Show Me the Metrics

Posted by Kiki Mills on Fri, Nov 13, 2009

We're pleased to highlight another of our guest bloggers! Welcome to Greg Cangialosi, of Blue Sky Factory! Enjoy the read.

While 'Share With Your Network' (SWYN) is the latest in the email marketing vernacular, it is making a great name for itself as a key element of email marketing strategy. Most of the top ESP’s (Email Service Providers) have a way to easily add this functionality to your messages. To me, the exciting part of SWYN is the reporting and metrics marketers can now get around the sharing aspect of a message. In most cases, ESP platforms will show you a share rate by medium (facebook, twitter, LinkedIn, etc), opens & clicks by medium, who your top influencers are, and the overall reach increase of your message. Marketers love this, and remember, the benefit of all of these extra eyeballs on your message costs you nothing. You are simply allowing your subscribers to leverage their network and expand your message.

As an exercise for a recent presentation on SWYN, I asked our account management team to perform a brief study on some of our clients who are using this feature. We chose 10 clients in 10 different industries, ranging from B2B and B2C and analyzed their last three email marketing campaigns. Across all of the campaigns, the reach increase of the messages was 12%. That is pretty powerful when you think about it. 12% reach increase at zero cost. We’ve even had one client use the SWYN feature to incentivize subscribers to share their email. The top 3 sharing subscribers received free books and conference tickets. These campaigns resulted in a whopping 58% reach increase. Overall the most impressive we have seen so far within our own client base.

So, as you continue to think about new ways to expand your messaging, when it comes to email, think SWYN. This easy to implement feature is doing wonders for marketers everywhere. If you are not yet familiar with this functionality with your current email marketing platform, ask your ESP about how to implement it today. Happy mailing!