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n the past 18 months I have delivered around three million campaigns to both B2C and B2B customers. Averaging 10 campaigns per month with an open rate of 25 percent.
Six Sigma E-mail Process >
A Closer Look
Another area that I am focused on is increasing click rate on campaigns. At my employeer most campaigns have traditionally been focused on open rate and awareness, not recipient action.
Check out my light table of work >
Campaigns have a targeted audience but no personalized message and few actionable items. My first goal is to increase the opportunities in a campaign to click and get more information on either a site or product page. Of course click rates mean less when you don't have a consistent volume of campaigns.
Most of the campaigns are in the B2B space and usually peek in the spring and fall. Which normally means higher click rates happen in those periods. Though I would love to break out of that pattern and get a more consistent and increasing rate.
E-mail Marketing >
In Open Rate, we score much better with an average that falls within industry norms of 19 - 29%. One reason is that we do have a higher level of hygiene in the lists, just not enough intelligence around them to better target messages.
You might also want to look at the Six Sigma process I put in place for e-mail marketing. |
