Connect
Follow us on
Advertisement
 
 

Show Me the ROI, Part 1: Measuring the Effectiveness of Social Email

January 29, 2010 By Ben Ardito
Get the Flash Player to see this rotator.
 

The day that social media reaches near-ubiquitous adoption is fast approaching, and the pace will only quicken as brands move beyond experimenting with social media and begin to focus on business value. Of course, how marketers should measure that value remains a mystery.

If you're like most marketers, you currently measure the success of social media campaigns in clicks. This is a perfectly fine direct response metric, but not easily aligned with success metrics that really matter, such as sales conversions, brand awareness and, most importantly, return on investment. Part of the challenge lies in understanding what social media really means to marketers — is it a lead generation tool that's best measured in sales metrics or a marketing channel better suited to brand awareness? How can you identify the right metrics for success when you're not even sure what the goals are?

One of the reasons email remains a highly profitable and investment-friendly channel is it's easy to measure success in response rates, customer engagement, sales conversions and so on. The value of email marketing is plain as day for executives to see. And although social media remains hip and relatively cheap, eventually executives will ask, "What am I getting for my social media investment?"

Building the case for social email
Email and social media share more commonalities than some marketers realize. In fact, many consider email the most widely adopted form of social media — it just happens to predate the terminology. Perhaps that's why email and social media seem to share a unique strategic relationship, one that you can leverage when you begin to build your case for investing more in social media.

When email and social media are integrated, it creates more opportunities to measure the effectiveness of a social campaign and whether or not the campaign produced the desired impact. Did the recipients of your social email campaign share the information on their social networks, for example? Did they submit online reviews of your product or service? Did they incite new customers to register for information? These are all measurable behaviors that are driven by email, but with actions that take place in social media.

What about the converse situation? Are you using social media to promote email marketing? You should be. It's great to be able to share coupons and offers via Facebook and Twitter, but growing your list of email subscribers leads to a more sustainable and measurable source of revenue. Using your social networks to promote the value of registering for your email program means your customer database has more potential to grow, which increases the likelihood that your ROI will grow — from both social media and email marketing. Let customers know that your email program will deliver added value, such as unique promotions and offers targeted to customers' specific interests.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

 

SPONSORED CONTENT

MORE ON SOCIAL MEDIA >>

FROM THE BOOKSTORE

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: