One of the most important feature of marketing and sale management is the detection of prospects’s intentions. The analysis of an It represents the percentage of visitors who enter the site and “bounce” (leave the site) rather than continue viewing other pages within the same site.
email marketing campaign is based on the metrics provided by the sending tool. Open, clickthrough and conversion are collected into key performance indicators (KPI), usefull to value the effectiveness one’s release.
The main KPI are:
BOUNCE RATE (bounce/sent x 100): refers to the percentage of email addresses in the subscriber list that didn’t receive the message because it was returned by a recipient mail server. There are two categories of email bounces including hard bounce and soft bounce.
DELIVERY RATE (received/sent x 100): the average delivery rate (emails sent minus the bounce-back rate).
OPEN RATE : is a measure used as an indication of how many people viewed ( = opened) the email. It is estimated thought a web-bug, so it is subjected to the software.
CLICK THROUGH RATE (clicked/delivered x 100): the number of readers that click through to the pages of your site compared to the total number of recipients of your email.
Helpfull to understand consumers’ interests is also the analysis of the social sharing, the deal of the browser views and the multiple readings. These actions do not necessary bring to a conversion, but decidedly guarantee user’ interest to the contents. Also unsubscriptions attest a preference, even if negative: that’s why it’s important to keep an eye on this value comparing it to the previous. These metrics are vital, but they do not often allow a close analysis of the performance: they quickly document technical result of the communication but they do not permit do understand how and when these values were formed and modified.
In addition to the KPI, occur the funnel, a marketing observation model that explain the theoretical trip performed by a person that travel from the brand’s unconcern to the conversion. This method is useful to pick up critical stages and project new actions.
According to the logic of a real funnel, the highest level is made of of each recipient of the email marketing campaign. After it’s required to clean the quantity filtering first on who actually received the message, than on those who opened it at least once. Each action from this point on is to be picked over since directly influenced from contents of the message.
Segment this way the reaction stage allows to use at best KPI. For example, a high Open rate and an unfulfilling Click Thought Rate point out the problem inside the message, excluding responsibility on the subject or on the sender’s identity. The Click Through Rate signal the switchover from recipient to prospect: the reason of no conversion should be researched in landing page deal.
Social media spread enhance email marketing’ values, but add complexity to the funnel working out, given that it’s very difficult to calculate viral range. Forward and tell a friend options increase people who can reach the communication. In this case, targeting is done by the initial recipients who, knowing interest and habits of their acquaintances, will send the message only to people potentially interested. That’s why the new viral cluster will probably generate more conversions than the original one.
Considering the new viral group let to obtain at least three new values:
- Global Reach: given by the sum of the initial recipients with the new cluster;
- Broaden rate: obtained dividing the viral cluster by the global reach;
- Viral Quality Factor: calculated dividing the conversions by the estimated forwards.
Last metric is really important since it allows to determinate which cluster leaded to more conversion in order to optimize future targets.
Continuous comparison of each campaign funnel permit to focus on drop and growth stage, success key always stays in the planning stage: quality contents, good segmentation and simple but catcy subjects. You can find some advice right on this blog.
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