how to use reports and analytics to evaluate your...
TRANSCRIPT
© Constant Contact 2015
Measuring Your MarketingHow to use reports and analytics to evaluate your marketing campaigns
© Constant Contact 2015
Candy Jones-GuerinOwner, WebWorld Advantage
[email protected] #webworldadv
Welcome!
Constant Contact, Authorized Local Expert
Social Media, Web Design, Email Marketing
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Michigan Impact in 2014
Why are we here today?Why are we here today?
Small businesses believe that reports and analytics...
Agenda
7
1. Marketing with reports and analytics
2.Marketing campaigns types and reportsa. Email
b. Event
c. Survey
d. Offers and promotions
e. Donations
f. Social media
3. How to evaluate a marketing campaign
Agenda
8
1. Marketing with reports and analytics
2.Marketing campaigns types and reportsa. Email
b. Event
c. Survey
d. Offers and promotions
e. Donations
f. Social media
3. How to evaluate a marketing campaign
1. Marketing with reports and analytics
9
How do reports and analytics relate to your marketing?
10
At its core, marketing is about getting results.
1. Marketing with reports and analytics
What are reports and analytics?
Reports Analytics
12
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 Government Agencies 34.08%
ENTERTAINMENT 20.06%Nonprofit Religious
museumsMedical
ORGANIZATIONS & Distribution23.74%
RESTAURANT 22.72%
Salon & Spa Entertainment
& Distribution 19.03%
MANUFACTURING & DISTRIBUTION 8.95%
MANUFACTURING & DISTRIBUTION 17.91%
TION 17.91%
Hotels 21.74%
Agenda
13
1. Marketing with reports and analytics
2.Marketing campaigns types and reportsa. Email
b. Event
c. Survey
d. Offers and promotions
e. Donations
f. Social media
3. How to evaluate a marketing campaign
2. Marketing campaigns types and reports
Types of campaigns and reports
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2. Marketing campaigns types and reports
Look into individual campaigns
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16
2. Marketing campaigns types and reports
Campaigns and Reports
Email Event Survey Offer/Promotion Donations Social Media
• Open rateIndicates which subject lines & topics interest your audience
• Click-through rateIndicates which content, products & services are most relevant
• Bounces
• Spam
• Opt-outs
• Registration statusIndicates effectiveness of your promotions & number of people interested in your event
• AttendanceIndicates if event topic, logistics and promotions appealed to audience
• Payment status
• Response rateIndicates how many customers are engaged with your business & call to action
• Open rate
• Click-through rate to survey
• Number claimed/soldIndicates which products, services & offers your audience prefers
• Revenue
• New customers
• Audience reach
• Shares
• Funds raisedIndicates success of communication& audience interest
• Number of donorsIndicates awareness of appeals & level of investment
• Donation amounts
• EngagementIndicates if fans are connecting to content
• Click-through rateProvides information on which multimedia, blog posts, products or services resonate
• Reach
• Fans/followers
• Open rateIndicates which subject lines & topics interest your audience
• Click-through rateIndicates which content, products & services are most relevant
• Bounces
• Spam
• Opt-outs
• Registration statusIndicates effectiveness of your promotions & number of people interested in your event
• AttendanceIndicates if event topic, logistics and promotions appealed to audience
• Payment status
• Response rateIndicates how many customers are engaged with your business & call to action
• Open rate
• Click-through rate to survey
• Number claimed/soldIndicates which products, services & offers your audience prefers
• Revenue
• New customers
• Audience reach
• Shares
• Funds raisedIndicates success of communication& audience interest
• Number of donorsIndicates awareness of appeals & level of investment
• Donation amounts
• EngagementIndicates if fans are connecting to content
• Click-through rateProvides information on which multimedia, blog posts, products or services resonate
• Reach
• Fans/followers
Reports measure...
Campaigns
17
2. Marketing campaigns types and reports
Email: What if?
Email Event Survey Offer/Promotion Donations Social Media
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
2. Marketing campaigns types and reports
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
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2. Marketing campaigns types and reports
Social Media: What if?
Email Survey Offer/Promotion DonationsEvent
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”
20
2. Marketing campaigns types and reports
21
Agenda
22
1. Marketing with reports and analytics
2.Marketing campaigns types and reportsa. Email
b. Event
c. Survey
d. Offers and promotions
e. Donations
f. Social media
3. How to evaluate a marketing campaign
3. How to evaluate a marketing campaign
23
3. How to evaluate a marketing campaign
Set a goal
24
3. How to evaluate a marketing campaign
Set a goal
Identify success metrics
7% Click Rate
16% Open Rate
3. How to evaluate a marketing campaign
Set a goal
Create a campaign
Identify success metrics
3. How to evaluate a marketing campaign
Check out our new website!Half Moon Yoga <[email protected]
Inbox
Contacts
Favorites
Chat
Mailbox
Set a goal
Create a campaign
Identify success metrics
Send the campaign
3. How to evaluate a marketing campaign
Set a goal
Send the campaign
Review reports
Create a campaign
Identify success metrics
10% Click Rate
12% Open Rate
28
3. How to evaluate a marketing campaign
Set a goal
Send the campaign
Review reports
Apply lessons
Create a campaign
Identify success metrics
Check out our new website
Before
Registering for your favorite class just got easier!
After
Set a goalSelect the best campaign for
your goal
What metrics will define success? Results What worked? What didn’t?
Drive traffic to the newHalf 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
• Email • Event• Survey• Offers/promotions• Donations• Social media
• Email • Event• Survey• Offers/promotions• Donations• Social media
• Email • Event• Survey• Offers/promotions• Donations• Social media
3. How to evaluate a marketing campaign
29
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.
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