Email continues to outperform Social Media as a tool to engage your audience, this doesn’t mean we write off Social. It just means we need to refine our message and specifically refine the audience or segment we engage with.
We did some analysis and discovered…
…that engaging with those people who were actively showing an interest in our content, delivered a higher percentage level of engagement. Over the past 24 months, we’ve sent a newsletter almost every month. Probably every six weeks on average. We called this Phase 1 – essentially emailing our entire database. It was a starting point.
After about 12 months, we did some analysis and reduced that group from about 3,000 unique contacts to about 600 unique contacts. The segment reduction was based on people’s engagement. We specifically built a segment based on those people who had opened and/or clicked-through on emails within the past 90 days. We also included filter criteria to include website visits and form submissions.
You can see below the improvement of the ratio between Average Email Sends and Unique Opens. A far greater number of people from the smaller segment are opening our newsletter – Outside the Cube. Subscribe today.
Sending fewer emails is clearly more effective in this instance
Whether this approach will work for your organisation is largely dependent on your objective and what you define as campaign success. It could be argued that we’ve manipulated the numbers here in order to obtain a high unique open rate. However that’s not the case.
The number we arrived at for phase two was a number of its own creation, this is the number of people who are actively engaged with Marketing Cube based on the segment filter criteria we set.
Digital Body Language™
The graph above shows four points, three are behavioural and one system oriented.
Unique Open Rate
Many years ago Google decided to show you data based on unique behaviour. This meant that instead of having 43,300 website visitors in a specific period, you may actually have 6,324 “unique” visitors. The same logic is applied to “unique email opens”.
The technology used to provide you with feedback on email open activity means that every time a person uses their arrow key to navigate through the email inbox, an email is counted as “opened” each time they pass over the email.
You can see why a “unique” count is a much smarter metric.
Unique Click-through Rate
A click-through is when a person clicks on a link within your email. Now, if you have many links, a unique view is helpful. Oracle Marketing Cloud Eloqua users can access the Click-through Report from the email editor once the email has been active to see which links are performing the best.
This level of reporting helps you see which emails may be causing higher than usual unsubscribes. It’s a helpful level of insight when members of the team may “think” an email is causing issues. It’s always better to deal in facts than “gut feel”.
Hard Bounce-back Rate
A hard bounce means the email has been rejected by the email server it’s directed to. This generally means the contact is no longer with that company. This data is easily extracted using Segments. It’s good business practice to share this data with the CRM team and perhaps also the Customer Service team so they can make some outbound calls to follow-up and see if there’s a new email address that could be added to the CRM and in turn, to Eloqua.