using e-marketing metrics to your advantage - emsa 2009
DESCRIPTION
Shirlaws business coach Jacob Aldridge uses his team\'s email marketing experience to discuss how best to use metrics to achieve your emarketing outcomesTRANSCRIPT
Using Metrics to your Advantage
Jacob Aldridge, Business Coach, SHIRLAWS
•WHY, WHAT, HOW, REVIEW–Think Strategically
•WHY and WHAT – A Shirlaws Case Study•WHAT Metrics I need, and which ones you might•HOW to apply this to your business
Email Newsletter Process
Bigger Picture
What do we do to achieve that?
VISION – WHY are we doing this?
Source: Shirlaws Online
Strategy – WHAT are my options?
# of Businesses we are in a relationship with 600
# of Businesses who were ‘Coaching Clients’ last year
60
We give our clients a lot of love. But we weren’t engaging with the majority of people we had a
business relationship with.
Shirlaws Queensland - before email marketing
# of Businesses we are in a relationship with 600
# of Businesses who were ‘Coaching Clients’ last year
60
Shirlaws Queensland - before email marketing
Which meant they might forget about us, and engage another business coaching firm
TO ENGAGE
Shirlaws Business Links
Shirlaws Queensland – WHY email marketing?
Shirlaws Queensland – WHAT strategic options?
Email Newsletter Process
Open rates
Click through v open
Unique links per clicked through
Most engaging email subject line
Most engaging topics
Most engaging placement of links
Shirlaws v industry averages
So What Metrics do I need?(measuring engagement)
Click through rates (total)
Bounce numbers
HTML v plain text
Total clicks
Subsequent website interaction
Relationship to workshop attendance
Quality of the joke
Who loves me or doesn’t love me
Metrics I don’t usebut you might
Bounce numbers
Open rates
Click through rates (total)
HTML v plain text
Total clicks
Subsequent website interaction and Sales
Most opened email subject lines
Most clicked placement and formatting of links
Another Example(Purpose – Sales)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Shirlaws Queensland - Open Rate
0%
10%
20%
30%
40%
50%
60%
Shirlaws Queensland– Click Through Rate v Open Rate
0.00
0.50
1.00
1.50
2.00
2.50
Shirlaws Queensland – Unique Links per Click Through
30%
32%
34%
36%
38%
40%
42%
Quirky v Business-like
Quirky subject lines are 10% more likely to be opened
Shirlaws Queensland - Open Rate by Subject Line
Quirky v Business-like
29.90% Open
40.07% Open
Shirlaws Queensland - Open Rate by Subject Line
0%
10%
20%
30%
40%
50%
60%
70%
80%
Quirky Other Business Coaching
Quirky and Other Business are 20% more likely to be clicked on!
Shirlaws Queensland - Open Rate by Subject Line
Most Engaging Topics
0%
5%
10%
15%
20%
25%
30%
Above First Second Third Fourth
Most Engaging Topics – Does Placement Matter
0%
5%
10%
15%
20%
25%
30%
35%
40%
Open CTR v Open CTR
Shirlaws Industry All
Shirlaws Queensland v Industry Averages
Other Observations and Trends34.95% 13.18% 37.40% 68.05 1.83
Date Topic # Sent Open # Open % CTR # CTR % CTR % of Open Unique Clicks Clicks / Person
22/05/2009 Do More with Less 242 86 35.54% 25 10.33% 29.07% 48 1.92
29/05/2009 Energy Please 272 109 40.07% 44 16.18% 40.37% 89 2.02
5/06/2009 And Statistics 275 101 36.73% 36 13.09% 35.64% 60 1.67
12/06/2009 Catalyst for Change 273 98 35.90% 39 14.29% 39.80% 80 2.05
19/06/2009 Spot the Difference 273 109 39.93% 49 17.95% 44.95% 87 1.78
26/06/2009 Start me Up 271 99 36.53% 32 11.81% 32.32% 74 2.31
3/07/2009 New Year's Revolution 271 90 33.21% 27 9.96% 30.00% 46 1.70
