“My open rates and click through rates have dropped”. Jenny explained how she used to constantly get increased success in her email marketing campaigns.
Jenny is an ultra experienced and highly intelligent marketer. She runs the online marketing for an Irish online retailer and has sent more email marketing campaigns than most; yet she still craves for higher open rates, click through rates and more opt-in subscribers to her email promotions.
On review, it appears that Jenny is comparing the open rates of her Back to School offer with that of her Father’s Day promotion. One email appeals to mothers with kids between the ages of 4 and 12 and the other appeals to anyone with a Dad still alive. The first email has four embedded links; the second email has eleven links. So how can you compare these campaigns? You can’t! Not even sales converted or revenues earned is a worthy metric for comparison.
1 million click throughs Booohahahah!
The new metrics of email and online marketing are based around your audience and your influence over this following. How many times do they blog about you, re-tweet your content, recommend you to others? What level of engagement are you having with your followers, friends or fans and what is the quality (not quantity) of your following?
Audience, their loyalty, your influence and engagement levels are all measurable. They are a true comparable measurement of your marketing skills. This new method of counting exposes those that are just collecting names compared to marketers that gain a following and who show uniqueness and leadership.
For Jenny it’s a numbers game of hits and clicks. The new count is much more revealing.
I’ve never read anything more unprofessional in my life! Brilliant – a client comes to you, the supposed experts, and rather than educate the client, you ridicule them! Online marketing company – you’ve just destroyed your own public image.
I doubt whether you’ll moderate this comment, so my sentiments probably won’t reach the intended audience as you’re that blinkered and self-obsessed.
Rex,
The blog is about metrics, measurement and success of online marketing. It never mentions that Jenny is a client. It never mentions that she came to us for advice. It never mentions or implies that we are experts although I am glad you think that comes across. It never ridicules the client and my order book would tell me that our public image is not destroyed just yet.
You are right on the self-obsessed bit however.
Niall
Do you always discuss your clients in this way? I work in an agency and although I face a similar situation on a regular basis, it’s your role to educate your clients on these factors, not ridicule their objectives or level of understanding in such a public forum. There is no way on this earth I would discuss my experience with a client in such an unprofessional way.
If I were reading this and deciding where to spend any emarketing budget I would think twice. Clients are what make your business – like it or not – and a simple rule of marketing that’s unaffected by any change in online behavior is – keep them happy.
Elaine,
Again, I will reiterate. At no stage did I mention that this was a client and at no stage did I mention that I gave her advice. At no stage did I mention any private business dealings I may have had and the thrust of the story is not about Jenny, it is about metrics.
As I am sure you are aware the best way to make a point is to include it as a story. That is a fundamental of marketing.
You have misread the article and you are extracting details that simply don’t exist.
Thanks for reading and your input.
Niall
If this person didn’t come to you for advice, at least begin the post with “Once upon a time” – at least it would qualify it as some fairy-tale that you’ve invented.
Metrics schmetrics – it’s your duty to educate the client. And to conduct yourselves professionally.
The sad thing is you probably thing this is generating a conversation, and has some SEO-related merit.
And you can add “conceited” and “condescending” to the list.
Oh.. and
No.. I don’t think I misread anything – whether fairy story or based on experience this reads a lot like patronising clients – “This new method of counting exposes those that are just collecting names compared to marketers that gain a following and who show uniqueness and leadership.
For Jenny it’s a numbers game of hits and clicks. The new count is much more revealing.”
Either way, you might want to rethink what you write to show you and your company in best light in future.
That’s me told!
Good article. You may be a heretic but most agents of change are.
I think it’s only a matter of time until the informed brands shift to measuring customer’s attitude to brands and away from pointless page impressions etc.
I would add that there is no better metric than cash in the till. Think you got it wrong on that one.
Finally, the criticism you have published is unbalanced and smells like competitor jealousy to me. Points for publishing though!