This is the sixth entry in a series about getting maximum ROI from your email newsletter and email marketing efforts. The first post, Key Elements for Maximum Email Newsletter ROI - Email Newsletter, Email Marketing Podcast Part 1 focused on knowing what device a newsletter will first be opened. Part 2 dealt with color and content completeness. Part 3 started the discussion of patterns followed by successful email newsletters. That discussion was continued through Part 3a, Part 3b and part 3c.
Here we answer "What are some of the ways to measure your audience’s response to your newsletter?"
This is a hot topic right now - measuring response. To anything. I'm working with Eric Peterson and the WebAnalyticsDemystified group on what we're calling "The Engagement Project" to come up with a metric and a way of measuring exactly what kind of response and how much of a response you should expect from your marketing efforts.Measuring response at the machine level is fairly straightforward. Did they open the newsletter? On what device? How many times? Did they follow a link? Did they download something? Basically, did they do something the author wanted them to do?
Beyond that you get into reader psychology. This is where you find out why they responded the way they did and how to change that response, if required.
This is where Engagement and its different definitions begins to play a role.
Let me give you another example; did people get back to you about something in your newsletter that wasn't a link or clickthrough? Did they call or email? With a comment or question. There are a few things in our newsletter that were placed just for this purpose, to get a very specific and very unobvious response because it allowed us to determine what was engaging them -- what was driving them to perform specific actions, what was causing them to think, what were they reacting to and in what non-obvious ways.
This is a standard research method in cognitive science research and, amusingly, is also used in magic shows.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- How to Design an E-Mail Newsletter to Maximize Your ROI: Part 1
- How to Design an E-Mail Newsletter to Maximize Your ROI: Part 2
- Email Newsletters, Anyone?
- Make sure your email newsletter is working
- SEND Glands Blog arc
- Know How Someone Is Thinking in 10 Seconds or Less Half-day training at the Fashion Institute of Technology in NYC, 13 June 08
- New Communications Forum 2008, 22-25 April 08 at The Vineyard Creek Inn & Spa, Sonoma County CA
- San Francisco Emetrics Marketing Optimzation Summit, 4-7 May 08
- International Communication Association's Communicating for Social Impact, the 58th Annual Conference of the International Communication Association at Le Centre Sheraton Hotel, Montreal, Quebec, Canada, May 22-26, 2008
- SUNY Marketing Professionals Conference at the Fashion Institute of Technology in NYC, 11-13 June 08
Sign up for the NextStage Irregular, our very irregular, definitely frequency-wise and probably topic-wise newsletter.
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Tracked on: April 11, 2008 9:26 PM | Permalink to Trackback