In email marketing, every email is an opportunity to test and refine the creative. A simple tweak in your email campaigns could squeeze in some additional clicks, opens and even extra revenue from your subscribers. So where do you start?
Marketing is a process of nurturing interested prospects from awareness and info gathering through preference to conversion. E-mail has become our tool of choice because it's widely used and accepted, flexible, easy to change or update and it's cheap. But assuming a prospect needs a series of messages or branded interactions between initial interest and sale, what's the best way to engage, entertain and grow the relationship?
There is a clear, if unacknowledged, difference between jamming messages down their throats and building a customer-friendly sequence of messages that keep you top of mind without turning off your prospects.
New research by MarketingSherpa casts some light on the topic by documenting the mis-match between marketers' perceptions and their prospect's perspective. The key take-away is that the two are out of synch. Marketers love the tools they've bought and used time and time again like white papers, research studies and content considered "educational."
But many customers could care less about getting this stuff. This corresponds to my experience with many brands who have put carpet bombing e-mail programs in-place with little regard for frequency, segmentation or the content needs of prospective buyers. The marketing effort is rooted in and measured by showing outbound activity rather... Read more
I know, I've "Geek-ized" a pop sensation. I couldn't help it. The temptation was too strong. It seems analytics has become the talk of the town in marketing. Everyone is discussing measurement and ROI and how analytics is helping them make better decisions about marketing spend.
However, as all contestants are not created equal, neither is analytics. The discussions I've seen span a wide spectrum of tactics described as analytics — from the most sophisticated cause-and-effect analysis to the most basic calls and clicks response tracking.
I categorize analytics discussions into three categories: arithmetic, mathematics and statistics:
Arithmetic. The first, and most basic, primarily delves into the primary reporting of response and conversion metrics, such as calls received or accounts generated.
Mathematics. The intermediate, combines reporting with high-level trends and insights obtained through effective data mining.
Statistics. The most advanced, delves into cause-and-effect relationships to determine the effects of the often tangled nature of various marketing stimuli.
None of these is right or wrong, and each level acts as a springboard to the next higher level, but each provides answers that can lead you in different directions. So let's look at three examples and what each area of analytics will tell us.... Read more