Metrics That Matter
10. Results by activity. Identify those customers who are actively engaged with your program as evidenced by frequent click-throughs, opens and resulting sales, as well as those who are inactive. Inactive customers are vulnerable, and once you pinpoint this group, you can develop strategies to re-engage these potential defectors.
11. Results over time. Examine the consistency of your campaign results over time. How do your October results compare with the previous month? Are patterns stable or did certain campaigns do significantly better? Delve into the details to understand what's working and what's not.
12. Results by data attribute or combinations of data attributes. You likely have multiple data fields that define your customers. Look at behavior by specific data attributes to determine whether there are differences in behavior. For example, do males respond differently from females, or do recent offline buyers perform differently from online buyers? There are many ways to slice and dice data. Direct marketers often employ recency, frequency and monetary value (RFM) analysis. This is another way to develop subsegments in your customer base.
Once you analyze e-mail-specific behavior, link pertinent information on customers to your master file or offline database. There may be additional data fields on your master file that would be helpful to add to your e-mail database and vice versa. This also will help you build an integrated communication plan for customer touchpoints.
It takes time and effort to conduct the appropriate analysis of your e-mail programs, but the approaches outlined here are similar to the rigor applied to any direct marketing campaign. Careful investigation of campaign results will allow you to develop hypotheses, test and ultimately improve results.
Regina Brady is president of Reggie Brady Marketing Solutions, a direct and e-mail marketing consultancy in Norwalk, Conn. She can be reached at (203) 838-8138 or email@example.com.