18 Jul What Gets Measured, Gets Managed.
One of the more interesting benefits of tracking the deployment patterns of the TEM500 was documenting the number of times we received their emails.
The range couldn’t have been more varied.
– 44% of the companies sent no emails during our 3-week tracking period and one company sent 67.
– 27% mailed once or twice a week. 29% mailed three or more times a week.
If companies looked at their email results, they would mail more often.
It’s probably safe to make the following assumptions:
– Companies in the 44% group have most likely not dedicated adequate attention and resources to their email programs and therefore, not explored their full potential as a marketing channel.
– Companies in the 27% group have dipped their toe in the water, but are most likely not looking closely at the results. If they did, they would mail more often.
– Companies in the 29% group have it figured out. They are most likely generating a positive ROI from each email they send and have invested in the resources necessary to manage and produce the volume to sustain it.
What gets measured, gets managed.
Calculating a per email ROI is simple when you have the necessary data at your fingertips. But often just retrieving basic email metrics is a challenge – whether it’s from your email service provider or Google Analytics.
Calculating a per email ROI is simple when you have the necessary data at your fingertips.
Downloading an export is easy – it’s finding the right data that can be mind-boggling.
Not all ESP’s are marketing-friendly – providing easy access to critical information related to list segment and campaign performance.
And, if your Google Analytics utm codes are not properly formatted, locating your email results there is akin to finding a needle in a haystack.
What is easily accessible, gets your attention.
What is not, gets ignored. And your email program suffers as a result.
Coming soon – the importance of a central data repository. Stay tuned!