Test, Measure, Optimize and Repeat
As you’re planning your campaign, consider how you can build in testing and metrics. It is critical so you can analyze, adjust and learn as your campaign progresses. As marketing has moved online, it has become easier to measure via your website or landing page. For starters, that means ensuring your web metrics, such as Google Analytics, are set up correctly. You’ll want to implement tracking codes for each tactic, version, etc. If you are using an email marketing platform, most have built-in reporting for metrics such as open rates and click through rates.
Common things to test within a campaign or channel include email subject lines, headlines, creative executions and offers. You can also look at which channels are creating the most engagement and conversions. Then, adjust to invest in the ones that are generating the best results.
Longer term, you may want to examine broader metrics such as brand awareness, return on marketing investment (ROMI), cost per lead, customer acquisition cost, lifetime customer value, net promoter score, retention rate and churn rate. The list goes on and on. To determine which key performance indicators (KPIs) to measure, align your metrics with your business goals.