Metrics – can be like magic. Have you wondered: how can the reports and analytics of digital marketing give you the insight and key info you need to succeed? This seminar will take you step-by-step through the amazing data generated by all the key online marketing tools – and give you tips on how to use it. You’ll learn:  How email open- and click-through reports can help you know: o Which of your products/services are hot, which are not, and how to test for best results o Out of a field of everyone, who is interested in what topics – so you can focus your precious time, efforts & energy o The calls to action/messaging that actually WORK o Best times, days and ways to get the response you want  How evaluating event registration and survey response patterns can help improve your next campaign by leaps and bounds  How social media engagement and click rates can tell you the topics, type of media posts, and frequency your connections really want  How research, setting goals, monitoring campaign results and applying lessons learned will continually improve your results!

1. ©
Constant
Contact
2015
Measuring
Your
Marketing
How
to
use
reports
and
analytics
to
evaluate
your
marketing
campaigns

2. ©
Constant
C
April
Heavens-­‐Woodcock
Touching
Clients
Email:
awoodcock@touchingclients.com
Welcome
Questions
after
the
event?
facebook.com/touchingclients
@awoodcock

3. BE
A
MARKETER
All
it
takes
is
Constant
Contact®
#BeaMarketer

4. Why
are
we
here
today?
Why
are
we
here
today?

5. mall
businesses
believe
that
reports
and
analytics

6. enda
1. Marketing
with
reports
and
analytics
2. Marketing
campaigns
types
and
reports
a. Email
b. Event
c. Survey
d. Offers
and
promotions
e. Donations
f. Social
media
3. How
to
evaluate
a
marketing
campaign

7. enda
1. Marketing
with
reports
and
analytics
2. Marketing
campaigns
types
and
reports
a. Email
b. Event
c. Survey
d. Offers
and
promotions
e. Donations
f. Social
media
3. How
to
evaluate
a
marketing
campaign
1.
Marketing
with
reports
and
analytics

8. ow
do
reports
and
analytics
late
to
your
marketing?

9. At
its
core,
marketing
i
about
getting
results.
1.
Marketing
with
reports
and
analytics

10. What
are
reports
and
analytics?
Reports
Analytics

11. To
see
the
full
list
of
industry
open
rates,
visit:
bit.ly/ctctopenrates
Government
Agencies
34.08%
Art
galleries/museums
32.06%
EDUCATION
26.30%
HOTELS
21.74%
Entertainment
20.06%
Medical
Services
34.87%
nonprofit
education
33.57%
Nonprofit
Religious
Organizations
40.24%
RESTAURANT
22.72%
Retail
17.96%
Salon
&
Spa
21.22%
Travel
19.08%
28.24%
Manufacturing
&
Distribution23.74%
Publishing22.88%
Travel
&
Tourism
19.08%
sports
&
recreation
26.13%
EVENT
PLANNER21.46%
Consultant
9.85%
Salo
Gove
EN
M
ORGAN
74%
2.72%
Ente
03%
5%
1%
17.91%
21.74%

12. enda
1. Marketing
with
reports
and
analytics
2. Marketing
campaigns
types
and
reports
a. Email
b. Event
c. Survey
d. Offers
and
promotions
e. Donations
f. Social
media
3. How
to
evaluate
a
marketing
campaign
2.
Marketing
campaigns
types
and
reports

13. es
of
mpaigns
reports
2.
Marketing
campaigns
types
and
reports

14. ok
into
vidual
mpaigns

15. 2.
Marketing
campaigns
types
and
reports
Campaigns
and
Reports
Email
Event
Survey
Offer/
Promotion
Donations
Social
Media
• Open rate
Indicates which
subject lines &
topics interest
your audience
• Click-through
rate
Indicates which
content,
products &
services are
most relevant
• Bounces
• Spam
• Opt-outs
• Registration
status
Indicates
effectiveness
of your
promotions &
number of
people
interested in
your event
• Attendance
Indicates if
event topic,
logistics and
promotions
appealed to
audience
• Payment
status
• Response rate
Indicates how
many
customers are
engaged with
your business
& call to
action
• Open rate
• Click-through
rate to survey
• Number
claimed/
sold
Indicates
which
products,
services &
offers your
audience
prefers
• Revenue
• New
customers
• Audience
reach
• Shares
• Funds raised
Indicates
success of
communicatio
n& audience
interest
• Number of
donors
Indicates
awareness of
appeals &
level of
investment
• Donation
amounts
• Engagement
Indicates if
fans are
connecting to
content
• Click-through
rate
Provides
information
on which
multimedia,
blog posts,
products or
services
resonate
• Reach
• Fans/
followers
• Open rate
• Click-through
rate
• Bounces
• Spam
• Opt-outs
• Registration
status
• Attendance
• Payment status
• Response rate
• Open rate
• Click-through
rate to survey
• Number
claimed/
sold
• Revenue
• New customers
• Audience
reach
• Shares
• Funds raised
• Number of
donors
• Donation
amounts
• Engagement
• Click-through
rate
• Reach
• Fans/
followers
Reports
measure...
Campaigns

