2014年3月20日 星期四

Measure your success of email marketing!

Measurement_Email_Marketing
More than 30% email marketers overlook the importance of measurement. They send out the email and do not analyze the recipients’ actions. Yet, measurement is a must to maximize the revenue reaped from email marketing. It’s the prerequisite of segmentation, improvement as well as evaluation of eDM campaign.


 Segmentation  

 

Improvement_of_email_marketing_made_by_measurement
Last blog, I had shared one of the powerful email marketing strategies: segmentation. However, another email marketing strategy is necessary to be taken in order to practice segmentation, measurement. Still remember one of the segmentation criteria? Users’ activities. Without measuring users’ activities, say open rate and click rate, you can’t do the segmentation to boost customer loyalty. While only 42% of email marketers have utilized segmentation, open rate and click rate are the common criteria they use to segment their subscribers. They group the recipients into groups according to their engagement level. For example, reengagement email can be sent to users who are not engaged with the email. This tactic is essential to engage users and create new leads.

 Understand your customers and make improvement 


Measurement tells you about the market trend, say, what your customers prefer. You can track what products interest them most and what information bothers them via email marketing. Measurement must be the market research involving lowest cost. By analyzing the statistic of readers’ activities, you can improve your marketing strategies according to customers’ preference. For instance, readers’ preference can be tracked by just measuring the click rate of call-to-action as readers will click to view more information of the enticing products. More relevant and compelling call-to-action, which also means the products, will drive higher click rate. You can spend more budgets on promoting that product to meet the customers’ needs.

 Evaluation of eDM campaign 


Moreover, you can never know how successful your email marketing is without measurement and analysis. Analyzing users’ activities can actually improve your email design which in turn generates higher ROI. For example, you may notice a high browsing rate of certain products pages, however, the click rate of the call-to-action in email which directs users to those products pages may be unsatisfactory. Then, you will have to look into the email design, especially the design of call-to-action, to see if it works well. Is the call-to-action placed at an eye-catching location? Does it convey values to readers? Analysis of statistic does a good job in improving your email marketing. On the other hand, by measuring the eDM campaign, say, total web traffic drove, order increased, or even revenue created, gives you an insight of effectiveness of email marketing. Some email marketers simply complain against the ineffectiveness of email marketing without measurement. They will see the power of email marketing once they put effort on measurement and analysis.


Measurement is a must to maximize the revenue reaped from email marketing. To design effective email marketing strategies, measurement is the step you can’t overlook.

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