpoint such as a personalised phonecall.
That’s lead scoring.
The difference? Rolling out that exact same integrated campaign to an audience that isn’t interested will result in many unsubscribers. In the other circumstance, you’re interacting with recipients who want to find out more about you, and these individuals purchase something as a result.
Plugging in Force24’s email automation platform will help you to understand the metrics that matter so you can deliver email marketing success. With lead scoring functionality, effectively report, track and analyse your audience and each individual’s of-the-moment interests.
Find out how marketing automation can help you measure your email marketing success, download our free Email Marketing Playbook today.
To arrange a demo of Force24 – the UK’s fastest growing marketing automation platform – call: 0845 272 5990 or email: firstname.lastname@example.org