16. 2.
Marketing
campaigns
types
and
reports
Campaigns
and
Reports
Email
Event
Survey
Offer/
Promotion
Donations
Social
Media
• Open rate
Indicates which
subject lines &
topics interest
your audience
• Click-through
rate
Indicates which
content,
products &
services are
most relevant
• Bounces
• Spam
• Opt-outs
• Registration
status
Indicates
effectiveness
of your
promotions &
number of
people
interested in
your event
• Attendance
Indicates if
event topic,
logistics and
promotions
appealed to
audience
• Payment
status
• Response rate
Indicates how
many
customers are
engaged with
your business
& call to
action
• Open rate
• Click-through
rate to survey
• Number
claimed/
sold
Indicates
which
products,
services &
offers your
audience
prefers
• Revenue
• New
customers
• Audience
reach
• Shares
• Funds raised
Indicates
success of
communicatio
n& audience
interest
• Number of
donors
Indicates
awareness of
appeals &
level of
investment
• Donation
amounts
• Engagement
Indicates if
fans are
connecting to
content
• Click-through
rate
Provides
information
on which
multimedia,
blog posts,
products or
services
resonate
• Reach
• Fans/
followers
• Open rate
Indicates which
subject lines &
topics interest
your audience
• Click-through
rate
Indicates which
content,
products &
services are
most relevant
• Bounces
• Spam
• Opt-outs
• Registration
status
Indicates
effectiveness
of your
promotions &
number of
people
interested in
your event
• Attendance
Indicates if
event topic,
logistics and
promotions
appealed to
audience
• Payment status
• Response rate
Indicates how
many
customers are
engaged with
your business
& call to action
• Open rate
• Click-through
rate to survey
• Number
claimed/
sold
Indicates which
products,
services &
offers your
audience
prefers
• Revenue
• New customers
• Audience
reach
• Shares
• Funds raised
Indicates
success of
communication
& audience
interest
• Number of
donors
Indicates
awareness of
appeals & level
of investment
• Donation
amounts
• Engagement
Indicates if
fans are
connecting to
content
• Click-through
rate
Provides
information on
which
multimedia,
blog posts,
products or
services
resonate
• Reach
• Fans/
followers
Reports
measure...
Campaigns

17. 2.
Marketing
campaigns
types
and
reports
Email:
What
if?
Email
Event
Survey
Offer/
Promotion
Donations
Social
Media
High
open
rate
Make
it
even
better:
• Find the best time & day
• Identify best keywords
• Segment your audience by interest
High
open
rate,
low
click-­‐through
rate
Improve
it
by:
• Have a strong call to action
• Make email mobile friendly
• Keep email short
Low
click-­‐through
rate
Improve
it
by:
• Watch timing & frequency
• Write a strong subject line
• Send relevant, engaging content
Low
open
rate
Low
open
rate,
high
click-­‐through
rate
Make
it
even
better:
• Format links to stand out
• Offer links to preferred content
• Segment audience based on clicks
High
click-­‐through
rate

18. 2.
Marketing
campaigns
types
and
reports
Event:
What
if?
Email
Survey
Offer/
Promotion
Donations
Social
Media
Low
registration
Improve
it
by:
• Check time, date & location
• Keep registration form simple & short
• Promote the event, but don’t push it
Low
registration,
high
attendance
Make
it
even
better:
• Stay with similar time, date & location
• Survey to find out what’s working
• Send reminder & include multimedia
High
attendance
Make
it
even
better:
• Promote event on multiple channels
• Include multimedia in promotions
• Give past attendees early registration
High
registration
High
registration,
low
attendance
Improve
it
by
• Select a better time, date & location
• Provide incentives
• Send reminders
Low
attendance
Event

