You’ve sent campaigns, your work is done. Now it’s time to learn from it. With change being the only constant, you must always measure your campaign’s results to know what is working and what isn’t.
So what should you measure? What impact did your campaign have?
Overall the marketing effectiveness of your campaign will be measured by the short-term and long-term increase in revenue, and by your company’s costs of customer acquisition.
Now that you’re sold on the importance of measurement, what exactly do you need to measure? Some metrics focus on branding and some on-demand generation. Let’s say you’re running an email marketing campaign. Here’s a list of the four key deliverability metrics you should be tracking, why they’re important, and how they can help you improve your reach and effectiveness.
Bounce Rates
High bounce rates will negatively impact your sender reputation. A poor sender reputation can cause email providers to push you to a junk or spam folder instead of the inbox. It can also lead to you getting blacklisted—the worst possible outcome for an email marketer.
Open Rates, Click-Through Rates, and Engagement
Low engagement will be considered a negative signal, so it’s essential to monitor these rates over time and use them to improve components like subject lines, body copy, and calls-to-action.
Unsubscribe Rate
Be sure you have set your managed preference center to help contacts opt-down and choose what messages they’d still like to receive instead of completely opting out of your email programs. However, some contacts will want to unsubscribe from your list altogether.
Inbox Placement Rate
Even if your email doesn’t bounce, it may not be delivered into the inbox. It’s important to measure and compare your delivery rate to your inbox rate. Some of your emails could be hitting spam folders. You won’t know how many until you run an inbox placement analysis. Additionally, if your spam rates increase over time, this could prevent future mail from reaching prospects and customers.
If you’re unsure how to monitor these statistics, reach out to us at CRM Experts Online. We can work with you to help you monitor these aspects of your email campaigns.
CRM & ERP Enterprise Technology Expert and Entrepreneurial Executive with 20+ years of leading CRM, ERP, Customer Experience, and Block-chain initiatives and projects across internal and customer facing technologies. Proven success in closing large deals in Pre Sales customer facing engagements and deploying enterprise wide CRM & Customer Experience solutions internationally and domestically.