That feeling when. . .
One of the best feelings as a marketer is logging into MailChimp (or other email tool) and seeing an awesome open and click-through rate on your latest email campaign. Especially when it’s that email where you toiled over every word, image, and call-to-action. Conversely, nothing feels worse when the offer falls flat and no one clicks on your links.
Or is it just me?
Great content leads to great email marketing performance. When you deliver the right article to the right audience, it improves performance more than any CTA hack or copy tweak. The right content creates engagement, builds your brand, and keeps existing customers around. And, your next email is more likely to be opened. Learn more in our Comprehensive Guide to Content Marketing for Email.
However, it can be hard to show that it is your content—blog posts, articles, and other forms of content marketing—that is driving email performance. It’s particularly difficult if you’re sending a newsletter which may have product offerings mixed with links to content.
MailChimp does a great job showing how an individual email performed and comparing it against other campaigns, but how do you see the reason for that performance?
See how content fuels your email marketing performance
I’m excited to announce our new MailChimp integration! It allows you to see the impact of using blog posts, articles, and other forms of content marketing on email performance.
MailChimp users can now see email analytics in their Matcha dashboard and understand how content is engaging your audience. Specifically, you can see:
- How much web traffic came from clicks on content—blog posts, articles, and other forms of content marketing—compared with how much traffic came from clicks on other links such as product pages.
- How email open rates can trend upwards as your audience begins to value and trust your newsletter and other email campaigns.
- How click-through rates are influenced by content and compare CTR performance by content versus other non-content offers.
In addition to the data on the Matcha dashboard, we will provide an analysis of your email marketing performance as part of your quarterly review.
Putting content analytics for MailChimp to good use
As marketers, we’re always looking for ways to influence the bottom line. There is constant pressure to add a discount or push product in an email. I mean, what if it leads to one more sale? But, if you’re not careful, you’ll exhaust your audience by only talking about your products. Open and click-through rates will begin to slip, and all of a sudden your active audience may shrink.
With the MailChimp integration, you have insight into how content is correlated with performance. Now, you can take a data-driven approach to decide what goes into your emails without having to spend hours digging through spreadsheets and analyzing data. It’s all right there for you and we’ll even help you interpret the results!
This data is the perfect complement to social analytics as well as overall content analytics within Matcha.
Written by Thomas Shields for Matcha.
Featured image provided by Mike Dorner