Let’s first lay down the basics and review the terminology of the different permission marketing measurements you should be tracking.
Delivered describes how many emails were successfully sent out.
Bounced describes how many emails weren’t delivered because it’s no longer a working email.
Unique Views also known as Open Rate is the number of recipients that opened the email.
Unique Clicks describes the number of recipients that clicked in the email.
Total Clicks describes all the instances recipients who clicked in the email.
Unsubscribes is the number of people who have unsubscribed themselves from your email marketing campaign.
So which one should you really care about?
Well the bottom line is, you can have all the subscriptions, unique views and clicks but they do not have any value unless they are making a positive impact, like driving relevant traffic to your web site or converting to a web sale or filling out a form.
Image used for one of World Synergy's permission marketing campaigns and in the image alone there are 6 calls to action.
Of course we all shoot for a high open-rate, but it goes even further than someone just opening your permission marketing email.
It is important to focus on what that recipient is clicking within the email and if they are converting.
It’s easy to get caught up on high percentages, but if someone is just opening an email and not converting by filling out a form or visiting the web site then how do you measure the success of that email?
With all this being said, it is vital for emails to have calls to action! If it’s calling a number or driving traffic to the website to fill out a form. This helps with measuring the success of your email and its positive impact.
Too many businesses are not supporting their own social media marketing efforts while wondering why they can’t seem to capitalize on social media marketing trends. If your business has a social media presence, ask yourself these questions:
Do you display social media icons on your web site? This may seem like an obvious place to market your own social media profiles, but our recent small business SEO study revealed that 78% of small businesses have no mention of social media profiles on their web sites.
Are you using your packaging to send current customers to your social media sites? If your business has a product, your social icons should be on all packaging. Packaging your product without social icons is a way to miss out on customer feedback and increasing your fan base. Pictured here is my inspiration for today’s post, a pack of my Orbit gum and it’s no wonder Orbit gum has almost 2 million Facebook fans at the time of this post.
Does all your print advertising have a reference to your social media presence? Print advertising can include catalogs, fliers, brochures, business cards, coupons, Christmas cards and everything you order from your printer – business checks, invoices, everything. The next time you flip through coupons or your local junk mail, see how many are using their print advertisements to enhance their social marketing efforts. Pictured to the left is a coupon for Cheer detergent working together with their Facebook marketing campaign. It’s no surprise Cheer detergent has almost 70,000 Facebook fans at the time of this post.
Are you using your other forms of advertising, like television and radio, to generate a larger social media audience? Or are all your marketing efforts going in their own direction? Don’t be your own worst enemy when it comes to online marketing. Use your other advertising campaigns to help market your online presence and capture fans to engage with your brand. Read more about integrating your permission marketing email campaigns with social media in our post “Email + Social Media = Big Impact.“
To get the most out of all your advertising dollars, make sure you have properly integrated all print, packaging, email marketing, radio advertising, television commercials and your web site with your social media marketing efforts.
It’s a simple equation: Email + Social Media = BIG IMPACT!!!
If your permission marketing campaign doesn’t include social media then you’re missing out!
Everyone can agree that permission marketing delivers conversions and continues to drive a high return on investment (ROI) than any other direct marketing channels. Adding social media to the equation increases viral sharing and conversions.
By sharing your email campaign on social media it can increase the open rate and social media engagement.
The key is to be active with your audience and join the conversations – see what your customers are talking about, what they like/dislike and use it to build relationships.
Marketers that use social media in emails drive six times the amount of revenue than those marketers that do not connect social and email segmentation.
Contact us at World Synergy to learn how we can improve your ROI with integrating permission marketing and social media.
Although the recession hit hard in 2009, ad spending has taken off for the first six months of 2010. Companies are adapting and adjusting to the flow of trends and budgeting more for online advertising. The Internet has really changed how companies are marketing to their customers.
We all suffer from email overload. Our inboxes are crammed with messages we never get to and message we never wanted in the first place. To reach consumers, business owners need to be smart about what message they are sending by remembering the “what’s in it for me?” principle.
Email Marketing Firm World Synergy can manage your permission marketing. Contact us today for more information.
Why do consumers/customers/potential customers sign up for an email list? ExactTarget conducted a survey of Internet users. Here’s what they found:
To receive discounts and promotions – 69%
To get a freebie in exchange for my email address – 55%
To get updates on upcoming sales- 50%
To get updates on future products- 45%
To get access to exclusive content- 33%
For fun or entertainment- 29%
To learn more about their products or services- 28%
To stay informed about them 28%
For education about topics they specialize in- 22%
Someone recommended them- 17%
To interact with them- 14%
To show my support- 11%
So, if you are looking to grow your email list, you should work to fulfill these top needs consumers have by offering discounts, freebies, updates on sales/future products and exclusive content. Expecting customers to join your list just to show their support is not going to have great results.