Tag: click through rate

Get a 30% Higher Click-Through-Rate by Defining Your Content Marketing Processes [INFOGRAPHIC]

Is content marketing more of an art or a science?Well, at the 60 Second Marketer, we believe in the science of marketing. That means we believe in using tangible data and metrics to drive campaign strategies and optimization. But that doesn't mean that we ignore the more artistic side of marketing, especially something as long-form as content marketing. This infographic from Kapost highlights both the artistic and scientific aspects of a successful content marketing campaign. By looking at this data, it could help you course correct or build the right team. Here are some of the highlights:
  • 90% of information transmitted to the brain is visual.
  • Companies with defined content processes see a 30% higher click-through-rate on average.
  • The artistic and scientific mindsets to content marketing are different, but they complement each other. Consider having at least 1 person of each disposition on your team as a decision-maker.
  • Become better at utilizing both perspectives by knowing your strengths, practicing the other mindset, keeping open lines of communication, and implementing the right tools.
Check out the full infographic below, and then click the social buttons to the left to share with your followers! 

5 Ways to Benchmark Your Email Campaigns

Email has emerged as one of the most cost effective ways to deliver content to your customers, but is your email campaign performing as well as it could? There are many ways to judge success of an email campaign, but by looking at these 5 metrics, you can get a well-rounded picture of how well your campaign is performing … and how you stack up against other email marketers.Open Rate: This metric, as measured as the percentage of people on your email list that open your email, used to be the dominant metric used in email marketing. However, since open rates are determined by adding a piece of code to your email, there can be discrepancies across email clients depending on when the code is called that can skew your open rate data. This inconsistency coupled with the fact that open rates do not reflect how engaging your email content is, has led to more people relying on clickthrough rates to determine the health of their email campaigns. However, open rates can help you evaluate the quality of your subject lines and can alert you if a large portion of people are completely ignoring your communication. For companies that send out emails frequently, you should look to achieve a 20% open rate or higher.Clickthrough Rate (CTR):  This metric is the most popular way to measure email success, with 92% of email marketers tracking CTR. Calculated by dividing the number of people who click on a link in the body of the email by the total number of people who open the email, this metric gives you a better idea of whether or not people are engaged with your content. According to MarketingSherpa, an average click through rate runs around 6.64%, depending on how long your email campaign has been live.Delivery Rate: While this may not seem like a significant factor, this metric can help you identify the health of your email list. Figured by dividing the number of emails unable to be delivered by the total number sent, most established email campaigns have a delivery rate of 96% and higher. If you are receiving a lot of hard bounces, emails that are not able to be delivered to the email address you entered, you may need to clean your list. Taking out all hard bounce addresses, and reaching out to your consumers for their current information will help you improve your delivery rate.Conversion Rate: Using a service such as Google Analytics, you can track how many of your email recipients convert on the website. Whether your goal is to get consumers to fill out a web form or make a purchase, you can track their behavior on your site to monitor how many people are being driven from email to do these particular actions. The only downside here is that you cannot track in-store purchases made as a result of receiving an email unless you include specific promotion codes. However, this metric is still valuable in benchmarking your emails. Marketing Sherpa reports that though only 41% of companies capture this information, those companies see an average conversion rate of 1.37%. Applied to a list of thousands, this can translate into significant revenue you can attribute to your email campaign.Return on Ad Spend: As with every type of campaign, we recommend calculating your Return on Ad Spend or ROI. This is the most comprehensive tool to evaluate your email campaign, as well as benchmark it against other media you are using to see which tactics are most cost effective for your business. Though it depends highly on your business structure, for active email campaigns, a ROAS of 4,000% is a reasonable goal to strive for.Posted by Nicole Hall, Account Manager with Mobilize Worldwide. Mobilize Worldwide develops mobile apps, mobile ad campaigns, mobile websites and just about anything else related to mobile marketing for brands interested in growing their sales and revenue using this new and emerging medium.