How to Measure Impacts of Email and Social Media

Measuring results doesn’t have to be time consuming

Asking for your measurements isn't too personal of a question, so long as we’re talking about your email and social media marketing results.

Tracking results is an often-overlooked task, especially if you’re caught up in great campaign ideas. Yet without seeing the full picture, you may make false assumptions and inadvertently alienate your customers and the potential to grow your business. To assess whether your email and social media marketing efforts are really working, take a closer look at the following.

Email: There are lots of metrics to track including clicks, subscriber numbers, open rates, forwards, and social shares. Yet don’t get too hung up on any one metric, as readers tend to consume more content than they respond to or share. While you’ll want to look at all of your results, the three most important metrics to analyze are clicks, shares, and unsubscribes because they prove the content inspired readers to take action.

Social Media: Don’t be seduced by a high number of fans, friends and followers. Instead, measure results by the quality of engagement. Are fans responding, sharing, and forwarding your messages? They’ll do this if you post great content that evokes emotion such as the satisfaction of learning something new, excitement over getting a great deal, or simply inspiring a laugh.

Flat or self-serving posts used to die on the vine. Now they get buried on Facebook, making your efforts all for naught. So along with analyzing likes, comments, and shares, visual storytellers should also look at the new Facebook video metrics.

The more people engage with you on social media, the more engagement you’ll see. Now that you know what to measure, here are five ways to boost engagement.

  1. Post nostalgic images including pop culture references tied to your business to inspire social sharing.
  2. Send mobile friendly messages with clickable phone numbers and maps to increase email open rates.
  3. Note that positive messages are shared more often than negative ones.
  4. Create lists with practical and fresh advice since they’re more likely to be shared.

Highlight stories about real people, such as your customers, because they are more likely to be shared by the customer and their social networks.

Measuring results doesn’t have to be time consuming if you take advantage of the free tools offered by your email provider and social networks. And it’s a great way to boost customer loyalty through content that engages, informs, and entertains.

Steve Robinson is Constant Contact’s educational marketing expert in the Midwestern United States (IL, IN, KY, OH, & MI). He has over 30 years experience supporting small business, with a background in small business marketing, management & development. He has helped thousands of small businesses, associations, and nonprofits develop and implement effective email marketing, social media, online survey and engagement marketing strategies. Steve has twice been named to Crain’s Chicago Business’ Who’s Who in Non-Profit Management and currently writes a guest blog for’s Inc.well Blog. Steve draws from this experience to be a valuable resource to Midwestern small businesses, nonprofits, and associations. Steve has educated more than 40,000 small businesses on behalf of Constant Contact since joining the team in 2007 and has presented at @Midwest, Techweek Chicago, & for the City of Chicago Treasurer’s Office Online Marketing Contest to name just a few.

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