Email Marketing - Reporting Training

Beasley Digital

6 months ago

Transcript

00:00Hello, my name is Samantha Grandy and I'm the Manager of Digital Media Strategy on the

00:14Corporate Digital Team here at Beasley. I'm going to go over an email campaign recap to help you

00:21guys explain these to your clients when you receive them. You are going to receive these

00:2510 days after the campaign deploys. So, when you receive the recap, it'll look like this. It'll

00:31have the client name right here. This is Tony Garcia and he is with Thrive Mortgage specifically

00:37and this is an email campaign recap. So, on the next slide here, we'll have the target audience

00:47broadcast date subject line and then all of our metrics that we report on right here.

00:52So, the target audience is going to obviously be predetermined before we launch this campaign

00:57to make sure we have enough email addresses to deploy to their specific audience.

01:02So, in this situation, he worked in South Carolina. He was reaching home intenders who had a household

01:09income of 100K plus and he also wanted to reach real estate agents. So, we have the broadcast date

01:16right here and then the subject line that we used. So, the quantity is going to be how many emails

01:23that we deployed, the clicks, the opens, and then the clicks to opens, and then we can report on

01:30by device. So, the email open rate is going to be the percentage of people who opened your email.

01:38The click-through rate is going to be the percentage of people who clicked on any link or any linked image

01:44or area within that email. And then the click-to-open rate right here, which is the one most people

01:52aren't familiar with, and essentially measures the effectiveness of your email's content.

01:58So, you'll also see it called CTOR, and it's a good indicator of how interesting your content is

02:04to users who have received it. Essentially, if the links, the layout, the copy, and the overall content

02:10is interesting, then your readers are going to want to click through and learn more. And like I

02:16mentioned, we also report on the difference between mobile and desktop clicks. So, here is the actual

02:23email that we used for this deployment, and then on the next slide, I'll show you the specific link

02:29breakdown. So, here's the link click breakdown. This is pretty cool. It shows you every place in the email

02:38that was clickable that the user was able to click on, essentially. And I highlighted right here the

02:44top three clicks. So, you'll notice the top three locations were click here for client testimonials.

02:51So, this was one of the first emails that went out for this client. And again, you know, the user is

02:57really just trying to learn more about Tony Garcia and his business before they really take any action.

03:02So, I did go ahead and add on another deployment for this client, just to show how you guys can

03:12kind of start to tell a story as you deploy emails throughout the months. So, again, this one deployed,

03:21I think, about two weeks later. I went ahead and changed up the subject line for this one, which I

03:25typically like to do, especially if we are using the same creative. And then I like to start to throw

03:32in a personalization there. So, you'll see this first name in the brackets here. So, what that means

03:38is when the person receives the email, it'll say, Samantha, ready to buy a home in 2021? We can help.

03:46And typically, we'll see that help open rates because when you see your name and the subject line,

03:51it kind of draws your attention. So, the open rate did increase for this deployment, which is

03:55definitely what we want to see. But this is where you can really start to tell the story. So,

04:02like I showed you guys before, the top three clicks were all about hitting those client testimonials.

04:09So, people are trying to make sure Tony Garcia is a reliable mortgage company. But you'll notice

04:15right now, our top click for this next deployment is let us help you start with a discussion about all

04:23your mortgage needs. So, as you can see, since we're hitting that frequency and as the users are

04:29starting to get more comfortable as they're receiving these email addresses, they're more

04:34action-oriented clicks. So, before they were just clicking to learn about client testimonials,

04:40and now they're looking to start a discussion about their mortgage needs. So, I just always think

04:45that's kind of cool how you can start telling a story as you start deploying multiple emails for a

04:50specific client. Okay. So, the next thing we have here, I just added this in for measuring email

04:58campaign success. So, we get this question a lot, you know, how do we determine if an email is

05:04successful a lot? So, I have a couple of bullet points here. So, those four main things essentially

05:10are going to be opens, clicks, the click to open rate, and then we also have the option to do the

05:16customer list matchback. So, the opens is going to be really readership, top of mind awareness.

05:23Our average open rate is between 10 and 15%. The clicks is going to be engagement, you know, and

05:31really driving traffic to that website, and our average CTR is 2%. The clicks to open essentially,

05:38like I mentioned before, measures the effectiveness of the creative driving clicks,

05:42and our average CTR is 8% to 15%. And then our last thing I have here is the customer list,

05:49excuse me, matchback. And this is only provided if requested because it does come with a cost. It's

05:58$100 per file. And this really essentially helps measure ROI. So, how this works is the client will

06:06provide us a list, either email addresses or the postal addresses of all their clients that they've

06:14received since we've deployed an email campaign. And we can actually run that against the email

06:19addresses that we deployed to. And if you get a match, that helps us, you know, determine ROI.

06:25They received the email from us maybe a couple times, and now they're a client.

06:31A couple of things to keep in mind here. So, email marketing is a top of the funnel tactic.

06:36It's not meant for conversions, leads, or signups. So, email marketing can be a part of a full funnel

06:43strategy and provide touch points to prospective customers throughout their buyer's journey.

06:48But conversions, leads, or signups are not main KPIs for email directly. It's going to be one of the

06:54most cost-effective ways to build brand awareness. That's our main thing here. Email is for brand

07:00awareness. It allows your advertiser to reach potential customers directly by building long-lasting

07:06relationships as long as you focus on providing genuine value. This will keep your users opening up

07:12your advertisers' emails for years to come. So, we want to make sure, again, we're providing value to these

07:19potential clients. We don't want to continue to spam them with the exact same thing month over month.

07:25We want to try and keep things fresh. So, I would suggest changing up your email creative about every

07:30three months and making sure that what we're providing to them is valuable.

07:37And then this is just the thank you page that we always include on all of our recaps. Thank you,

07:42Tony Garcia, Thrive Mortgage, for your business. And that is an email campaign recap. Thank you all

07:48for your time, and I hope this helped.

Email Marketing - Reporting Training

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