Solution Briefs

7 Steps to Making Email a Key Component of your Media Mix

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Copyright © 2019 The Nielsen Company. Confidential and proprietary. Vijay Sankar, Product Marketing Manager Contributor: Moira Freeman, Product Marketing Manager Measuring the performance of your email marketing efforts is a key component of marketing attribution, but not all email marketing implementations were created equal. The accuracy and actionability of the insights you derive can vary drastically depending upon how you implement email as a channel in multi-touch attribution (MTA), which campaigns you include, the level of granularity at which you track, and more. Here are some things to keep in mind to help you implement email effectively and use attribution results to better optimize your campaigns. 1. DETERMINE WHICH EMAIL CAMPAIGNS TO MEASURE Selecting the right set of campaigns to measure is key to deriving valuable optimization insights when implementing email as an MTA channel. For most companies, this requires collaboration across teams within the marketing department. For example, one team might manage transactional email campaigns while another manages promotional email campaigns. Since products are often cross- sold through retargeting and cart abandonment campaigns which leverage both transactional and promotional campaigns, it may make sense to measure transactional and promotional campaigns together rather than separately so that both receive the credit they deserve, and the accuracy of your results are not skewed. 2. EXTEND TESTING WITH ATTRIBUTION One of the most important steps in email campaign optimization is testing tactics. When it comes to testing, most email marketers use basic A/B testing to measure a few basic metrics, such as opens or click-through rates (CTRs). However, when you measure a limited set of metrics, you miss out on optimization opportunities. With MTA, you can test outcome-based metrics like conversion rate and online sales, which enables you to identify which messages and creatives are converting your audiences. For example, while one creative may result in higher clicks, it may not translate into final purchases. Similarly, the open or click rates between creatives might be quite similar, but one may be significantly outperforming the other. MTA enables you to take these nuances into account. MTA also enables you to analyze complex metrics like the "halo effect" of one channel on another, how your marketing efforts impact key audiences, and more. NIELSEN VISUAL IQ

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