Lyris Connections Blog

Quantifiable Value: Baseline and the Delta Strategy

Jun 20, 2011 by

Since joining the Lyris Team and my last blog on developing a digital partnership, I’ve spent significant time engaging with our customers and learning more about what they value and what they are facing with regards to their business challenges. The top four questions I hear are:

  • How do we build a quality list?
  • How can we work with the ISPs to improve deliverability to the priority inbox?
  • How can we improve our engagement with our customers?
  • How can we automate to be more efficient?

These are great questions and we will address them all in upcoming blogs, so stay tuned!

What Gets Measured Gets Improved

The executive decision-makers that I have been meeting with usually have a critical tie into the sales organization for ownership either in driving revenue or demand generation for the organization. When meeting with these decision-makers, my first question to them is always:

How do you measure success… and how do you improve
from your current state?

Surprisingly, many customers haven’t set objectives within their organization to measure effectiveness of their email marketing campaigns. Most customers share with me they need to demonstrate ROI on their email marketing campaigns. To measure this, they may be looking at click-through rates, open rates, or deliverability, for example; however, in many cases these campaign metrics are not being directly correlated to the financial metrics of the initiatives they support… nor are target objectives being set to improve their campaign metrics, and as a result, the financial benefits.

What are some of the email marketing objectives you are trying to achieve?

Setting Objectives and a Developing a Baseline

In discussing achieving value with our customers, we start by sharing the results of their email marketing campaigns when they on-board. This measurement becomes their baseline. We listen and learn what their objectives are for their email marketing campaigns. We must understand ultimately, what are they trying to achieve? It is critical for us to recognize what our customers value, in order to be able to deliver value to them.

Let’s say for example, a customer’s objective for their email campaigns is to increase proactive customer inquiries by X enabling them to directly “touch” potential prospects, which in turn accelerates the sales cycle from 6 months to 3 months. In our discovery process during on-boarding, we find their emails to prospects were experiencing low deliverability rates due to their list management practices.

The Delta Strategy

If we know their objective is to increase customer inquiries by X, we have to measure their effectiveness first to understand what they are doing today and what they are experiencing with the inbox. In this case, when we on-board we begin by identifying their baseline on deliverability. From there together we can develop the delta strategy.

The delta strategy is the journey by which we achieve their objectives relative to their baseline. In this case, how do we improve their deliverability to ensure the message reaches a high percentage of inboxes in a timely manner? Once we’ve been able to measure, track and improve that, we can monitor the results and continue to improve other areas of their campaign development relative to their baseline.

Is your delta strategy helping you achieve your objectives?

Now to answer one of your questions: How do we automate to be more efficient? I invite you to join our June 28th webinar as I address best practices on this topic.

Webinar: Email Marketing Automation-Improve ROI without Lifting a Finger

Lyris Staff Writer

About the Author: Lyris Staff Writer

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