Since the start of the digital age, email marketing has been the gold standard for connecting businesses with their audience. However, the conventional metrics (e.g. opens and clicks) we’ve long relied on to gauge success are missing the mark. In an industry where personalized experiences are becoming necessary, it’s time to question if traditional metrics can withstand the growing needs of your audiences and business. 

Traditional metrics, while informative, only offer a partial view of engagement. This blog explores the limitations of these standard metrics and advocates for a more people-centric approach to redefine how marketers measure success. 

The Problem with Traditional Email Metrics

Traditional email metrics play a crucial role in reporting, yet they often fall short of providing a complete understanding of user engagement. Consider click-through rates (CTR), a commonly used metric. While they tally the number of clicks, they don’t unveil the reasons behind those clicks or whether there’s genuine interest. Open rates inform us about email visibility but not necessarily about meaningful engagement. Conversion rates, though vital, concentrate on the endpoint, leaving the journey ambiguous. It’s akin to having a map with some landmarks but missing the roads in between.

Open rates have also become an unreliable and flawed metric since the Apple iOS 15 update. This update prevents email senders from knowing who opened their emails and allows consumers to use randomized email addresses to mask their actual email addresses from being seen. 

These metrics provide valuable snapshots, but they don’t narrate the entire story of user interaction. Understanding the complete journey is crucial for optimizing email strategies. This recognition of the limitations in traditional metrics underlines the importance of adopting a more comprehensive approach to discern the intricacies of user behavior and refine our email marketing strategies for better connection with our audience.

The Emergence of People-Based Analytics

A profound shift toward personalized marketing strategies has taken center stage. This evolution acknowledges the inadequacy of one-size-fits-all approaches in capturing the attention of diverse and discerning audiences. Enter people-based analytics—an instrumental paradigm shift in how we comprehend the engagement and behavior of individual customers. Among marketers who use a people-based marketing strategy, 90% say they see improved performance over cookie-based campaigns. So why does it work? 

Unlike conventional metrics, people-based analytics prioritizes the meticulous tracking of each person’s unique journey. It surpasses the limitations of simplistic measures like clicks and opens, delving into the intricate details of how individuals truly interact with content.

The advantages of embracing people-based metrics over traditional approaches are transformative. Instead of relying on generalized insights, marketers gain a more profound understanding of their audience. Marketers can see who took action after seeing their ad at the demographic, geographic, and individual levels. This perspective allows for the tailoring of marketing strategies to align with individual preferences, ultimately fostering a more genuine connection. It’s not merely about reaching an audience; it’s about authentically engaging with actual people in ways that transcend the constraints of traditional metrics, paving the way for stronger, more meaningful relationships.

Implementing People-Based Analytics

Implementing people-based analytics in email marketing is a strategic move towards personalized insights and tailored experiences. By utilizing first-party data, the information voluntarily provided by customers, you create a nuanced understanding of their preferences. This enables you to target actual individuals on the channels where they are most active, cutting through the digital clutter for more effective communication.

Additionally, people-based analytics integrates machine learning, a sophisticated technology that continuously learns and adapts. This ensures that your marketing strategies become increasingly refined over time, adapting to the dynamic landscape of user behavior. The focus shifts from merely reaching an audience to authentically connecting with each person. In essence, it’s a smart and personalized approach that navigates the complexities of digital communication with precision and impact.

People-Based Success Story: National Fitness Center

A national fitness center was looking to increase gym membership sign-ups across their nationwide gym locations – solely through new customers. The fitness center turned to our people-based advertising platform to achieve its goal.

We leveraged our first-party database of actual people to build a target audience of adults who lived within close proximity to one of the fitness center locations who had never heard from the gym before. We suppressed the gym’s CRM lists against our audience file to ensure we were only talking to new prospects.

We then deployed a 6-month long email campaign to the target audience that promoted signing up for a gym membership. 

After the campaign ended, we looked at the metrics that matter: the actual people who engaged with the fitness center’s ad. Instead of looking at opens and clicks, we ran a Point of Sale (POS) Matchback Analysis to compare our target audience with the new customers who signed up for a fitness membership. We matched 476,573 sign-ups to the gym’s new member file. 

We have continued to work with the fitness center providing them with 24/7 on-demand support, a customized approach for each campaign, and real-time feedback on how to make their campaigns stronger. 

The Future of Email Marketing 

The adoption of people-based analytics in email marketing campaigns is key to sustained success in the modern marketing industry. The insights from first-party data, targeted communication on preferred channels, and the adaptive nature of machine learning all contribute to building more meaningful connections with individuals. To effectively reach actual people and enhance your impact, consider partnering with BRIDGE. Prioritizing personalized metrics over traditional ones not only fine-tunes your strategies but also ensures a better return on investment (ROI).

Let’s navigate the future of marketing together, where authentic connections and personalized approaches lead to enduring success. Reach out to BRIDGE today.