How to Use Email Marketing Metrics to Maximize Your Campaign ROI

email metrics

Email marketing campaigns are a handy way of reaching out to potential clients. 

Actually, even saying that is a bit of an understatement. Using email, businesses around the world reach out to hundreds of thousands of clients every year. 

That’s a lot of potential for marketing.

Still, a boxer’s punch is only as good as the length of their arm. Great marketing is less effective when it doesn’t reach enough people.

Today, we’ll be discussing how to use email metrics to measure whether your email is helping you hit your goals. With this information, you’ll be able to hone your digital marketing, with a focus on email.

Why Do Email Marketing Metrics Matter?

Marketing emails are unique, by their very nature.

From one company to the next, the content, goals, and duration of your campaign all depend on what you want to get out of it.

The one thing they all have in common, though, is that they’re an investment in your business’ marketing structure.

Nobody invests time or money into something that gives nothing back, especially when that thing is advertising. Success isn’t just important – it’s the only reason to keep your email marketing going.

But how do we measure success?

As it turns out, through the use of accurate and comprehensive metric measurements. 

Whether you’re growing your email database or marketing a new service, access to the numbers allows you room to adjust and perfect your plan.

Specific metrics can provide meaningful insights into the efficacy of your email campaign. Each individual metric can help to drive engagement in your program, by tailoring the way you approach it over time.

Remember: before you begin your campaign, you have to evaluate your objectives. What are you trying to do? What would you consider a success? Decide on the metrics associated with these goals, and work to refine your emails, accordingly.

Decide on the metrics associated with these goals, and work to refine your emails, accordingly.

Six Email Metrics To Focus On

Though not all email metrics are created equal, there are some areas you should be focusing on in order to truly streamline your marketing.

Clickthrough

This is the most basic metric to measure and adjust for the success of your email campaign.

Measure the percentage of email recipients clicking on links within your email. With this information, you can track and measure the changes associated with your A/B split testing. Moreover, you’ll be able to measure the effect of your content on the people you’re emailing.

Moreover, you’ll be able to measure the effect of your content on the people you’re emailing. The higher the percentage of people clicking through, the more effective the content.

Conversions

If clickthrough is the foundation of your email marketing, conversions are its walls, roof, windows and light fixtures. Without them, you’re out of luck.

Always be converting.

The idea is simple: if someone clicks through to your website, you want them to click, next, on something that benefits your business. Any click “with meaning” is considered a conversion, and this is an easy metric to follow.

Integrate your email and website metrics to showcase your conversions, for maximum ROI on your email marketing campaign.

Bounce Rate

Bounceback, for ROI purposes, has the opposite effect of a clickthrough or a conversion.

This is the total number of emails which did not successfully reach their recipients’ inboxes.

“Soft” bounces result from temporary problems with the address, while “hard” bounces are from broken addresses. While one is clearly worse than the other, it’s important to get this number as low as possible.

List Growth

A secondary metric that can really make a big difference in the way you conduct your email marketing is the rate at which your email list is growing.

The benefits of this metric are clear: the more people on your list, the wider your reach is. Similarly, if your list is shrinking, you’re clearly either doing something wrong or not giving people enough reason to stay with you. 

Sharing and Forwarding

In digital marketing, as well as anywhere else, you’re only as good as your reach.

The more people who get hold of your marketing content, the better the chances are that someone will click through or convert.

But how do you get your email into more hands than just those on your standard mailing list?

Through sharing.

Integrated links for sharing and forwarding your email content, give users the ability to “spread the word” about your brand, all on their own. And that brings with it the potential to reach hundreds or even thousands of readers you don’t even know.

With sharing email metrics, you’ll be able to see the spread of your content to addresses other than the ones on your list. Those new readers, in turn, will add to other metrics, which can also be measured.

It’s no stretch, from there, to examine your content and identify how it is being and clicked. From there, shifting your focus to improving and reproducing those areas is simple.

Total ROI

Every marketing campaign comes down to a simple question:

“Am I getting enough of a return for the money I’ve invested in this marketing?”

Luckily, when it comes to email marketing, it’s possible to measure Return on Investment (ROI) and get this exact information. 

