Maraming magdi-disagree sa’kin dito

I know how data is key to measuring the performance of marketing campaigns. My clients and practically every email marketer I know swear by this. And it’s true. But only to a certain extent. Personally, open and click rates are nothing but vanity metrics for me. Why? Because they don’t really tell the full story. Paano kung ayaw lang pala nila ng may unopened emails so they opened your email without checking the content? Or may be after opening your email they’re curious to find out where the link leads them… Pero after all that, wala na. And they never bothered going back to it. Gets ba? So while on the surface level this gives a boost in one’s ego to see high open and click rates, What’s the point if leads nowhere after that, ‘di ba? Anothing thing is how big or small an email list. Until you see the data that really matters, you can never judge which between the two is better. Kasi what if malaki nga ‘yung list ng client mo pero scraped emails lang pala ‘yun? Worse, baka ma-hit ang email deliverability mo kasi marami sa kanila ang nag-report sa account mo since they never consented to receive any emails from you. For the case naman of the small list, what if despite how small it is active and filled with qualified leads naman ‘yung emails subscribers? From here pa lang, we can already see which list has a better chance at high conversions. Which is one of the important metrics you should focun on. Sure, nag-open at nag-click sila sa emails mo per ang tanong, napabili ba sila after that? If "Yes" ang sagot mo, congrats because you’re doing good. If "No" naman, mag-start ka nang mag-analyze nasaan ang problema. Kasi one of the things din that affects conversion is your messaging. Baka hindi nag-resonate sa kanila ‘yung sincabi mo, in which case, dito pumapasok ang importance ng list segmentation. Hindi lang ’to para i-divide ang list mo to see which among the segments are active and not. Sobrang powerful ng segmentation if you can write your emails specific to each of the segments you have. Kasi mas sure ka na makaka-relate sila sa content mo. As compared to sending everything to the entire list without taking the time to segment them. Through this, you’re likely to see your email subscribers more engaged than ever. Pero at the same time, naniniwala rin kasi ako na hindi porke’t beginner, hindi muna dapat nakaka-receive ng contents na advanced. Kasi paano kung mas nag-e-excel pala sila if they see the big picture, edi parang pinagkaitan ko naman siya ng chance for that kasi I assumed hindi pa niya kailangan. Same goes for intermediate and experienced copywriters. Just because you’re more "learned" than beginners doesn’t mean you don’t need to be reminded from time to time about the basics that you might have otherwise forgotten because of all the knowledge you’ve consumed up to this point. So ‘pag ganito, I suggest ask your clients how they do things. If wala pa silang standard, it’s your time to play around and check what the their audience prefers. Next thing to check if your marketing efforts are doing well is to check the lifetime value of your customers. What percentage of your buyers are one-time buyers? ‘Pag mas mataas kaysa sa repeat buyers, and of course after considering other variables as well… You might have to revisit your offers and/or messaging. But the goal is to have loyal subscribers who patronize your products every time. Ultimately, more than the quantitative data you’re seeing, you should also consider the valuable insights produced by qualitative data in your marketing reports. Then again, I’m the type of person who doesn’t just accept things to be true. I test them for my own before deciding if they’re applicable for me or not. I hope you also do the same, {NAME}. Now, I want to know, any violent reaction? 😂😂 What’s your view on this? Ako lang ba ‘yung ganito? 😅 Rooting for you, Mark Darwin Balaswit Sent to: {EMAIL} [Unsubscribe]( Top Dog Copywriter, Barangay Commonwealth, 1121 Quezon City, Philippines