By Tom Wozniak, Head of Marketing – published on Only Influencers on 7/1/20
As email marketers, most of us are focused on how our campaigns perform. Even if our emails aren’t specifically designed to drive leads, sales, or other recipient actions, we still monitor key metrics like Open Rate to at least determine if recipients are looking at the message. For those email marketers who are more performance-driven, email is an ideal channel when it comes to measuring performance across a wide variety of campaign metrics.
Every email campaign provides a wealth of data that marketers can use to optimize future mailings. Data that can be evaluated at simply the campaign level or used for advanced analysis across audience segments, test groups, individual CTA’s or virtually any other element of the email creative or structure.
With all these campaign metrics to choose from, marketers will often focus on just a few key KPI’s when it comes to evaluating performance and optimizing future campaigns. While these may vary, they are typically related to the positive outcomes that marketers are trying to generate: Email Opens, Clicks, and Conversions, etc. It is obviously important to carefully measure and analyze KPIs and campaign goals, but there are a number of other metrics that can be extremely useful in campaign optimization initiatives.
Among these additional metrics, and some of the least often analyzed, are the negative metrics that are created by every campaign. We call these Negative Marketing Signals because they represent signals that your recipients are sending you about what they don’t like about your email strategy and messaging. It’s human nature to focus on positive outcomes. Having a goal-oriented, eyes on the prize, and a typically optimistic mindset is fairly common for marketers. So, it may seem entirely natural for marketers to spend the majority of their time looking at positive KPIs and working toward optimizing them in each subsequent campaign. However, looking at the negative signals that recipients are giving you about how your messaging is not engaging with them can be extremely valuable when dialing in your email performance over time.
Think back to your own experiences in school or in your career. When you received negative feedback on a project or even had a less than positive experience in some past role, do you simply ignore that information and move on or do you take that constructive criticism or learning about yourself and use it to grow and improve? You may realize that some of the most valuable lessons you ever learned came when things didn’t necessarily turn out the way you wanted. The same can be said about email campaigns.