Measure the performance of various emails, links, leads, and content, and compare these numbers to goals you’ve set up, beforehand. How many email leads, from the total number you’ve sent out, end up converting? How much did you spend in man-hours, putting this campaign together? Are you making your investment back, or could you, give time and a steady improvement?

How much did you spend in man-hours, putting this campaign together? Are you making your investment back, or could you, give time and a steady improvement?

Depending on your focus, it’s easy to see the return on investment in your marketing campaign using metrics to measure performance.

Use Your Email Metrics The Smart Way

Email campaigns are a great way of getting your business name in the email inboxes of any number of potential clients. 

The efficacy of a campaign like this relies on your ability to check the numbers, though. Depending on how you approach it, this information can be used to tweak, repeat, or scrap your email marketing.

Remember to plan which metrics you’ll use, and don’t waste your time on information that doesn’t benefit you.

Interested in the benefits of this and other awesome content marketing strategies? Visit us, today, and transform your marketing with our comprehensive services.

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10 Marketing Mistakes Your Business Can’t Afford to Make

Marketing Mistakes to avoid by MarketCrest

 

Some business mistakes are more costly than others. In the digital marketing world, there are at least 10 marketing mistakes that you simply cannot afford to make and still expect to achieve your revenue targets. Here are 10 huge mistakes to avoid.

1. You Don’t Have A Written Sales Strategy

Make sure Marketing and Sales know the revenue target required to reach your annual goal. Factor in the length of the sales cycle, close ratio, repeat business, capacity, onboarding and time to pay. Also collect information on existing customer revenue, anticipated growth, churn and carry over (sold fresh the previous year and in the coming year will bill a full 12 months).

When you know what you need to sell… and when you need to get it sold and billed, you are ready to build your marketing plan. 

2. You Don’t Have A Written Marketing Strategy

What is your one-page plan for supporting the revenue goal the way it needs to be sold this year (products/services)? What is your marketing expense required to execute on your marketing plan and how will the cost be allocated across the calendar year? Not sure if you are investing enough on your marketing? Check it against your industry and small business benchmarks (often 3-10% of sales depending on your industry and how mature your market is).

Analyze the previous year’s category spend and determine what to cut or expand. Create a SWOT analysis if needed.  How many personas (target audiences) will you be marketing to and can you segment the existing contact information to match. Do you need to secure additional contacts? Do you need to secure resources to help you attain your marketing goals? Have you considered all the marketing tools and technology available to support marketers in this app heavy environment?

43% of companies have an executive in their organization who is directly responsible for an overall content marketing strategy. (Curata, 2014)

48% of B2B marketers have a content marketing strategy, and 35% percent have gone so far as to document their strategy. (Content Marketing Institute, 2015)

3. Your Website Pages and Content Weren’t Designed For A Specific Purpose

Personas and Keyword analysis will determine your web page content and content plan for the year. Understanding your target audience is key to designing content for a specific purpose. Do you have content designed to help your target market get through their entire buying cycle? What if they are “kicking tires” and what do you have for them if they are deciding between your firm and one other?

52% of marketers support two to four roles and buyer personas with dedicated content. (LinkedIn Technology Marketing Community, 2014)

48% of marketers use dedicated content to support three to five buying stages. (LinkedIn Technology Marketing Community, 2014)

84% of B2B marketers and 85% of B2C marketers are actively looking to gain a better understanding of their audience or planning to do so in the coming year. (Content Marketing Institute, 2015)

4. Your Website Is A Static “Billboard”

Google rewards websites with lots of high quality, fresh pages. Quality content increases the likelihood of increased traffic, lengthy stays and high page rankings. Create content that engages an audience, keeps them on your page, or makes them return.

90% of consumers find custom content useful. (Demand Metric, 2014)

5. Your Website Is Not Built for Conversion

It is important that your website has the ability to reel in consumers and offer them an option to become engaged with the company. This allows you to create engagement, nurture them during the buying cycle, monitor and score their activity and nudge them to convert.

