![Business Geek Shirlaws Blog www.shirlawsonline.com Shirlaws Business Links [email_address] Vision 6 Metrics Reports http://www.vision6.com.au/emailreport.html Internet Marketing Blog www.blog.hubspot.com Signal v Noise www.37signals.com/svn Trovus www.rewardingdialogue.co.uk Techcrunch www.techcrunch.com Hacker News news.ycombinator.com Paul Graham www.paulgraham.com Extra Reading](https://image.slidesharecdn.com/jacobaldridgelearnhowtousemetricstoyouradvantageemsa2009final-12584251786229-phpapp01/85/Using-E-Marketing-Metrics-To-Your-Advantage-Emsa-2009-29-320.jpg)
Using E-Marketing Metrics To Your Advantage - Emsa 2009
- 1. Using Metrics to your Advantage Jacob Aldridge , Business Coach, SHIRLAWS WHY, WHAT, HOW, REVIEW–Think Strategically WHY and WHAT – A Shirlaws Case Study WHAT Metrics I need, and which ones you might HOW to apply this to your business
- 3. Bigger Picture What do we do to achieve that? VISION – WHY are we doing this?
- 4. Source: Shirlaws Online Strategy – WHAT are my options? 1. 2. 3. 4.
- 5. We give our clients a lot of love. But we weren’t engaging with the majority of people we had a business relationship with. Shirlaws Queensland - before email marketing # of Businesses we are in a relationship with 600 # of Businesses who were ‘Coaching Clients’ last year 60
- 6. Shirlaws Queensland - before email marketing Which meant they might forget about us, and engage another business coaching firm # of Businesses we are in a relationship with 600 # of Businesses who were ‘Coaching Clients’ last year 60
- 7. TO ENGAGE Shirlaws Business Links Shirlaws Queensland – WHY email marketing?
- 8. 1. 2. 3. 4. Shirlaws Queensland – WHAT strategic options?
- 11. Open rates Click through v open Unique links per clicked through Most engaging email subject line Most engaging topics Most engaging placement of links Shirlaws v industry averages So What Metrics do I need? (measuring engagement)
- 12. Click through rates (total) Bounce numbers HTML v plain text Total clicks Subsequent website interaction Relationship to workshop attendance Quality of the joke Who loves me or doesn’t love me Metrics I don’t use but you might
- 13. Bounce numbers Open rates Click through rates (total) HTML v plain text Total clicks Subsequent website interaction and Sales Most opened email subject lines Most clicked placement and formatting of links Another Example (Purpose – Sales)
- 14. Shirlaws Queensland - Open Rate
- 15. Shirlaws Queensland– Click Through Rate v Open Rate
- 16. Shirlaws Queensland – Unique Links per Click Through
- 17. Quirky v Business-like Quirky subject lines are 10% more likely to be opened Shirlaws Queensland - Open Rate by Subject Line
- 18. Quirky v Business-like 29.90% Open 40.07% Open Shirlaws Queensland - Open Rate by Subject Line
- 19. Quirky and Other Business are 20% more likely to be clicked on! Shirlaws Queensland - Open Rate by Subject Line
- 20. Van Halen's M&Ms Socks by subscription Think Feel Know Indicator Getting enough sleep? Income | Equity | Control | Yoghurt What the internet knows about you Most Engaging Topics
- 21. Most Engaging Topics – Does Placement Matter
- 22. Shirlaws Queensland v Industry Averages
