Truth 37. Know your email metrics, part 2

In the first part of this Truth, we covered what metrics to review and why. Putting these metrics to work is as important as knowing what to monitor. In part 2, we look at using these metrics to your advantage.

 Measuring success frequently—Email campaigns get the majority of response in the first 72 hours, but with the immediacy of real-time metrics, a regular pattern of monitoring and pulling data should be established. A simple rule is to check once within 24 hours, again 7 to 10 days later, and finally, quarterly/annually as you compare campaigns across the board. According to an EmailStatCenter.com survey in late 2007, over 95 percent of the individuals surveyed said that they measure the results of their email campaigns. When asked how often, 57 percent indicated that they measure results 24–48 hours after deployment. However, only 18 percent indicated that they measured results on an annual basis.¹

 Remarketing/sales qualifying—This is one of the most significant and underutilized areas in the email stat world. Companies spend thousands of dollars (usually much more) on using lead generation data from areas like telemarketing, direct mail, and search marketing, but it is often left alone to rot in spreadsheet purgatory when it comes to email campaigns. Since almost every email deployment platform provides the email addresses (or more) of recipients who clicked on a link, you must use this information for future marketing (including email campaigns). These are your strong leads, and these responders warrant their own follow-up campaign if they did not complete the desired action. Don't forget the sales power of email in addition to its knack for relationship marketing.

 Looking at specific links—Aggregate click-through metrics can serve a purpose, but the real benefit of click-through data can be in determining which links were successful and which were not. A healthy look at specific click-through stats can provide insight about proper placement of links and the success of each type of link (sales/cross promotion/privacy policy). This understanding can help you edit the layout and link structure of messages, so consistently keep your creative team in the loop on these results.

 Monitoring key external and internal issues—Metrics can help ascertain frequency issues (declining response rates may indicate you email too often), irrelevant content (if unsubscribes have an uptick), and user feedback (by reviewing reply volume). Use this data to help identify a growing problem before it escalates into a major concern.

 Forwarding/viral marketing—Is there a buzz factor for the email? One measure of the buzz factor for your email is how many people use the forward-to-a-friend (F2F) feature. While recipients who forward using their own email client and not a forward link won't show up in your viral stats, you still should pay close attention to any increases in this important metric. If forwards rise, you may be on to something and should model other campaigns after the viral feature that generated additional interest.

 Attracting new subscribers—This is connected to the previous viral marketing point, with the key takeaway being this: Did this email generate new interest and subscribers? Did your audience (and your message, of course) help acquire new subscribers to your emails? Don't forget to always add a Subscribe button on your emails regardless of the fact that your emails are going to an opt-in audience. While some vendors have a metric that can correlate new subscribers from a specific email campaign, don't fret if you don't have this feature. Look for a bump in daily acquisition rates that correlate to your email deployment. Consider coding the sign-up link landing page so you know the new subscriber came from an email or recommendation. The numbers will likely be small from each mailing, but they add up and don't cost you the way other acquisition marketing can.

 Testing—The depth and timeliness of email reporting allow marketers to have easily accessible data at their disposal. Use this data to determine the best Subject and From lines and the best copy for viral links, as well as for testing creative and specific offers.

 Acting promptly—Most marketers don't take full advantage of email reporting, and because of the depth of email metrics, it is easy to fall behind and leave much of the numbers unseen or underutilized. By looking for the right insights in a campaign's report and adapting future mailings based on this data, you can make immediate improvements to your email marketing efforts.