Just as having the right carpet cleaning supplies is necessary to professionally clean a client's home or business, having analytical data is necessary to a successful email marketing campaign. Many business owners are familiar with the tactic of spending money on advertising and hoping that it works to generate new customers.
However, many types of business marketing strategies don't provide adequate analytical data about their effectiveness. Rather, you have to guess how many new clients are a result of a particular marketing strategy you recently executed for your carpet cleaning company. And, when you run more than two marketing strategies at once, it can be difficult to gauge which one was more successful than the other.
Email marketing shakes up the traditional guessing when it comes to getting new clients and leads through your doors. This digital communication option not only allows you to connect with prime potential and past customers but it also provides you with intricate data about those customers.
With information about how your subscribers reacted to your emails and valuable demographic specifics about each customer, it's no surprise that email advertising has one of the highest ROI rates in the digital marketing realm. This data-driven reporting easily allows your cleaning company the ability to strategically leverage the data about your client's demographics and needs to create customized email messages that convert.
How Email Analytical Data Can Drive Your Marketing Efforts
When you launch an email marketing strategy, you can get the luxury of real-time analytical results. You don't have to guess or wait months to see how your new strategy is panning out. When it comes to emails, you can get detailed information instantly about how your customers responded.
With advanced data metrics, you can answer many key questions regarding your current email marketing strategy. These include:
- How many subscribers opened the email?
- What your click-through rate is?
- What your average ROI is per email campaign?
- What percentage of your sales and leads are coming from marketing with email?
- What time of day is best for response rates?
- What day of the week is best for response rates?
With analytical data tracking and monitoring, you can get real-time answers to these questions. These answers can allow you to better construct your marketing campaigns to create an even higher success rate with your future email blasts.
Testing and Tracking is the Key to Success
Any good marketer will tell you that constant testing of different strategy aspects is the key to getting higher conversion rates. With the analytical tracking offered with marketing via email, you can proficiently test new design aspects to determine the best structure for your future emails.
These various aspects can include any sort of design element that an email is comprised of. Some of the most widely altered by businesses include:
- Deals, discounts, and offers
- Images, graphic designs, visuals, and videos
- CTAs, contact forms, and hyperlinks
- Formatting, font, text size, and layout
- Subject lines
As your email marketing campaign gets underway, you can start testing out different strategies for each design element above. For example, you may want to create two different subject lines for an email message. Then, send one subject line to half of your subscribers and the other to the remaining subscribers.
By examining the open rate for both types of subject lines, you can better determine which one is more likely to catch the eye of your subscribers. By gaining this information, you can utilize the same subject line structure in the future to enhance the number of subscribers that open your email messages.
There are many advanced metrics that you can enjoy when sending out emails as part of your digital marketing strategy. These include:
- Conversion rates
- Open rates
- Website traffic
- Average revenue per subscriber
- Bounce rates
- Unopened rates
- Growth rates
- Unsubscribe rates
- Social media shares
- Forwarding rates
- And so much more!
When you have all of these specific data metrics at your fingertips, it can open up a whole new world of advertising. You can test out many different features to determine what the optimal email design is to get your subscribers to purchase your cleaning services and products.
Creating Focus Groups
As you send out more emails to your subscribers, you can get to know more about them as individuals. This can allow you to better segment your subscribers into common groups known as focus groups. Some examples of different focus groups include:
- Residential customers
- Commercial customers
- One-time customers
- Repeat customers
- Referral customers
- Single household
- Family household
- Quoted customers
- Customers in different geographical regions
Just as there are potentially endless design elements that you can hone in for your email design, there are endless focus groups that you can create. When you group subscribers into these categories, it becomes much easier to personalize the content of your emails so that they will convert better than just generalized content.
For example, you may want to send out an email about adding carpet cleaning to a regular cleaning service for the holidays for your repeat customers. For your one-time customers, you may want to send out an email about the benefits of hiring a cleaning company for monthly cleaning services. When you break down your subscribers into focus groups, you're more capable of creating customized content that has higher conversion rates.
Email Advertising Solutions for Your Carpet Cleaning Company
Just learning about the various benefits of email advertising can be a great motivator to include as part of your digital marketing strategy. However, when you try to implement it, you can suddenly become overwhelmed. With so many data metrics, it can be easy to get in over your head.
Fortunately, Triton Commerce specializes in marketing via email. We know how to analyze data metrics to enhance your carpet cleaning company's success with marketing via email.