PROOF OR PROMISES???

DATA DRIVEN MARKETING

Analyzing marketing data can be complex.  That's why it is important to understand how to collect and maintain key data points.  The goal is to identify important trends within your digital (email and social media) campaigns and customer base.  

You must first harvest your existing data before your can apply insights to your future campaigns.  For example, you may learn that your email campaigns result in a higher open rate when delivered on week days rather than weekends.  Or you might learn that a higher percentage of your Instagram followers are under 55, whereas a higher percentage of Facebook followers are over 55. 

Now that you've harvested the data, what will you do with it?

USE THE DATA EFFECTIVELY

Data gives you lots of information about your target audience.  You can harvest information about age, gender, as well as interests, life stage, and personal tastes.  You can identify high-spending customers and free-loading followers.  You can use this information to identify the perfect audience to reach through multi-channel campaigns: email, social media, direct mail, website, and in-store.  Your data can help you position the message where your target audience is going to be.  You can use data to deliver the right message to the right customer at the right time.

Real-time campaign data allows your to make adjustments that boost customer engagement.  This kind of data is particularly useful when a marketing campaign is executed on multiple channels.

TIPSY TUESDAY DATA

I have been delivering Tipsy Tuesday campaign data on two platforms: email and Facebook group.  After 26 blog campaigns, I have learned the following:

1. Out of 762 wholesale clients, 8 (1%) have unsubscribed from my email list.  This number is higher than I like, but does not exceed industry averages.

2. The average open rate is 649.

3. The average unique open rate is 325 (42.6%).  This number is lower than I would like to see, but higher than industry averages.

4. The median open rate is 331, roughly the same as the mean (average), which solidifies the average as a meaningful data point.

5. Consistently, more links were clicked from the email campaign than from the social media campaign.

6. Early morning email delivery resulted in significantly higher open rate than afternoon/evening delivery times.

7. Strategy posts result in higher open rates than other content topics.

8. Stitchin' Tree Social Facebook group has grown from 50 to 149 in 26 weeks.  The largest percentage of growth is connected to existing wholesale clients who have previously made a purchase from Stitchin' Tree.

9. 142 of 762 (19%) wholesale clients have participated in one or more open-coach sessions, registering from Tipsy Tuesday links. 

10. After a 3-week hiatus, 27 of the average 325 email openers (8%) reached out to inquire about the status of Tipsy Tuesday blogs.

Much of this data is baseline information for me. Some of the data will impact my posting content and schedule.   I will set SMART goals related to data points 1, 3, 7, and 8. I will continue to gather data for future decision-making. 

What data can you harvest and use from your own email and social media campaigns?

Join our Social Media Facebook Group

Did you find this tip helpful?  Join our Social Media Facebook Group to stay up to date on social media trends and helpful hints.

Looking to refine and grow your Facebook page?  I offer two coaching groups to assist you in extending your business model through social media.  Facebook Beginners Bootcamp for those who are new to Facebook, and Facebook Success Formula for those who are ready grow their online business with strategic posting strategies and schedules.

Would You Like to Check Out Previous Tipsy Tuesday Articles?

The full library of Tipsy Tuesday social media blogs can be found on our website.