- 23. Other Observations and Trends 34.95% 13.18% 37.40% 68.05 1.83 Date Topic # Sent Open # Open % CTR # CTR % CTR % of Open Unique Clicks Clicks / Person 22/05/2009 Do More with Less 242 86 35.54% 25 10.33% 29.07% 48 1.92 29/05/2009 Energy Please 272 109 40.07% 44 16.18% 40.37% 89 2.02 5/06/2009 And Statistics 275 101 36.73% 36 13.09% 35.64% 60 1.67 12/06/2009 Catalyst for Change 273 98 35.90% 39 14.29% 39.80% 80 2.05 19/06/2009 Spot the Difference 273 109 39.93% 49 17.95% 44.95% 87 1.78 26/06/2009 Start me Up 271 99 36.53% 32 11.81% 32.32% 74 2.31 3/07/2009 New Year's Revolution 271 90 33.21% 27 9.96% 30.00% 46 1.70 10/07/2009 Collecting Pennies 272 90 33.09% 20 7.35% 22.22% 33 1.65 17/07/2009 Interesting -> Relevant 280 92 32.86% 24 8.57% 26.09% 42 1.75 24/07/2009 Be an IT Girl 280 103 36.79% 45 16.07% 43.69% 75 1.67 31/07/2009 Once More with Feeling 285 95 33.33% 33 11.58% 34.74% 60 1.82 7/08/2009 Catch and KISS 285 114 40.00% 59 20.70% 51.75% 100 1.69 14/08/2009 Think First, Benefit Later 283 107 37.81% 53 18.73% 49.53% 96 1.81 21/08/2009 Colour me Beautiful 284 98 34.51% 34 11.97% 34.69% 61 1.79 28/08/2009 Pushback is Positive 285 91 31.93% 39 13.68% 42.86% 75 1.92 4/09/2009 Eeek - Marketing 291 99 34.02% 43 14.78% 43.43% 93 2.16 11/09/2009 Rock Bottom - Are we there yet? 291 87 29.90% 29 9.97% 33.33% 48 1.66 18/09/2009 Food LoveRSS 295 102 34.58% 39 13.22% 38.24% 75 1.92 25/09/2009 Discover your Learning Style 295 93 31.53% 38 12.88% 40.86% 61 1.61 2/10/2009 That's Choice Bro 295 98 33.22% 37 12.54% 37.76% 73 1.97 9/10/2009 What's that Smell? 308 100 32.47% 34 11.04% 34.00% 53 1.56
- 24. Other Observations and Trends 34.95% 13.18% 37.40% 68.05 1.83 Date Topic # Sent Open # Open % CTR # CTR % CTR % of Open Unique Clicks Clicks / Person 22/05/2009 Do More with Less 242 86 35.54% 25 10.33% 29.07% 48 1.92 29/05/2009 Energy Please 272 109 40.07% 44 16.18% 40.37% 89 2.02 5/06/2009 And Statistics 275 101 36.73% 36 13.09% 35.64% 60 1.67 12/06/2009 Catalyst for Change 273 98 35.90% 39 14.29% 39.80% 80 2.05 19/06/2009 Spot the Difference 273 109 39.93% 49 17.95% 44.95% 87 1.78 26/06/2009 Start me Up 271 99 36.53% 32 11.81% 32.32% 74 2.31 3/07/2009 New Year's Revolution 271 90 33.21% 27 9.96% 30.00% 46 1.70 10/07/2009 Collecting Pennies 272 90 33.09% 20 7.35% 22.22% 33 1.65 17/07/2009 Interesting -> Relevant 280 92 32.86% 24 8.57% 26.09% 42 1.75 24/07/2009 Be an IT Girl 280 103 36.79% 45 16.07% 43.69% 75 1.67 31/07/2009 Once More with Feeling 285 95 33.33% 33 11.58% 34.74% 60 1.82 7/08/2009 Catch and KISS 285 114 40.00% 59 20.70% 51.75% 100 1.69 14/08/2009 Think First, Benefit Later 283 107 37.81% 53 18.73% 49.53% 96 1.81 21/08/2009 Colour me Beautiful 284 98 34.51% 34 11.97% 34.69% 61 1.79 28/08/2009 Pushback is Positive 285 91 31.93% 39 13.68% 42.86% 75 1.92 4/09/2009 Eeek - Marketing 291 99 34.02% 43 14.78% 43.43% 93 2.16 11/09/2009 Rock Bottom - Are we there yet? 291 87 29.90% 29 9.97% 33.33% 48 1.66 18/09/2009 Food LoveRSS 295 102 34.58% 39 13.22% 38.24% 75 1.92 25/09/2009 Discover your Learning Style 295 93 31.53% 38 12.88% 40.86% 61 1.61 2/10/2009 That's Choice Bro 295 98 33.22% 37 12.54% 37.76% 73 1.97 9/10/2009 What's that Smell? 308 100 32.47% 34 11.04% 34.00% 53 1.56
- 26. Relationship with workshop marketing Removing / replacing the ‘send to a friend’ header Is orange a better header colour Release of online products – do we change the purpose for 2010? Christmas gift – an e-book of the intranet jokes of the week Survey of readers to test assumptions Upcoming REVIEW Discussions
- 27. Your Actions and Key Learnings
- 28. Brand awareness increased – linked to ‘quirky’, ‘joke’, and ‘business width and depth’ Engagement with Shirlaws has increased People don’t want to be sold to each week My Key Learnings from Metrics
- 29. Business Geek Shirlaws Blog www.shirlawsonline.com Shirlaws Business Links [email_address] Vision 6 Metrics Reports http://www.vision6.com.au/emailreport.html Internet Marketing Blog www.blog.hubspot.com Signal v Noise www.37signals.com/svn Trovus www.rewardingdialogue.co.uk Techcrunch www.techcrunch.com Hacker News news.ycombinator.com Paul Graham www.paulgraham.com Extra Reading