new and flashy marketing channels

new and flashy marketing channels

Despite new and flashy marketing channels continually popping up, email remains one of the strongest for many companies. This involves many people and many departments. Making a decision is a bit hectic as it consists of doing various tests, implementations, during the different stages of the email marketing funnel. It requires one to have the overall view of the program, and not merely having a small patch of the whole processes involved.

Understanding the whole process involved helps to make decisions wisely. (Wilson, E. V., Hall-Phillips, A., & Djamasbi, S. (2015)Failure to use the right techniques during the decision making can lead into bringing unexpected consequences, therefore to ensure that quality is adhered to, key performance indicator(KPI) is done in order to evaluate the success of the organization for it to make strategic decisions based on data analysis

Open and click rates are the primary forms of marketing metrics used in emails as they measure the Email Campaign Effectiveness. They can give a good idea of how the campaigns are performing. However, sometimes they are biased.

Their calculations use the assumptions that have been made. You will always reach 100% inbox placement, which is not the case. Having an overall view of the email conversation funnel helps to come up with the right lights for improvements. Five measures of email indicators will be presented, and the related signs that should be looked at to improve the overall performance of the program.

1. Delivery

This is when the targeted user has accepted the mail

2. Inbox placement

This second step acknowledges that the emails have reached the inbox of the particular correspondent

3. Activity

Going through the content is the first measurable action between the subscriber as it demonstrates their ego it also includes other activities such as if the personnel will delete without reading or forwarding you content

4. Clicks

It illustrates specific interest about the content in your message

5. Conversion

This means that the information in the email has been successfully delivered relating to what the sender wants the receiver to know

According to the defined funnel, the following metrics have been graded accuracy for decision making. The end goal is to help you determine the best parameters to monitor. The key findings are as included below.

In step one, Delivery, the metrics looked upon, includes the delivery rate, hard bounce rate, soft bounce rate, and rejected standard. Their accuracy for decision making includes low, high, medium, and high, respectively.

Under inbox activity, the following metrics are looked upon open rate, opens per unique user, read rate, complaint rate, inbox complaint rate, deleted rate before reading, and the forwarded price. Their accuracy for decision making includes low, high, high, medium, high, high, and high, respectively.

Digging into clicks, we have the delivered volume, click to open rate, core business click to open price, unsubscribe rate, and the evasion rate their accuracy for decision making includes low, high, high, low, and then top.

Finally, the last stage is the conversion where several metrics come under it, which includes the following bounce rate/visits without any clicks percentage of new appointments and the conversion rate. Their accuracy for decision making is high, medium, and high in that order.

Based on this funnel, we can understand why some usual metrics like open rate, click rate are not accurate for decision making. Each indicator (either high, low, or medium) has to be calculated on the current and previous steps of the funnel. Without this context, the research may be biased.

REFERENCES

Gupta, R., Liang, G., Tseng, H. P., Holur Vijay, R. K., Chen, X., & Rosales, R. (2016, August). Email volume optimization at LinkedIn. In Proceedings of the 22nd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 97-106).

Volkamer, M., Renaud, K., Reinheimer, B., & Kunz, A. (2017). User experiences of TORPEDO: tooltip-powered phishing email detection. Computers & Security, 71, 100-113.