7 Techniques To Use Growth Hacking With Emails

7. Collect Your Engagement Data


One of the great things about digital marketing and growth hacking techniques is that they are measurable. Modern innovations make it possible to track the success of initiatives like those described above easily. Collect engagement data from the beginning so you can track progress. So, what should you be measuring? Key performance indicators, KPIs, in the email marketing space include: • Open rate • Click tracking • Unsubscribe rate • Conversion rate Other metrics include email reading time, device-specific open rates, and overall return on investment, i.e. email marketing ROI. It’s imperative to collect data on user engagement to see how effective your growth hacking techniques genuinely are. There are many technologies available that do the job for you, so there’s no excuse not to take this step. For example, Validity (previously 250ok) lets you track engagement measures like sharing, forwarding, printing, and more. Meanwhile, Email on Acid lets you monitor open rates, reading time, click tracking, and recipient geolocation. Depending on your business model, it can also be crucial to share email engagement data with your salespeople. Here’s why: “If you’re a B2B business, then you shouldn’t only collect and analyze your email engagement data, but also share it with your salespeople. Such data gives sales more context, and helps them sell better. They’ll know which leads are opening emails and which ones are clicking through, indicating interest. You can do such reporting manually, or set up a CRM-marketing automation integration to automate data sharing between the two.” – Katheriin, Head of Marketing at Outfunnel. With the data you generate from such tools, you can see what’s working and what isn’t in email engagement. For example, with attribution tools, you can concretely attribute web visitors to email readers. You’ll even see which email link the reader clicked. You will then know what direction to take future email marketing campaigns in. You can even take it a step further, using the above tools for experimental purposes. For example, you can use split testing or A/B testing, sending Email A to one group and Email B to another group, and seeing which one performs better. Again, this will help you create better, more targeted emails in the future. Greater personalization targeting highly distinct segments will ultimately pave the path to success, increasing engagement and conversions.




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