61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council, 2011)

Website conversion rate is nearly six times higher for content marketing adopters than non-adopters (2.9% vs. 0.5%). (Aberdeen Group, 2014)

Examples: Do you have strong Calls To Action (CTA) on your web or landing pages? Many companies rely on CTAs such as Speak to a Specialist, Request a Quote/Sample, Get Help Now! Request a Free Consult,  Sign Up Here, Download Here, and Follow or Share our Social Media Links.

6. You Don’t Publish Content

Consumers want a service or company that they can trust. Trust comes from being a credible source. One way to achieve credibility is to become an industry expert online by publishing original content that customers or other industry leaders may reference when looking up relevant information.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. It might be a blog article, web page, landing page, ebook, slide deck, video, webinar, photo, social media post, podcast, infographic, case study, white paper, check list, research paper, or a press release.

 75% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. (Demand Gen Report, 2014)

86% of B2B marketers report that their organizations are using content marketing, and 70% of them are creating more content than they did one year ago.

80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. (Roper Public Affairs, 2012)

marketcrest repurposing content

 

7. You Don’t Repurpose Existing Content

Consumers like to consume content in various ways. Some like to listen, some watch and some read. If you understand this, you can create content that is helpful to your visitors and customers and maximize its reach by repurposing content. Example: One, high-quality blog post or article can be turned into a slide deck, video, email, tweet, facebook post, brochure etc. Invest in quality content and remember to repurpose it relentlessly.

 

8. You Aren’t Building A List Of Relevant Contacts

Having a list of contacts is crucial. Keep track of all consumers, industry leaders, people who have visited your website or requested information, referrals, etc.

Also know even a good contact list will decay by about 20+% each year because people are constantly unsubscribing, switching jobs, moving or getting new email addresses. As a result, you must be building your database of contacts 12 months a year. Having a long list of contacts creates a bit of a “tribe” that can support your business in good time and in bad. Share industry and company news; new articles, ebooks and research…then when you are ready to introduce a new product and service they will be there to provide advice and spread the word.

With a list constantly in a state of decay, pay close attention to the formula for List Growth Rate:

 What It Is: The rate at which your email list is growing.

  • How to Calculate It: ([(Number of new subscribers) minus (Number of unsubscribes + email/spam complaints)] ÷ Total number of email addresses on your list]) * 100

 Example: (500 new subscribers – 100 unsubscribes and email/spam complaints) ÷ 10,000 email addresses on the list * 100 = 4% list growth rate

As we suggested, there is natural decay on your email list. It expires by about 22.5% every year. Always be growing your list…

9. You Don’t Email Your List At Least Once Per Month

Look, you can’t kill email! It’s the cockroach of the Internet, and that’s a compliment. Resilience is a good thing.

These days all emails are not created equally. A savvy marketer with the right technology, can set up workflows for email nurturing, include images, personalize with customer names, segment, and provide CTAs optimized for mobile. You have people willing to listen. Doesn’t your business have something important to say?

91% of consumers check their email daily (ExactTarget) and 48% of emails are opened on mobile devices (Litmus).

74% of consumers prefer to receive commercial communications via email (Merkle).

66% of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association) Email marketing has an ROI of 4,300% (Direct Marketing Association). 

Your company will want to measure your email program’s effectiveness. The most common email metrics are: sent, delivered, bounced, open (open rate), click (click rate or click to open), unsubscribe rate and marked as spam. Find the right key performance indicators for your business so you can test, tweak and improve.

10. Your Business Can’t Be Found Online

Here is how you got in this situation…

1) you are not actively performing on-page and off-page SEO

2) you are not helping people find your firm by using paid search or Pay Per Click ads (PPC)…

Just because people can’t find your company online, maybe it’s not the end of the world. Some companies don’t require online leads to increase sales. If you are one of those firms congrats…you are blessed almost beyond belief. For most of us, our potential clients use the internet to research and jump start their buying process. If we can’t be found…then it’s like we don’t exist….

By 2016, more than half of the dollars spent in US retail will be influenced by the web. (Source: Forrester Research )

Content creation ranks as the single most effective SEO technique. (Marketing Sherpa, 2013)

In search engine optimization, on-page optimization refers to factors that have an effect on your Web site or Web page listing in natural search results. These factors are controlled by you or by coding on your page. Examples of on-page optimization include actual HTML code, meta tags, keyword placement and keyword density.

