The customer journey can be a long and arduous one, calling at many ports before the decision to buy is finally made. As marketers, it’s important that we map the entire journey so we can understand which marketing touchpoints are vital navigation aids and which are merely signposts on an already clearly defined route. Marketing attribution helps us make sense of those customer journeys and optimize future voyages. Marketing attribution used to be a simple job. Full credit for a conversion was typically given to the first or last touchpoint, […]
Click-to-open rates (CTOR) are valuable metrics to track because they give marketers like us insight into how well our content is resonating with subscribers. While there are numerous ways to determine how successful email campaigns are, CTORs are easy to calculate, analyze, and communicate, making them a powerful metric for showcasing email campaign performance. What is a Good Click-to-Open Rate for Email? Now that we’ve established why CTOR is an important metric for email marketers to look at, the real questions come into play: How do we know whether what […]
There are a million and one ways to evaluate a marketing campaign and a million and one points throughout the campaign to measure. Marketing attribution is one method of analyzing results that can help you prepare future strategies and optimize ROI. What Is Marketing Attribution? Marketing attribution refers to the process where marketers analyze how strategies and specific customer interactions contribute to sales, website traffic, and overall revenue. These various interactions are known as touchpoints and they represent some sort of action that the potential customer has taken whether that’s […]
This month’s emfluence Marketing Platform updates include more security enhancements, picklists for custom fields, email subject lines in reporting, and more. See what our community has asked for and what we built: Security Enhancements: Two-Factor Authentication Building on several recent security updates (including trusted devices), users now have the ability to turn on two-factor authentication if they choose. In the security options of your user profile, you can enable two-factor authentication. Once activated, you will be required to confirm your identity by supplying a code sent to the email address […]
Holiday cheer, string lights, Black Friday frenzies, candy canes, and hot chocolate may be the last thing on your customers’ minds right now, especially with the sweltering heat of summer bearing down. Marketers, however, have to work a few steps ahead which means that while swimming pools and cool drinks dance through the minds of our audiences, sugar plums and Christmas trees are dancing through ours. We’re here to remind you that the holidays are fast approaching and while half a year may seem like plenty of time to prepare, […]