19. 2.
Marketing
campaigns
types
and
reports
Social
Media:
What
if?
Email
Survey
Offer/
Promotion
Donations
Event
High
engagement
Make
it
even
better:
• Offer topics that interest them
• Share types they like (text, photo, video)
• Optimize times and dates that work
High
engagement,
low
click-­‐rate
Improve
it
by:
• Offer reasons to click links
• Keep posts visually interesting
• Post often, but not too often
Low
click-­‐rate
Improve
it
by:
• Offer useful, entertaining content
• Post when your fans are online
• Include multimedia
Low
engagement
Low
engagement,
high
click-­‐rate
Make
it
even
better:
• Repeat successful calls to action
• Post content that the audience clicks
• Offer exclusive content on social network
High
click-­‐rate
Social
Media

20. tlight
on
the
k-­‐though”
2.
Marketing
campaigns
types
and
reports

22. enda
1. Marketing
with
reports
and
analytics
2. Marketing
campaigns
types
and
reports
a. Email
b. Event
c. Survey
d. Offers
and
promotions
e. Donations
f. Social
media
3. How
to
evaluate
a
marketing
campaign
3.
How
to
evaluate
a
marketing
campaign

23. 3.
How
to
evaluate
a
marketing
campaign
Set
a
goal

24. 3.
How
to
evaluate
a
marketing
campaign
Set
a
goal
Identify
success
metrics
7%
Click
Rate
16%
Open
Rate

25. 3.
How
to
evaluate
a
marketing
campaign
Set
a
goal
Create
a
campaign
Identify
success
metrics

26. 3.
How
to
evaluate
a
marketing
campaign
Check
out
our
new
website!
Half
Moon
Yoga
<halfmoon@constantcontact.com
Inbox
Contacts
Favorites
Chat
Mailbox
Set
a
goal
Create
a
campaign
Identify
success
metrics
Send
the
campaign

27. 3.
How
to
evaluate
a
marketing
campaign
Set
a
goal
Send
the
campaign
Review
reports
Create
a
campaign
Identify
success
metrics
10%
Click
Rate
12%
Open
Rate

28. 3.
How
to
evaluate
a
marketing
campaign
Set
a
goal
Send
the
campaign
Review
reports
Apply
lessons
Create
a
campaign
Identify
success
metrics
Check
out
our
new
website
Before
Registering
for
your
favorite
class
just
got
easier!
After

29. Set
a
goal
Select
the
best
campaign
for
your
goal
What
metrics
will
define
success?
Results
What
worked?
What
didn’t
affic
to
the
new
oon
Yoga
website
AMPLE
• Email
• Event
• Survey
• Offers/promotions
• Donations
• Social
media
• Open
rate
–
average
is
16%
• Click
rate
–
average
is
7%
• Open
rate
–
12%
-­‐
lower
than
expected
• Click
rate
–
10%
-­‐
higher
than
expected
• Call
to
action
was
clear
and
easy
to
find
• Kept
content
short
• Listed
benefits
of
using
the
website
• Subject
line
was
no
compelling.
• Try
a
different
day
week
and
time
of
d
• Email
• Event
• Survey
• Offers/promotions
• Donations
• Social
media
• Email
• Event
• Survey
• Offers/promotions
• Donations
• Social
media
• Email
• Event
• Survey
• Offers/promotions
• Donations
• Social
media
3.
How
to
evaluate
a
marketing
campaign

30. xt
steps
• Set
benchmarks
for
yourself.
• Set
a
frequency
to
review
reports
and
make
changes
to
your
marketing.
• Don’t
change
everything
at
once.

31. BE
A
MARKETER
All
it
takes
is
Constant
Contact®
#BeaMarketer

32. Resources
Get
started
today…
60-­‐day
free
trial
www.constantcontact.com
Learn
more...
Local
and
online
seminars
www.constantcontact.com
Scroll
down
to
Seminars
&
Training
Find
help...
Constant
Contact
Marketing
Resources
blogs.constantcontact.com/library
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out
blog
posts,
guides,
videos,
infographics,
recorded
webinars
and
more!