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Outbuilding Manufacturing Industry Email Marketing 101: Nurture Your Leads

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House Movers Email Marketing 101: Nurture Your Leads

An email campaign effort justifies only itself by understanding the following Key Performance Indicators: open rate, click rate and of sometimes conversion rate (not always predefined as a sale).

Corporate looking email for brand awareness campaign does not justify the cost of the effort if conversion goals or KPI targets are not predefined.

“SMS marketing helps build an email list while email subscriptions provide valuable insights for sending personalized messages to SMS recipients.”

SMS vs. Email

Optimize your KPIs

Email marketing 101. Our agency wants to make sure our clients are familiar with their email open rate, click rate, conversion rate (call or purchase) and unsubscribe rate. We keep the “bounce rate” KPI for our systems. We use it to keep your email lists clean and optimize your campaigns, as well as to avoid false counts for your KPI.

Now open rate, which is the first KPI in the lead journey, can be optimized with deliverability and infrastructure auditing. Dynamic subject lines including updated prices and current sales name can also be added.

Urgency can be used and “called” on the final days of the sales. This will both have a positive effect on the open and click rate KPI. We find that these strategies will help us get the attentions of stragglers that wait the final hours of the sales to pull the trigger. We do not need to change any our email templates for these. New value can easily be injected the scheduled emails using bulk actions if your email autoresponder allows dynamic content and bulk actions.

KPI tips and tricks

Here is an example with a countdown and dynamic product types based on the logistic requirements for shipping those. We also combine traditional charm pricing strategies such as digit drop, coupons, seasonal offers, etc.

Why are KPIs important?

KPIs are important because they provide metrics to create effective email campaigns that successfully connect with the business's audience, grow customer base, make sales and increase overall revenue for the business. Here are ways KPIs help a business:

Improve strategy
By tracking metrics such as KPIs for emails, a business can assess the strengths and weaknesses of its marketing campaign. This is important to help make monetary and time investments that offer a good return. When a marketing team discovers that certain email content, including subject line, call to action and images, video or text within an email, receives the desired result, they can repeat this success with similar content. Also, when KPIs reveal a weakness in the campaign strategy, marketing teams can determine what causes this and improve their content or their technique.

Track consumer opinions
KPIs can help track the opinions of consumers. Knowing what consumers like and dislike helps marketers create content, adjust campaign strategy and create better products or services for their customers.

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Outbuilding Manufacturing Industry: Best Marketing KPIs to Follow

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Building Mover Industry: Best Marketing KPIs to Follow

Pay-per-click can be daunting because of the complexity in managing it and the management and ad spends costs involved. There are a lot of moving parts and most PPC account executives can’t even begin to explain what is involved in a “modified broad match” strategy on Google Ads for example. Most clients will stick to Key Performance Indicators so will the account executive that manages it. This requires trusts in the PPC management agency and in their understanding of your online and offline offer.

It rarely is the case that an agency can understand the offer of a vast portfolio of clients. It’s a lot of work. That’s why our agency only specializes in the outbuilding construction niche. When talking about the success of an account, it is important to segment out campaigns by the intent of the searcher. In this case, outbuilding construction branded traffic should be a lot more valuable than non-branded traffic, meaning we should look at it differently. In other words, leads looking for “your-company-name barn” are higher intent.

“Google is the most trusted publisher among advertisers with a 98% trust index rating.”

Pay Per Click

List of KPIs to track

We make sure that we provide at least the following to our clients:

Total Leads
Overall Conversion Rate
Online Conversion Rate
Phone+In Person Conversion Rate
Cost per Lead
Cost per New Order

Total Sales
Online Sales
In person

Ad Spend
Google Ads
GA/YT Video Ads

Tracking tips

The main challenge remains tracking throughout the different channels. This often requires custom tracking solutions but a cost effective way is to use spreadsheet for logging all entries and matching ID on a single line to get an aggregation of the metadata. That data can be interpreted for insights and actionables.

We also have keep more advanced segmentations of KPI for internal use. We often use those for weekly calls and weekly KPI reports. For example: Calls By Source, Raw Leads, Qualified Leads, Ratio per Sales Period e.g. Groundhog Day Sales.

What is a KPI?

Key Performance Indicators are used for every marketing channel to measure the performance of your activities, but when we talk about a PPC campaign, KPIs are indispensable, being the only way to evaluate the efficiency of your ads. Understanding key performance indicators should be the basis for anybody who decides to work with PPC advertising.

Tracking PPC KPIs is like stepping on the scale. It’s a way to track your PPC ad performance to make sure the ads are effective. According to research, 97% of Google Ad campaigns fail without proper analytics.

Despite the importance of monitoring performance, 72% of companies haven’t even looked at their PPC campaigns in over a month! If you’re a part of that 72%, it’s time to take a deeper look.

“PPC is a huge business driver for 74% of brands.”

PPC Statistics
SMS/AI Client Nurturing

Post-shipping: in touch with the destination

Staying one step ahead during delivery sometimes taking up to 6 weeks for building being shipped over the road. Proving another point-of-contact to prevent miscommunications and handle efficiently missing, broken or wrong parts being shipped.

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