4. Email open rate. If you use regular emails to your client database, carefully track how many of your
emails are actually being opened (your email platform provider will have these statistics available for each
campaign you run.) With more than 60% of emails not being opened in most industries, you can evaluate
how you are doing and change your strategy if necessary. Better headlines, an offer in each email, or valuable
maintenance information for homeowners to implement are techniques that frequently increase the open
rate.
Make evaluating your online marketing metrics part of your monthly or quarterly review of your advertising
spend. Over time you will be able to compare your marketing activities, and with these metrics determine
your Return on Investment. Then you can direct you spend on only those activities that have a high rate of
return.
"One must learn by doing the thing. For though
you think you know it, you have no certainty until
you try."
-Sophocles
Today’s Roofer / June 2015
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