10/07/2009 Collecting Pennies 272 90 33.09% 20 7.35% 22.22% 33 1.65
17/07/2009 Interesting -> Relevant 280 92 32.86% 24 8.57% 26.09% 42 1.75
24/07/2009 Be an IT Girl 280 103 36.79% 45 16.07% 43.69% 75 1.67
31/07/2009 Once More with Feeling 285 95 33.33% 33 11.58% 34.74% 60 1.82
7/08/2009 Catch and KISS 285 114 40.00% 59 20.70% 51.75% 100 1.69
14/08/2009 Think First, Benefit Later 283 107 37.81% 53 18.73% 49.53% 96 1.81
21/08/2009 Colour me Beautiful 284 98 34.51% 34 11.97% 34.69% 61 1.79
28/08/2009 Pushback is Positive 285 91 31.93% 39 13.68% 42.86% 75 1.92
4/09/2009 Eeek - Marketing 291 99 34.02% 43 14.78% 43.43% 93 2.16
11/09/2009 Rock Bottom - Are we there yet? 291 87 29.90% 29 9.97% 33.33% 48 1.66
18/09/2009 Food LoveRSS 295 102 34.58% 39 13.22% 38.24% 75 1.92
25/09/2009 Discover your Learning Style 295 93 31.53% 38 12.88% 40.86% 61 1.61
2/10/2009 That's Choice Bro 295 98 33.22% 37 12.54% 37.76% 73 1.97
9/10/2009 What's that Smell? 308 100 32.47% 34 11.04% 34.00% 53 1.56
Other Observations and Trends34.95% 13.18% 37.40% 68.05 1.83
Date Topic # Sent Open # Open % CTR # CTR % CTR % of Open Unique Clicks Clicks / Person
22/05/2009 Do More with Less 242 86 35.54% 25 10.33% 29.07% 48 1.92
29/05/2009 Energy Please 272 109 40.07% 44 16.18% 40.37% 89 2.02
5/06/2009 And Statistics 275 101 36.73% 36 13.09% 35.64% 60 1.67
12/06/2009 Catalyst for Change 273 98 35.90% 39 14.29% 39.80% 80 2.05
19/06/2009 Spot the Difference 273 109 39.93% 49 17.95% 44.95% 87 1.78
26/06/2009 Start me Up 271 99 36.53% 32 11.81% 32.32% 74 2.31
3/07/2009 New Year's Revolution 271 90 33.21% 27 9.96% 30.00% 46 1.70
10/07/2009 Collecting Pennies 272 90 33.09% 20 7.35% 22.22% 33 1.65
17/07/2009 Interesting -> Relevant 280 92 32.86% 24 8.57% 26.09% 42 1.75
24/07/2009 Be an IT Girl 280 103 36.79% 45 16.07% 43.69% 75 1.67
31/07/2009 Once More with Feeling 285 95 33.33% 33 11.58% 34.74% 60 1.82
7/08/2009 Catch and KISS 285 114 40.00% 59 20.70% 51.75% 100 1.69
14/08/2009 Think First, Benefit Later 283 107 37.81% 53 18.73% 49.53% 96 1.81
21/08/2009 Colour me Beautiful 284 98 34.51% 34 11.97% 34.69% 61 1.79
28/08/2009 Pushback is Positive 285 91 31.93% 39 13.68% 42.86% 75 1.92
4/09/2009 Eeek - Marketing 291 99 34.02% 43 14.78% 43.43% 93 2.16
11/09/2009 Rock Bottom - Are we there yet? 291 87 29.90% 29 9.97% 33.33% 48 1.66
18/09/2009 Food LoveRSS 295 102 34.58% 39 13.22% 38.24% 75 1.92
25/09/2009 Discover your Learning Style 295 93 31.53% 38 12.88% 40.86% 61 1.61
2/10/2009 That's Choice Bro 295 98 33.22% 37 12.54% 37.76% 73 1.97
9/10/2009 What's that Smell? 308 100 32.47% 34 11.04% 34.00% 53 1.56
Email Newsletter Process
Relationship with workshop marketing
Removing / replacing the ‘send to a friend’ header
Is orange a better header colour
Release of online products – do we change the purpose for 2010?
Christmas gift – an e-book of the intranet jokes of the week
Survey of readers to test assumptions
Upcoming REVIEW Discussions
Your Actions and Key Learnings
Brand awareness increased – linked to ‘quirky’, ‘joke’, and ‘business width and depth’
Engagement with Shirlaws has increased
People don’t want to be sold to each week
My Key Learnings from Metrics
Business Geek
Shirlaws Blog www.shirlawsonline.com
Shirlaws Business Links [email protected]
Vision 6 Metrics Reportshttp://www.vision6.com.au/emailreport.html
Internet Marketing Blog www.blog.hubspot.com
Signal v Noise www.37signals.com/svn
Trovus www.rewardingdialogue.co.uk
Techcrunch www.techcrunch.com
Hacker News news.ycombinator.com
Paul Graham www.paulgraham.com
Extra Reading
