Context is everything
When you’re looking at the open, click and conversion rates of your email marketing campaigns, context is everything. It’s very easy to look at these metrics and instantly declare success or failure based on your previous averages, but take a moment to step back and examine your message.
Not all emails are created equal: How customized is your message? How much is it targeted to your specific audience? Is it timely and relevant? You simply cannot compare mass-produced messaging (i.e. e-newsletters) with customized, targetted, timely messaging. That’s not to say that mass-produced messages are necessary bad - they have their place in a communications plan - they simply cannot be held to the same expectation. It’s like expecting an advertisement to have the same impact as a one-on-one phone call.
Not all audiences are created equal: The more engaged your audience is, the more likely it is that they are going to take your call to action. For admissions, it is unrealistic expect a group of prospects that have not submitted an application to take action at an equal or higher rate than students who have been accepted. The same principle applies to alumni - you can’t expect alumni who have never given to respond in the same way that alumni who consistently give to your institution will. Take a closer look at your data, and the makeup of your recipients to clarify your expectations for how your audience will react.
Don’t fall into the trap of comparing apples to oranges. Judging your email results based on their context will allow you to more meaningful improvements to your e-mail marketing, as well as avoid reactionary behavior when you don’t think a message has performed as well as it should.
Want to learn more about email analytics? Join me for the Higher Ed Experts Analytics 360 Webinar Series! I will be presenting the third session on advanced email analytics. You’ll also hear from Shelby Thayer and Joshua Ellis of Penn State on beginning and advanced web analytics.
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July 27th, 2009
Good thing found at your blog about email marketing! Welldone! You have placed a good information on your blog. But, I want to talk something more about email marketing. Actually, it is not too easy as it seems. Most of the people are under misconception that collecting email IDs and using a bulk email sender can make you successful. But it is not. What do you think? Actually, most of the businesses these days are not selling one product. They are selling different products for diff. niches and for the different markets. So, in this case they should have the different lists of bulk email IDs. Email Marketing is being difficult in these days. But still experiments are being done by a lot of people and companies. I usually keep on trying the products of the different companies. Now a days, some wonderful products are coming in the market that can give you great earning opportunities. I do not want my comment considered as spam here so will not discuss about my blog, but if you visit my blog then you will find, how I am using different products for my email marketing these days and making a lot Really! When I found your blog about email marketing, It was great one and I could not stop myself writing comment? But, last thing, I want to ask, Do you offer newsletter to your visitors or not? Do you know any kind of program to make effective newsletter? Waiting for reply - Thanks - Regards