Effective Statistical Modeling Strategies for Your Email Marketing Program

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Key metrics of email marketing programs are opens, clicks, & conversions. Opens are measured when an open pixel image is served up or the email is opened by the consumer. People open an email based on pre-established interest or preset expectations. Effective subject lines and timely emails help improve open rates. Also, opens improve over time if you continue to communicate with the consumer with relevance.

Then there is the Click - the good click & the not so good click. People may click un-subscribe and of course the marketer should seek to know why. The goal of the email should be to tell a story and drive people towards conversion by encouraging them to click through onto the landing page. Simple tips would be to create engaging content and tell the rest of the story on a subsequent landing page.

A conversion is the achievement of a goal that has been put together for a particular campaign. This could be getting the consumer to take a survey, luring them towards a landing page, getting them to open an account or book a trip or make a purchase.

Marketers need to assign values for each category and assign a score for opens, a little more for clicks, and of course a higher score for conversions. The OCC score should then be used to create segmented lists that can drive very high responses driving extraordinary conversions.

Many marketers are still in the business of mass marketing with email because of the lower costs of the campaigns. This mass marketing leads to little scoring as the marketer watches overall metrics of opens, clicks, and conversions but does not create individual scores for each customer. OCC scores should be automatically computed per consumer per campaign. This way it is easy to track an individual over a series of campaigns and not just measure single campaign results.

Opens, Clicks and Conversions are being tracked by some progressive email marketers. They assign scores to each consumer activity and then segment their list based on the points, higher scores are targeted with personalized offers, lower scores with bigger discounts.

Ideally an OCC score should be assigned to each consumer and this should be how the list is segmented, offers personalized, and messages delivered. This basically means that as marketers segment they will be targeting people with high scores with more personalized offers and continue to test things out with those with lower scores.