In search engine optimization, off-page optimization refers to factors that have an effect on your Web site or Web page listing in natural search results. These factors are off-site in that they are not controlled by you or the coding on your page.

Examples of off-page optimization include things such as link popularity and page rank.

If your company is not helping people find you by using paid search or PPC (a quick hit)…get started the right way.

Tip #1: Identify which organic keywords drive traffic and convert on your website.

Tip #2: Determine how much you’re willing to pay for a lead or conversion.

Tip #3: Don’t Go It Alone

Paid Ads are a great way to “test” new landing pages (copy and CTA).

PPC can be a good quick hit but it doesn’t compare to proper SEO and content marketing per dollar spent, content marketing generates more than three times the number of leads than paid search does. (Kapost/Eloqua, 2012)

Content marketing costs between 31 and 41% less than paid search, depending on the organization’s size. (Kapost/Eloqua, 2012)

Summary:

Make sure to have a written sales AND marketing strategy. Create a website that has SEO optimized copy; fresh unique content; is constantly evolving and more than a static “billboard”… and has landing pages that produce conversions. You will want to have a list of relevant contacts (the making of a “tribe”) and make sure to be contacting them at least once per month.

If you are operating without a formal sales and marketing plan designed exclusively for the current year and your annual revenue target…you are operating on a wish and a prayer. You can repair the damage quickly though…contact the team at MarketCrest a request a free consultation. Tell us about your current business challenges and imperatives and we will share how similar companies are solving those issues using online or digital marketing.

 

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MarketCrest Hires Rachel R. Thomas as Marketing Coordinator

MarketCrest, a Plano, TX based marketing firm which focuses on online and inbound marketing, expands company by hiring a new Marketing Coordinator, Rachel R. Thomas.

PLANO, Texas (PRWEB) September 20, 2016

Rachel R. Thomas, a former University of North Texas student, has joined the MarketCrest team as the new Marketing Coordinator. Working alongside M. Scott Berry, Founder and Managing Director of MarketCrest, Thomas is helping deliver online marketing strategies, consultation, and content to existing clients, as well as helping take on new clients.

MarketCrest, a Plano, TX based marketing firm focusing on creating revenue for businesses through inbound and online marketing strategies, operates in five states. With a growing business and a need for a larger team, MarketCrest has decided to expand its marketing team in order to cater to new clients as well as fulfill their clients’ specific needs.

Thomas, with a B.A. in Strategic Communication and minors in Marketing and Social Science, brings new opportunity and insight to MarketCrest through expertise in social media management, PR content, marketing strategies and other online marketing services. Having graduated from the accredited and highly awarded Frank W. and Sue Mayborn School of Journalism, Thomas says that she is “ready to kick start her career and [is] excited to work for a company with high standards and client satisfaction.”

Founder, Scott Berry is looking forward to the future of MarketCrest as it continues to grow and succeed. With MarketCrest already offering consultation services, search engine marketing, content production, social media strategy and management, branding, website development, case studies and more, it is guaranteed that the future of the company will be profitable and promising.

“With the addition of Rachel to the team, it is going to allow MarketCrest to expand into new verticals and support our already growing SEO and Content Marketing business,” Berry said.

To learn more about the MarketCrest team or services provided get in touch with Marketing Coordinator, Rachel R. Thomas at rachel@marketcrest.com

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Why You’re Failing at Content Marketing

failing at content marketing

Content marketing is vital for any brand that wants to promote itself online. You need a content marketing strategy if you want your efforts to be fruitful. However, even with a strategy in place, you might find that your content marketing isn’t seeing the success you want it to. Are you failing at content marketing?

If you think you MIGHT BE failing at content marketing, there could be multiple reasons for it.

People often approach their content strategy in a disorganized manner. They don’t think about it in-depth.

There are many techniques you should think about. They will ensure your content strategy involves high-quality content on a consistent basis.

Here’s why you’re failing at content marketing and how to fix it.

