Post by account_disabled on Feb 19, 2024 0:29:46 GMT -5
And it is important to send emails or newsletters to customers to keep them updated about our products, news, events, etc. But what's the point of sending them if only a small percentage of them read them? In this article we will share the example of Olympia and how they managed to improve their key performance indicators. DEFINITIONS Before continuing, we believe it is important to clarify some concepts such as the opening rate and the click rate: The open rate is an indicator of how many people have “viewed” or “opened” an email. It is expressed as a percentage and is calculated by dividing the number of emails opened by the total number of messages sent in a given campaign multiplied by 100.
On the other hand, the click rate is the percentage of people who click on a link or image within an email. This rate is found by dividing the number of clicks unique on the links in your email by the number of emails sent multiplied by 100. The CLIENT: OLYMPIA Olympia Metropolitana SA is the company that owns the Olympia Theater in Valencia. Among its main lines of business, the latestdatabase.com management of theatrical spaces stands out, for each of which different email marketing campaigns are sent. THE CHALLENGE It all starts from: how to ensure you have a quality contact base and that you are sending content of interest and relevant to the audience? how to measure it? From Olympia they tell us that when they started using the platform they did not define detailed objectives for the email marketing campaigns, it was with the passage of time, and as they became familiar with the platform thanks to which they declare that they have begun to enhance their strategy of email marketing, when different challenges began to arise.
At first the objectives were basic, to improve opening and click rates, but without setting specific figures or numerical objectives to achieve. Later they added to the objectives of improving reactivity and reducing the casualty rate as much as possible, but without specifying numbers. Starting in 2017, they began analyzing data on open rates, clicks, reactivity, unsubscribes, etc. This already allowed us to have a record of all the campaigns sent and to be able to establish more specific objectives, and even quantify them. After studying the data Olympia decided to establish as reference indicators KPIs: Increase the opening rate.
On the other hand, the click rate is the percentage of people who click on a link or image within an email. This rate is found by dividing the number of clicks unique on the links in your email by the number of emails sent multiplied by 100. The CLIENT: OLYMPIA Olympia Metropolitana SA is the company that owns the Olympia Theater in Valencia. Among its main lines of business, the latestdatabase.com management of theatrical spaces stands out, for each of which different email marketing campaigns are sent. THE CHALLENGE It all starts from: how to ensure you have a quality contact base and that you are sending content of interest and relevant to the audience? how to measure it? From Olympia they tell us that when they started using the platform they did not define detailed objectives for the email marketing campaigns, it was with the passage of time, and as they became familiar with the platform thanks to which they declare that they have begun to enhance their strategy of email marketing, when different challenges began to arise.
At first the objectives were basic, to improve opening and click rates, but without setting specific figures or numerical objectives to achieve. Later they added to the objectives of improving reactivity and reducing the casualty rate as much as possible, but without specifying numbers. Starting in 2017, they began analyzing data on open rates, clicks, reactivity, unsubscribes, etc. This already allowed us to have a record of all the campaigns sent and to be able to establish more specific objectives, and even quantify them. After studying the data Olympia decided to establish as reference indicators KPIs: Increase the opening rate.