Using E-Marketing Metrics To Your Advantage - Emsa 2009
Using Metrics to your Advantage Jacob Aldridge , Business Coach, SHIRLAWS <ul><li>WHY, WHAT, HOW, REVIEW–Think Strategically </li></ul><ul><li>WHY and WHAT – A Shirlaws Case Study </li></ul><ul><li>WHAT Metrics I need, and which ones you might </li></ul><ul><li>HOW to apply this to your business </li></ul>
Bigger Picture What do we do to achieve that? VISION – WHY are we doing this?
Source: Shirlaws Online Strategy – WHAT are my options? 1. 2. 3. 4.
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 # of Businesses we are in a relationship with 600 # of Businesses who were ‘Coaching Clients’ last year 60
TO ENGAGE Shirlaws Business Links Shirlaws Queensland – WHY email marketing?
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 use but 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)
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
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_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