Metrics and Benchmarks for Email Campaigns
I have just participated in a discussion on metrics and benchmarks for email marketing campaigns. I am aware of the click through rates, conversion rates etc but am keen to hear about any other metrics used and the associated benchmarks for Professional Services (HR Consulting specifically). I am unsure if this is even available, but would be great data if it was.
Good Answers (1)
Mike G.
President FTI Global
Best Answers in: Business Development (3), Customer Relationship Management (1), Project Management (1)
Travis,
We have this down almost to an art form. Click thru rates are really important but what is more important is knowing that your message is striking a note with your prospects. The ability of the user to interact with the site and the content of the site must be excellent.
Our response rates are consistently in th 15-20% range without using hype and just using good information that people want.
For example, take a look at the first link we have for our education company. Read the report on "How to Influence Student Behavior" - golden info!
This is what is important: you will know you have made an impact when you begin to see an increase in sales and calls - AND - in people discussing the information that you are offering. That really is the bottom line, isn't it?
The second link will allow you to download a book I just wrote - I am offering the eBook version free to my LinkedIn. Just enter your name and email - no spam or selling emails - ever. My goal is to share the Playbook Method with 2,000 people and this helps me keep score.
The third link is for my company. You will see that we have designed these systems for some really big companies.
Hope this helps.
Mike
Links:
More Answers (4)
Hi Travis,
With Conversion en CTR, you name the most important metrics.
An interesting metric is the reach and frequency you attain on your database.
Reach: over a period of time, is it always the same people that open and/or click, or your reach, say after 3 months, 50% of your database.
Checking the frequency is defining the usage of your emails by the same receiver: is he a non, light or heavy user?
Miriam C.
Copywriter, ghostwriter, social media campaign developer, online reputation builder
In terms of click throughs, I would also add "time spent on internet site" and "which pages read." It could definitely help your conversion rates to understand if there is a disconnect between those who are interested (i.e., those who opened email and used link to your site but didn't convert) and those who do actually convert.
Paul O.
CRM Technical Manager at Co-operative Group Ltd
Best Answers in: Databases (3), Employment and Labor Law (1), Enterprise Software (1), Computers and Software (1), Information Security (1), Software Development (1)
See if you can get to a copy of "Marketing Metrics: 50+ Metrics Every Executive Should Master" by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein.
There's a good section specifically on web metrics (9/10 suggested) but I can't remember the list off hand.
Links:
Paul V.
COO at MCLS
Best Answers in: Direct Marketing (1), Internet Marketing (1), Customer Relationship Management (1), Nonprofit Management (1), Social Enterpreneurship (1), Web Development (1)
Paul V. suggests this expert on this topic:
Hello Travis,
Luc is a top direct marketeer, runs the eMailGarage and is specialist on this topic.
Best regards,
Paul
