When you’ve invested time and energy in creating and sending out content (learn more about that here) don’t miss out on seeing how it’s received. Tapping into the statistics can be really rewarding and helpful in shaping your future content.
Sending campaigns through systems allows you to access the information we don’t have when we send correspondence individually. For example, you can check your open rate: how many of your subscribers have opened your email; or click-throughs: how many of your subscribers clicked on the link. By regularly reviewing these stats you may be able to spot patterns such as whether they change with the kind of content or the length of the piece. The Purple Mookiting analysis indicates clearly that our subscribers prefer short, regular communications. We think that’s worth knowing and working to.
As our digital privacy is increasingly protected, we need to look at other ways to track engagement. Including key phrases or tracking enquiries or sales linked to the communication campaign are effective ways to do this. Common examples you may recognise are “use this code” or the use of a campaign name (eg: BlackFriday) so when the customer makes contact, with the right process in place (so that the enquiries are collated) the impact of the marketing strategy can be measured and the impact of the effort assessed.
Having established a baseline, we recommend you set yourself growth targets, craft the communications and then make adjustments making every effort to achieve them.