The analysis of a campaign is the most revealing moment. If you are anything like me, you will look forward to looking to data results.
Each campaign has its own KPIs but to me the ones that are the starting point are:
1. Successfully delivered (total sent-returned unopened)
2. Open (emaketing only) = total delivered - opened
3. Responses = total open - total total action requests (including unsubscribe requests)
4. Order category 1 = total responses - straight forward orders
5. Order category 2 = total responses - orders after sales follow up
6. Total orders = 4+5
And once this information is in place we start getting to the fine grain, and here is where one can get easily lost.to avoid that make sure to set clearly the goals for that campaign at the very beginning.
Here are two of my basic campaigns: new business and upgrades.
For new business my targets are:
- 100% delivery, will accept 95% as a good result bur less than that will be considered failure and my source of prospects will have to be seriously cleanse if not discarded completely and sent back to the research step.
- 75% open rate, again 65% acceptable Lowe than that my list is exhausted or my subject line not good enough.
- direct orders 3-5%
- queries to follow up by sales 40%, conversion 50% of that 40%.
In figures this will mean that if my campaign has 5-10,000 contacts.
- 9,500 got the email
- 7,125 have opened the email
- 2850 stated their interest in the offer
- 356 have ordered directly
- 1425 placed and order through the sales follow up
Average value of the order $100. Total revenue from that campaign: $178,100.
If the campaign does reach this basic figures, revise the audience, the message, the offer, the timing, the copy...revise everything!
