The level of tracking and reporting available from your email marketing makes it by far one of the most measureable marketing channels. For their new chart, Marketing Sherpa surveyed of more than 1,100 email marketers, asking which email metrics their organizations followed.
It’s no suprise that Clickthrough rate, Open rates and Delivery rates are the most common metrics, but interestingly is that only 18% of people surveyed measure the rate of social sharing from their emails, especially wiith all of the buzz around social media.
If you’d like to know more about how to measure social sharing from your emails, come along to Publishing Expo on the 2nd March at Earls Court 2 where Parry Malm, Account Director at Adestra will be presenting on “HOW TO MEASURE RETURN ON SOCIAL MEDIA INVESTMENT (RoSMI)”.
In his presentation he will be talking about the fact that you may have 250,000 followers on Twitter, but how much is that actually worth? The money is in your list – and if you aren’t effectively capturing new data via your social media efforts then your marketing ecosystem is suffering. In this session you will learn a ‘warts-and-all’ approach to seamlessly integrating your social media marketing with innovative list building techniques… and learn how to measure your RoSMI.
To view the Marketing Sherpa chart click here >
To visit the Publishing Expo site click here >
According to our colleagues at Return Path, 90% of your email program is determined at the point of data collection. Therefore it is paramount that you get your data collection process correct. Many marketers are too focused on collecting as much data from the recipient as possible and don’t realise that their complicated and lengthy form could be the reason for drop outs.
Other common mistakes include being far too discreet about the opt-out processes. We’re not saying you should put it in flashing lights (not possible with email anyway) but often if a recipient cannot find the unsubscribe link they think hitting “Mark as SPAM” in their email browser will have the same effect…and we all know that enough of these can affect your deliverability. So how should you approach all of these data collection issues? We suggest you keep it simple and be as clear and transparent as possible!
We’ve summarised all the things you need to think about in connection with your data collection process into 15 tips in our most recent whitepaper:
Tip 1: Keep it simple
Tip 2: Be clear and make it memorable
Tip 3: Gain positive action
Tip 5: Be aware of legal requirements
Tip 6: Do use double opt-in
Tip 7: Include a welcome email
Tip 8: Encourage subscribers to mark you as safe
Tip 9: Include a data protection notice
Tip 10: Don’t hide or complicate the unsubscribe process
Tip 11: Do use a preference centre
Tip 12: Keep permissions current
Tip 13: Do make use of viral opportunities
Tip 14: Use validation
Tip 15: Do use drop down boxes