measuring your marketing

© Constant Contact 2015

Measuring Your Marketing How to use reports and analytics to evaluate your marketing campaigns

© Constant Contact 2015

April Heavens-‐Woodcock Touching Clients Email: [email protected]

Welcome

Questions after the event? facebook.com/touchingclients @awoodcock

BE A MARKETER All it takes is Constant Contact®

#BeaMarketer

Why are we here today? Why are we here today?

Reports Analytics

Provide a business advantage

75%

Help retain customers

67%

Small businesses believe that reports and analytics...

Agenda

6

1. Marketing with reports and analytics 2. Marketing campaigns types and reports

a. Email b. Event c. Survey d. Offers and promotions e. Donations f.  Social media

3. How to evaluate a marketing campaign

Agenda

7




1. Marketing with reports and analytics

8

How do reports and analytics relate to your marketing?

9

At its core, marketing is about getting results.

1. Marketing with reports and analytics

show you what is

happening now

help you make decisions

for tomorrow

What are reports and analytics?

Reports Analytics

11

To see the full list of industry open rates, visit: bit.ly/ctctopenrates

Government Agencies 34.08%

Art galleries/museums 32.06%

EDUCATION 26.30% HOTELS 21.74% Entertainment 20.06%

Medical Services 34.87%

nonprofit education 33.57% Nonprofit Religious Organizations 40.24%

RESTAURANT 22.72%

Retail 17.96% Salon & Spa 21.22%

Travel 19.08%

LEGAL SERVICES 28.24%

Manufacturing & Distribution23.74% Publishing22.88%

Travel & Tourism 19.08% sports & recreation 26.13%

EVENT PLANNER21.46% Consultant 9.85%

Salon & Spa 21.22% Government Agencies 34.08% ENTERTAINMENT 20.06%

Nonprofit Religious

museums Medical

ORGANIZATIONS Manufacturing & Distribution23.74%

RESTAURANT 22.72%

Salon & Spa 21.22% Entertainment

Manufacturing & Distribution 19.03% MANUFACTURING & DISTRIBUTION 8.95%

MANUFACTURING & DISTRIBUTION 17.91% MANUFACTURING & DISTRIBUTION 17.91%

Hotels 21.74%

Agenda

12




2. Marketing campaigns types and reports

Types of campaigns and reports

13


Look into individual campaigns

14

15


Campaigns and Reports

Email Event Survey Offer/ Promotion Donations Social Media

• Open rate Indicates which subject lines & topics interest your audience

• Click-through rate Indicates which content, products & services are most relevant

• Bounces • Spam • Opt-outs

• Registration status Indicates effectiveness of your promotions & number of people interested in your event

• Attendance Indicates if event topic, logistics and promotions appealed to audience

• Payment status

• Response rate Indicates how many customers are engaged with your business & call to action

• Open rate • Click-through

rate to survey

• Number claimed/ sold Indicates which products, services & offers your audience prefers

• Revenue • New

customers • Audience

reach • Shares

• Funds raised Indicates success of communication& audience interest

• Number of donors Indicates awareness of appeals & level of investment

• Donation amounts

• Engagement Indicates if fans are connecting to content

• Click-through rate Provides information on which multimedia, blog posts, products or services resonate

• Reach • Fans/

followers

• Open rate

• Click-through rate

• Bounces

• Spam

• Opt-outs

• Registration status

• Attendance


• Response rate

• Open rate

• Click-through rate to survey

• Number claimed/ sold

• Revenue

• New customers

• Audience reach

• Shares

• Funds raised

• Number of donors


• Engagement

• Click-through rate

• Reach

• Fans/ followers

Reports measure...

Campaigns

16


Campaigns and Reports










rate to survey


• Revenue • New

customers • Audience

reach • Shares







followers









rate to survey


• Revenue • New customers • Audience

reach • Shares







followers

Reports measure...

Campaigns

17


Email: What if?


High open rate

Make it even better: •  Find the best time & day •  Identify best keywords •  Segment your audience by interest

High open rate, low click-‐through rate

Improve it by: •  Have a strong call to action •  Make email mobile friendly •  Keep email short

Low click-‐through rate

Improve it by: •  Watch timing & frequency •  Write a strong subject line •  Send relevant, engaging content

Low open rate

Low open rate, high click-‐through rate

Make it even better: •  Format links to stand out •  Offer links to preferred content •  Segment audience based on clicks

High click-‐through rate

18


Event: What if?

Email Survey Offer/ Promotion Donations Social Media

Low registration

Improve it by: •  Check time, date & location •  Keep registration form simple & short •  Promote the event, but don’t push it

Low registration, high attendance

Make it even better: •  Stay with similar time, date & location •  Survey to find out what’s working •  Send reminder & include multimedia

High attendance

Make it even better: •  Promote event on multiple channels •  Include multimedia in promotions •  Give past attendees early registration

High registration

High registration, low attendance

Improve it by •  Select a better time, date & location •  Provide incentives •  Send reminders

Low attendance

Event

19


Social Media: What if?

Email Survey Offer/ Promotion Donations Event

High engagement

Make it even better: •  Offer topics that interest them •  Share types they like (text, photo, video) •  Optimize times and dates that work

High engagement, low click-‐rate

Improve it by: •  Offer reasons to click links •  Keep posts visually interesting •  Post often, but not too often

Low click-‐rate

Improve it by: •  Offer useful, entertaining content •  Post when your fans are online •  Include multimedia

Low engagement

Low engagement, high click-‐rate

Make it even better: •  Repeat successful calls to action •  Post content that the audience clicks •  Offer exclusive content on social network

High click-‐rate

Social Media

Spotlight on the “click-‐though”

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Agenda

22




3. How to evaluate a marketing campaign

23


Set a goal

24


Set a goal

Identify success metrics

7% Click Rate

16% Open Rate


Set a goal

Create a campaign



Check out our new website! Half Moon Yoga <[email protected]

Inbox

Contacts

Favorites

Chat

Mailbox

Set a goal

Create a campaign


Send the campaign


Set a goal

Send the campaign

Review reports

Create a campaign


10% Click Rate

12% Open Rate

28


Set a goal

Send the campaign

Review reports

Apply lessons

Create a campaign


Check out our new website

Before

Registering for your favorite class just got easier!

After

Set a goal Select the best campaign for your goal

What metrics will define success? Results What worked? What didn’t?

Drive traffic to the new Half Moon Yoga website

SAMPLE

•  Email •  Event •  Survey •  Offers/promotions •  Donations •  Social media

• Open rate – average is 16%

• Click rate – average is 7%

• Open rate – 12% -‐ lower than expected

• Click rate – 10% -‐ higher than expected

• Call to action was clear and easy to find

• Kept content short • Listed benefits of using the website

• Subject line was not compelling.

• Try a different day of the week and time of day





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Next steps

30

•  Set benchmarks for yourself. •  Set a frequency to review reports and make changes to your marketing.

•  Don’t change everything at once.

BE A MARKETER All it takes is Constant Contact®

#BeaMarketer

Resources

32

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