Data you should be using to optimize your campaigns

Mirlinda Xhila

Optimise your Camapigns

Litmus had a great and inspiring webinar about how companies should use their data to optimize their campaigns and here are some of the answers on questions that were asked during the webinar:

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WHY DO OPENS AND CLICKS ONLY GIVE A LIMITED PORTRAIT OF SUBSCRIBER ENGAGEMENT?
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While open and click rates are a great way to see what subject lines and preview text are getting the most opens, and what links are getting the most clicks, they don’t provide a deeper understanding of subscriber interactions. How long were they engaged with your email? Did they forward it to anyone? Opens and clicks lack data like these insights.

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WHAT OTHER METRICS SHOULD WE LOOK AT WHEN BUILDING EMAIL CAMPAIGNS?
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ENGAGEMENT RATES (OR TIME SPENT ON EMAIL)

Engagement time is incredibly important to review in parallel to your  open rates. Are your subscribers even reading their emails, or simply glancing and deleting them?

By using time on spent on email, you can understand the divide between the real “Readers,” “Skim Readers,” and “Glance and Deleters”.

With this data in hand you can send content-rich newsletters to your most engaged subscribers. Are you seeing the same subscribers consistently skipping over your emails? Maybe it’s time to remove them from your main mailing list and add them to a “disengaged” list — try a win-back campaign!

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EMAIL CLIENT AND DEVICE OPEN DATA

Understanding the different email apps and programs your subscribers are using will help you create consistent, well-performing messages. Do they have a high percentage of mobile opens? Are a lot of the subscribers using Outlook 2010? This information can help guide both strategic and design decisions for your email program.

For example, if you are seeing a high percentage of opens on mobile devices, you might want to consider a scalable, fluid, or responsive design. Or use the data to send targeted messages to smartphone users, like announcing a new mobile app.

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GEOLOCATION DATA

With geolocation data, you can pinpoint exactly where your subscribers are when they read their email.

Are your subscribers mostly in Europe? Are they mostly in Europe opening on Apple devices in the mornings? Looking at these metrics can have a profound influence on your send time, what platforms you tailor your content for, the language of the email, and even the type of content that they see.

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FORWARDS AND PRINTS

Use forward and print data to note trends with email sharing and other evangelist behaviors. Consider rewarding frequent forwarders by creating a loyalty program. Print and forward activity can also help identify high-performing or “viral” content in your email program, providing another data point outside of opens and clicks.

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SHOULD WE MAKE IT EASY FOR SUBSCRIBERS TO UNSUBSCRIBE? OR IS THAT EMAIL MARKETING SUICIDE?

We always recommend making it easy for subscribers to unsubscribe. Not only is an unsubscribe link necessary under spam laws, but if it’s missing or inaccessible, it can greatly affect your overall sending reputation.

If subscribers can’t easily spot an opt-out link, then they make block the message, or mark it as spam. While unsubscribes aren’t ideal, it’s better than getting a block or spam complaint.

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Sales & Marketing Coordinator at Core Relations Nordic AB

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