You’re a marketer who just spent the past several months planning and executing a campaign. You determined your purpose and your goal, decided who you wanted to target and found people who fit that criteria, developed and curated content to share with them over a series of emails and perhaps you hosted a webinar too. In short, you lived and breathed this campaign every day you entered the office and now it’s over. On to the next one…
Stop! Don’t move on so fast! Do you know your campaign’s effectiveness? Do you have any ROI or other metrics to show your leadership team, or learnings to apply to the next campaign?
Far too often we dedicate hours upon hours to planning and executing campaigns never to measure whether or not our efforts paid off.
Why You Need to Measure Your Efforts
You did the work — and now it’s time to learn from it. Here’s why:
- What impact did your campaign have? First and foremost, you need to determine the impact of your campaign. For example, how did it influence lead generation and conversion? What was the ROI? Answering these questions is not only essential in helping your marketing team make more informed decisions the next time around, but it also provides you with information that your leadership team wants to know.
- What worked well? Second, you need to figure out what you did that created positive results. Did you have any specific messages that resonated particularly well? Any new tactics that proved beneficial? Or did you find a particular type of person was more likely to respond? If you understand what worked best, you can then use this knowledge to improve future campaigns.
- What didn’t work so well? On the flip side of that, you also need to determine what didn’t seem to work for you. Not everything you do will be a homerun, and that’s okay. When something doesn’t work well, you have an opportunity to ask why not and figure out what you should avoid in the future or what you can do instead.
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What You Should Measure (and How To Do It)
Now that you’re sold on the importance of measurement, what exactly do you need to measure? Let’s say you’re running an email marketing campaign. Some common places to start include bounce rate, open rate, click through rate, unsubscribe rate and inbox placement rate. But there’s a lot more at which you can look beyond those five metrics.
If your emails included links to gated content, you might also want to measure how many people (and who) filled out the form to download the content as well as who actually viewed it. If you included an invite to a webinar or other event, you can measure how many people (and who) registered and then attended. In short, you need to think beyond the confines of the campaign itself: Think about the path the campaign led people and follow it to see what happened.
In all cases, you’ll want to measure what changes resulted from the campaign. For example, did you identify any new leads or did you move any existing leads further down your funnel or even convert them?
So what’s the key to unlocking these metrics? Marketing automation. You can use the same system that you used to configure the campaign to measure its effectiveness. You see, metrics are a key component of marketing automation, it’s simply a matter of reviewing reports and dashboards that display relevant information and then referring back to that data on a regular basis.
It’s Time to Take Off the Blindfold
At the end of the day, measuring the effectiveness of your campaigns is a must because it can help you be more purposeful in your marketing efforts. The knowledge that these types of measurement can provide will mean that you’re no longer taking a stab in the dark each time you run a new campaign. Instead, you’ll be making informed, data-driven decisions. Best of all, marketing automation makes it a cinch.