Going beyond opens and clicks: conversions and ROI
Posted: Mon Dec 23, 2024 7:07 am
In 2010, it's not about thinking in terms of a simple editorial plan, but rather in terms of behavioural scenarios, thinking about the user's relationship with your company, what their hopes and needs might be at each stage. Relevant emails that deliver the right message to the right person at the right time lead to higher acquisitions and retention.
Test, learn, optimize
One of the characteristics of email marketing is the ease with which you can carry out A/B tests that allow you to extract useful data to optimize your campaigns and obtain better results. Whether you are new to sending this type of email, or already a veteran of email marketing, test the main ingredients of your messages. Create two versions of the same campaign, modifying a single element from time to time: the subject (opening driver), the size and placement of the call-to-action buttons (conversion driver), the type of images, the days of sending, the creativity of the landing page, etc. You will be surprised to discover that small details can have a big impact on the results of a campaign.
One of the main advantages of email marketing is that age whatsapp it is measurable. But how measurable is it really? How many companies know the ROI of each email campaign? To assess the results generated, the main indicators that are usually taken into account are openings and clicks, but these data do not indicate the true results of the campaigns.
What have users done after opening and clicking our message?
The key is the integration between the email marketing platform and the web analytics platforms, in order to follow the entire user journey from the moment the email is opened to the moment the user leaves the site. Obviously there will be KPIs (performance indicators) that are not taken into account (impact on brand awareness, tickets and sales at physical points of sale) but it is certain that an analysis of the conversion information will allow us to understand the fruit of your investment and how to optimize not only your messages but also your landing pages.
Have an integrated communication strategy
Efficiency and integration go hand in hand in a successful digital communication strategy. Using various digital tools alongside e-mail marketing (surveys, SMS, mini-sites, online contests and social media) will allow you to establish more opportunities to contact customers in order to build their loyalty, and at the same time will allow you to strengthen your company's presence on the Web, increasing visibility and reaching a greater number of users. Communication must be adapted to the media used, but it must be uniform and coherent, involving current and potential customers in an integrated and strategic journey.
Test, learn, optimize
One of the characteristics of email marketing is the ease with which you can carry out A/B tests that allow you to extract useful data to optimize your campaigns and obtain better results. Whether you are new to sending this type of email, or already a veteran of email marketing, test the main ingredients of your messages. Create two versions of the same campaign, modifying a single element from time to time: the subject (opening driver), the size and placement of the call-to-action buttons (conversion driver), the type of images, the days of sending, the creativity of the landing page, etc. You will be surprised to discover that small details can have a big impact on the results of a campaign.
One of the main advantages of email marketing is that age whatsapp it is measurable. But how measurable is it really? How many companies know the ROI of each email campaign? To assess the results generated, the main indicators that are usually taken into account are openings and clicks, but these data do not indicate the true results of the campaigns.
What have users done after opening and clicking our message?
The key is the integration between the email marketing platform and the web analytics platforms, in order to follow the entire user journey from the moment the email is opened to the moment the user leaves the site. Obviously there will be KPIs (performance indicators) that are not taken into account (impact on brand awareness, tickets and sales at physical points of sale) but it is certain that an analysis of the conversion information will allow us to understand the fruit of your investment and how to optimize not only your messages but also your landing pages.
Have an integrated communication strategy
Efficiency and integration go hand in hand in a successful digital communication strategy. Using various digital tools alongside e-mail marketing (surveys, SMS, mini-sites, online contests and social media) will allow you to establish more opportunities to contact customers in order to build their loyalty, and at the same time will allow you to strengthen your company's presence on the Web, increasing visibility and reaching a greater number of users. Communication must be adapted to the media used, but it must be uniform and coherent, involving current and potential customers in an integrated and strategic journey.