Brand Strategy. Brand Energy.
There are numbers and there are numbers. In social media marketing and email marketing only a few really matter. If watched correctly, these numbers will help you get better results and give you a targeted direction to push towards.
1. Time of day. Are you east coast, west coast? What industry are you in and your clients in? When do they check out their sites online? These are all important things you need to be watching. We slight adjustment you could be making huge increases in results. Or maybe you need an East Coast, Midwest and West Coast site for better timing penetration.
2. Open rate. If we are talking email this is paramount because it shows the interest and acceptance of your offering. There are three main factors that affect your open rates: subject line, the “from” line, and the pre-header. If you can any variations should be tested. Or try dividing your list up, no matter how small into test blasts and test some possible variables on a small scale.
3. Click rate. This might be the “Holies of Holies in the online marketing world. The single most important statistic in social and email marketing. The click of action. The single action of validation that says if your campaign is a success or not. This “Call to Action” will be the single grade that says if your online marketing effort is good or bad. You’ll get the most effective CTA when you follow the IOU principle. The “IOU” is a catchy way of remembering the basics: Your email must generate Interest, deliver a strong Offer, and provide a sense of Urgency. Without these 3 parts your chance of success can drop like a rock.
4. Click-to-open ratio. This number can be deceptive because it is sometimes used interchangeably with the click rate. When your click-to-open rate is low, that means the people who open your mail aren't actually clicking anything in it. They may look, but they don't buy. A weak CTA can also produce a low click-to-open rate. Watch this number close. It will give you a great sense of direction as to of what needs change.
5. Conversion rate. The conversion is the happy ending to the story. Your conversion rate is directly linked to the effectiveness of your CTA. Customers who aren't sure what they're clicking on will lead to low conversions, whereas a clear call-to-action will produce results. Sky high results! If you have gotten them this far you should be seeing double-digit conversion rates. If your rates are lower, go back to the beginning and start over or look at each element you are using in the campaign and make the necessary changes.
Larson Notes & Satire: If you watch your numbers, not mine, not your friends, maybe your competitions, you want to see numbers and ratios going up, because hopefully you are getting better, if not, call us, we can help
“We don’t sell lists, we find customers.”
Larson & Associates
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