You Aren’t Publishing Consistently

If you want to create a successful content marketing campaign, you have to be consistent. This applies to the frequency of your publishing and the quality of your content. Are you currently publishing only sporadically, when you can find the time?

This isn’t the best approach to take if you want your content to take off. You need to have new content available on a regular basis if you want to attract attention. You’ll have more to share and more information that’s helpful to your customers.

By publishing regularly, you can keep your website up to date and search-engine friendly. Plus, your social media posts will be more diverse. You also need to maintain consistent high quality in all of your content.

Your Content Is Too Short

How long is long enough for the articles that you publish? Many people choose a short 500 words per post. Some even decide on even shorter posts and publish them frequently.

However, longer content is often the best choice for a winning content marketing strategy.

There are several reasons to publish long-form content instead of sticking to shorter pieces. To begin with, people like reading longer articles. You can get more in-depth on the topic you’re covering and provide more information.

Search engines also like longer content and view it favorably over shorter pieces. Articles of at least 1000 words are a better choice than those of 500 words or fewer.

Your Content Needs to Be More Unique

How do you come up with ideas for your content? If you search for the topics you cover, can you find hundreds of similar articles? Perhaps you even rewrite content to make it suitable for your brand.

If you want people to share your content, it needs to be unique. It’s boring if it’s just like all the other content on similar topics. You don’t have to avoid writing about anything in particular. There are many subjects people have written about before that you can give your own twist.

But your content shouldn’t look almost identical to other pieces. It’s better for search engines and for people if it’s fresh and presents a new angle.

Don’t pump out boring content if you don’t have anything to say.

You Are Not Repurposing Your Content

Do you repurpose your content? If you don’t, you should be.

You might begin by publishing your content on your own website. But you can use it in a number of ways to spread it far and wide. For example, you should consider publishing your content on LinkedIn. This will allow you to reach a professional audience of people from your industry.

You can also repurpose content by turning it into different forms. Some people prefer visual content. Your blog posts could contain information that would make a great infographic. You could also make your content downloadable by turning it into a PDF guide or even a course.

Repurposing your content helps you make the most of it across a range of channels.

You’re Not Using High-quality Copywriters

Writing your own content can be a good idea if you have the time and the skills. But there’s a lot more to writing quality content than many people think. You might have some good ideas, but it takes a lot of work to turn an idea into a great piece of content. Perhaps you can bang something out in half an hour, but will it really be as good as you need it to be?

If you run a business or a website, you have a lot of other things to do. Not everybody is able to produce the high-quality content they need on a regular basis.

If you want to ensure you can publish consistently, you should access quality copywriters. You can pass on the responsibility of writing your content to someone else. They have the skills and knowledge to help you.

 

promote the best content marketingYou Aren’t Using Paid Social Media Promotion

You’ve published your content, and not you just have to sit back and wait for the clicks and shares, right?

If you’re wondering why not one is coming to look at your content, you need to get sharing it yourself.

Don’t rely on people discovering it on their own.

You should be using social media promotion especially. Make sure you’re using appropriate channels for your brand. It could be Facebook, Twitter, Instagram or Snapchat.

Sharing using free methods will help you reach your followers and their followers.

However, if you want to expand your reach you need to use paid promotion. You can do this on a range of platforms to reach out to people in the right demographic.

You Don’t Pay Attention to SEO

Remember that SEO is important for your content, even if you’re sharing via social media channels. You still want your content to be discoverable on search engines and for your website to have a good reputation.

If you’re not thinking about SEO when you choose topics and create your content, you’re missing out. It’s important to be up to date with the latest SEO content writing tactics. To make sure you’re following the rules, using copywriters to do all the hard work will help.

Don’t let your content marketing strategy be a failure. Publish high-quality content and promote it in the right places to make the most of your campaign.

About MarketCrest:

MarketCrest is a Marketing & Consulting Services firm focused exclusively on strategies that drive revenue growth. Simply put, we exist to help you compete and grow and we expect to be held accountable for your improved performance. MarketCrest provides Content Marketing, Marketing Automation and CRM solutions, and services for clients. Learn more, and receive a free 1-hour consult with a marketing strategist.

 

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