Using E-Marketing Metrics To Your Advantage - Emsa 2009
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Using E-Marketing Metrics To Your Advantage - Emsa 2009

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Shirlaws business coach Jacob Aldridge uses his team\'s email marketing experience to discuss how best to use metrics to achieve your emarketing outcomes

Shirlaws business coach Jacob Aldridge uses his team\'s email marketing experience to discuss how best to use metrics to achieve your emarketing outcomes

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  • 1. 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
  • 2. Email Newsletter Process
  • 3. Bigger Picture What do we do to achieve that? VISION – WHY are we doing this?
  • 4. Source: Shirlaws Online Strategy – WHAT are my options? 1. 2. 3. 4.
  • 5. 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
  • 6. Shirlaws Queensland - before email marketing Which meant they might forget about us, and engage another business coaching firm # of Businesses we are in a relationship with 600 # of Businesses who were ‘Coaching Clients’ last year 60
  • 7. TO ENGAGE Shirlaws Business Links Shirlaws Queensland – WHY email marketing?
  • 8. 1. 2. 3. 4. Shirlaws Queensland – WHAT strategic options?
  • 9. Email Newsletter Process
  • 10.  
  • 11. 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)
  • 12. 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 use but you might
  • 13. 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)
  • 14. Shirlaws Queensland - Open Rate
  • 15. Shirlaws Queensland– Click Through Rate v Open Rate
  • 16. Shirlaws Queensland – Unique Links per Click Through
  • 17. Quirky v Business-like Quirky subject lines are 10% more likely to be opened Shirlaws Queensland - Open Rate by Subject Line
  • 18. Quirky v Business-like 29.90% Open 40.07% Open Shirlaws Queensland - Open Rate by Subject Line
  • 19. Quirky and Other Business are 20% more likely to be clicked on! Shirlaws Queensland - Open Rate by Subject Line
  • 20. Van Halen's M&Ms Socks by subscription Think Feel Know Indicator Getting enough sleep? Income | Equity | Control | Yoghurt What the internet knows about you Most Engaging Topics
  • 21. Most Engaging Topics – Does Placement Matter
  • 22. Shirlaws Queensland v Industry Averages
  • 23. Other Observations and Trends 34.95% 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
  • 24. Other Observations and Trends 34.95% 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
  • 25. Email Newsletter Process
  • 26. 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
  • 27. Your Actions and Key Learnings
  • 28. 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
  • 29. Business Geek Shirlaws Blog www.shirlawsonline.com Shirlaws Business Links [email_address] Vision 6 Metrics Reports http://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
  • 30.