An important step with email marketing is measuring your results.  By knowing how your campaigns are performing, you can consistently improve your response rates and ROI. 

Generally, the first place to go after you launch a campaign is Tracking Statistics (accessed from the View/Edit section of your dashboard). Stats show you the most common key metrics such as open rates, click-through rates and video view rates.    

It's important to get some perspective on these numbers.  Open rates are an obvious example. Do you have a 3%, 10% or 25% Open Rate? Numbers can be drastically different depending on the audience of each campaign. The currency of your list, the topic of the email and the campaign content also have a marked effect on Open rates. For example, 3% might be a good response when sending to a large prospect list of cold leads, but it would be disappointing for a list of current customers.  FYI—15-16% is the open rate average across ALL Voodoo campaigns from all clients. 

When first starting out, it's a good idea to do some web research to find out the open and click-through benchmarks for your industry. But over time, you'll want to compare your own campaigns against your other campaigns.  Get an idea of what your campaign averages are, so you can work to improve your response rates over time.  

Ultimately, stats are just percentages, and what REALLY matters is results.  Make sure you have a plan to follow up with contacts who show interest in your campaigns.  With a well-crafted subject line, an email Open is and indicator of real interest.  And recipients who actually click-through to other content and/or view a video are where your efforts will produce results most quickly.  Voodoo clients have had tremendous results when they follow up (especially within an hour of the click-through). 

Voodoo Quick Tip: Leverage Your Campaigns for Maximum Results

Following up with your contacts is a critical component of a successful campaign.  This quick tip will show you some ways to utilize Voodoo features for easy follow up with recipients who have show interest in one or more of your campaigns.  

1.  Most Interested Contacts and New Opportunities from Your Dashboard (Campaign Manager Users Only)

Don't have a lot of time for follow up? Business Builder users can log into Voodoo daily and immediately see their Most Interested Contacts on the Dashboard.  It's easy to see which contacts have been most engaged with your Voodoo outreach over time.  This box shows you your top 20 responders with the most responsive contact at the top of the list. Just click any name to go directly to that contact's information. 

Above Most Interested Contacts you will find New Opportunities.  In this box, you see instantly updated responses from your Campaigns and Sales Funnels. This box always shows your 20 most recent prospect and customer responses from newest to oldest.  Click any name to go directly to that contact's info. 

2.  Automated Action Alerts

One of the most powerful features of Voodoo is our Automated Action Alerts.  These alerts, available to both eVideo Launcher and Business Builder users, enable you to follow up with your hot leads fast. How fast you respond to interested leads is one key to your success.  In fact, the Lead Response Management Study shows that responding to web-generated leads within 5 minutes increases contact rates by 900%!  

This Voodoo feature gives you a fully automated way to know which leads are engaged with your campaign right NOW. Voodoo can notify you in real-time when a recipient:

1. opens your email 
2. views a video 
3. clicks a trackable link  

When any or all of these options are enabled, you'll receive a real-time "Action Alert" (an email notification sent to the address in your personal settings) telling you which contact took action and what action they took.

Get step by step instructions on setting these up on our Automated Action Alerts Blog post. 

3.  Automated 3-Day Stats 

All Voodoo users can choose to have a daily statistics report sent via email for the first 3 days of a campaign—the most critical days.  Automating this task allows you to check the results of your campaign and follow up immediately with contacts that interact with your emails and linked content.

Learn more about Voodoo's Automated 3 Day Statitics. 

4.  Creating Contact Lists for Following Up

We recommend created separate contact lists for those contacts that have interacted with your campaign.  Segmenting out these contacts allows you to follow up with them easily, either by email or a phone call.  

5)  Click the Copy to Contact List button at the bottom.


6)  Select Existing Contact List or New Contact List.  When naming your new list be descriptive (i.e. Campaign Name - Clickers or Campaign Name - Round 1 Clickers)
5)  Click OK and your contacts are now in the list.

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Voodoo has performed numerous strategic A/B/C tests to determine what Email Styles, and what type of embedded links produce the best results.

Even experienced marketers assume “text-only” emails will be perceived as boring and, therefore, less likely to generate click-throughs.  Voodoo statistics from hundreds of campaigns confirm the opposite is true.  The key is keeping text-based emails brief and authentically personal, so they don’t feel like a form email.  

We tested the following three Email Styles:

Personal Email—similar to a note you’d receive from a friend.  It contains a personal-sounding subject line, merged recipient first name, text-only content, with an overall casual tone.

Semi-Personal Email—like a note you’d receive from a friend, but with a bit more “professional” graphic content.  It contains a personal-sounding subject line, merged recipient first name, text with some HTML graphic content, with an overall casual tone.

Commercial Email—like most commercial emails you receive from established companies, with some added personalization.  It contains a promotional subject line, merged recipient first name, all HTML graphic content, with an overall promotional tone.

Are text links, video play buttons or product photos more likely to encourage click-throughs?  

Statistics: Click-Throughs by Email Type and Link Type

Personal Email

43%     Text link (within body copy)
31%     Video Play Button (showing frame from video)
26%     Product Photo only

Semi-Personal Email
39%     Text link
34%     Video Play Button
27%     Product Photo

Commercial Email
37%     Video Play Button
36%     Text link
27%     Product Photo

Comment: This appears to indicate that people respond most readily when the Style and type of link are consistent.  Text-based Personal Emails would normally and naturally include a text link, while HTML-heavy Commercial Emails are expected contain a video play graphic.  

Which type of email gets the best Deliverability and Response rates

(i.e., Opens and Click-throughs to watch related videos)?

Average Deliverability Rates* (as a percentage of total sends):
97%     Personal Email
93%     Semi-Personal Email
86%     Commercial Email

*This drop in deliverability is caused by the inclusion of additional “active” HTML content/links and promotional keywords.  ISP algorithms identify this content as typically “commercial,” and therefore likely to be spam or junk.

Comment: Personal Email is the clear winner here, as “lighter” HTML content is more ISP-friendly and likely to make it all the way to the in-box of the recipient.

Average Open Rates (as a percentage of total sends):
27%     Personal Email
23%     Semi-Personal Email*
8%       Commercial Email**

*The drop for Semi-Personal Email is directly attributable to the drop in deliverability rates, as the tested subject lines were identical to their Personal Email counterparts
**The Commercial Email drop is much larger than the drop in deliverability rates and therefore indicates a greater skepticism and lack of response to email which is perceived as promotional, even when coming from an approved sender

Average Click-Through Rates (as a percentage of total opens):
11%     Personal Email
9%       Semi-Personal Email
2%       Commercial Email

Voodoo’s Conclusion:  Keep it Personal!

Our statistics make it clear that the most effective way to communicate is the one that feels the most personal, i.e., a Personal Email with a Text Link to your video.  The Personal Email produces the highest Deliverability, Open and Click-Through rates.  What’s more, using this style of email, using a simple Text Link to your video is likely to produce 12% higher click-through than the next-best option. 

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