12 MARTZ features you should be using
Track & measure your marketing campaigns
Marketing campaign effectiveness metrics are the backbone of any successful campaign. The idea is simple: good data drives good decisions. Data that informs, provides program insights, and improves the customer experience will undoubtedly result in acquiring more quality leads and ultimately increase sales.
With the ability to measure marketing campaigns, you have evidence on what works as well as where you need to focus your attention and resources.
Tracking will show you what marketing vehicles are working and which ones are not. It will help you in evaluating your marketing efforts and where you are spending your marketing budget.
There are four steps to measure the effectiveness of marketing campaigns:
- Plan the campaign and how you want to track it.
- Define the channels you want track.
- Define the Marketing Metrics You Want to Measure.
- Measuring Your Campaigns.
Focusing on the right metrics will help you to analyse and improve any of your marketing campaigns. Following are the most common measurement parameters or KPIs:
Your open rate is the percentage of your email recipients who opened your email. This is an important metric to measure because your email campaigns won’t do a thing unless your subscribers are actually opening and reading them.
Email Open Rate =(Emails Opened)/(Emails Sent -Bounced Emails)
Click Through Rate
Your click through rate is the percentage of your email recipients who clicked on a link inside your email. Most of the time, getting your subscribers to click on a link inside your email will be the main goal of your campaign, so this is an important metric to measure.
CTR=(Number of Clicks)/(Number of messages delivered)
Your conversion rate is the percentage of your email recipients who completed your desired action (e.g. purchasing a product).
Conversion Rate=(Number of Conversions)/(Number of Delivered Emails)
Your bounce rate is the percentage of your total emails sent which weren’t successfully delivered to your recipient’s inbox.
Bounce Rate=(Number of Bounces)/(Number of Delivered Emails)
Your campaign ROI is the overall return on your investment for your email campaign.
This is a type of marketing strategy where your business tries to attract attention to their product or service by campaigns that go “out” into the marketplace in order to generate sales. Typical examples of outbound marketing strategies:
TV, Print, Radio advertising;
Public relations campaigns.
Inbound marketing strategy is designed to pull customers to your business by such means as attracting people to your website or by the effective placement of ads on popular social media sites. Typical inbound marketing strategies:
Email marketing campaigns;
Website based contact (including web content and SEO);
Social media placement.