E-commerce Link: Does Your List Measure Up?
Examine Performance Attributes
Your e-mail database should be composed of multiple fields. Now may be the time to rethink the data you collect at sign-up and add additional fields.
Most e-mail systems allow you to run queries and analyze performance based upon the data fields that have been set up for the list. It takes preplanning to do this right. And there is no magic bullet. What is right for one marketer may not be practical to another. Consider the following:
• Maintain the source of each name. You might separately code site e-mail sign-ups, names collected from contests or sweepstakes, appended names, trade show leads, and more. Each source is likely to perform differently, so the addition of this field to your database should give you valuable insights. For example, you may find contests and sweepstakes as a source yields very low opens and clickthroughs, while e-mail addresses collected during checkout perform remarkably well. This allows you to fine-tune your marketing strategy and invest in efforts that yield the most responsive names.
• Look at other attributes collected at sign-up or added to your file from information in your offline centralized customer database. It is relatively easy to import information from your centralized data repository to your e-mail file. You might want to identify
customers, online buyers, leads, multi-buyers or those who purchase in multiple channels. Think about how valuable this information is in planning e-mail communications—you understand their past activities and can zero in on these patterns in your messaging.
• Study e-mail behavior. It’s important to identify those who have not opened or clicked on an e-mail in a certain period of time, so you can plan reactivation campaigns.
Campaign Analysis Ideas
Any good reporting system details the standard metrics. You want to analyze each campaign in terms of sent, delivered, bounces, total opens, total clickthroughs, opt-outs and new additions to your list (if you include a sign-up link within your e-mails). All calculations for activity should be based on delivered e-mails, not gross names sent. Some analytic approaches designed to give you additional insights include: