If you operate in a very sales driven organisation then it may be the case that you know exactly how marketing tactics are performing. But I often find that clients are less concerned with detailed reporting if they see an up-lift in business.
The aim of marketing generally is to see an uplift in business, but looking at the finer details can often give you a great insight into the performance of exact elements within your marketing and gauge how recipients responded.
Email marketing statistics to monitor:
Open rates – This can often be a key indicator of whether your topic as described in the subject line was tantalising enough. It is possible to get the strength of your subject lines assessed by third party websites such as http://coschedule.com/headline-analyzer.
The time of day that an email is sent may also be an influencing factor on open rates so may also be worth testing.
Click through rates – It is crucial to include a call to action within an email communication/newsletter, so a click through to your website is the desired goal.
Recipients – It is also worth reviewing ‘who’ is regularly opening your emails. It may be a catalyst for cleaning up your database and removing old contacts who are no longer interested in your products or services.
Social media statistics:
Likes/Shares and Comments – Last year Facebook was found guilty of reporting inaccurate statistics regarding paid advertising, (https://www.marketingweek.com/2016/11/18/advertisers-militant-digital-metrics/) it may be surprising that this has not damaged their business. But this has to be attributed to the fact that business users have an indication of engagement and can see first-hand the results of their posts and advertising.
Checking on Like, Shares and Comments is so easy, and you can get an indication of the topics that generate a response from your followers. More and more business is being generated via social media, so it may be worth noting exactly where your leads are coming from.
It isn’t always measurable as some activities are geared towards reinforcing the brand/enhancing reputation, rather than generating direct leads. But it is always worth asking how/where a client heard about you. Irrespective of the nature of your campaigns, make sure you record the results e.g. 10 more phone enquiries, 2 new clients, value of sales generated. By knowing the performance statistics, it will enable you to replicate the successes, and direct future investment in those activities that will generate results.