The problem we’re talking about today is one of the most common and serious in all of marketing—and yet, it’s also one of the most forgotten. How can both be true? Reporting analytics and measuring your success is the only real way to become an email marketing expert, but because it’s not a customer-facing topic, it’s one that frequently gets neglected.
Most business owners or marketing leaders have strong opinions about reporting, and this can go all sorts of ways. But the thing to keep in mind here is that just because customers don’t see your numbers, doesn’t mean you’re keeping anything from them.
After all, they’re the ones who make up your click rates, engagement levels, and subscriber lists. Deciding to ignore your numbers is only limiting your business and keeping you from achieving your highest potential.
In email marketing, the first step toward success is knowing how to measure it. Before you can set goals or decide how you’re going to meet them, you have to determine how you’ll measure progress and determine whether a new tactic is working.
Thankfully, most ESPs can help you measure things like open rates, click rates, unsubscribe rates, and more. So we’re not starting from scratch here, but where things can get really complicated is if you’re a business with multiple offices or locations and sending emails from many different accounts.
The problem: Multiple accounts lead to reporting overwhelm.
This means that even if businesses have made reporting a priority and tried their best to measure their success along the way, their efforts may be stunted at the most crucial point—when it begins to grow.
For example, franchises with many locations across the country must empower their employees at each individual location to carry the burden of email reporting alongside hundreds of other tasks. And even if they all do it correctly and on time, there’s still no guarantee of consistency amongst the many different leaders reporting their success.
The solution: Gain transparency into your entire email program with Emma HQ.
Since there wasn’t an existing solution for multi-location businesses for email marketing, we decided to create one. Emma HQ creates a tiered account system that includes a top-level account for corporate or marketing (or a department head), and then subaccounts for each individual location.
But wait until we tell you what this does for your reporting—this platform allows you to see what’s happening across all sub accounts and drill into individual sends with ease. The at-a-glance view of recent activity and results helps you identify which teams are nailing it (and which ones could use a little help).
What’s unique about Emma HQ reporting
Don’t worry, you’ll still have an aggregate view at the HQ top-level, but you’ll also be able to see how each individual location is performing.
If one location is doing extremely well and came up with a really successful send, you can then duplicate what was working, create a template, and share it amongst all locations. We told you this was cool.
This helps each location feel empowered to play to its strengths and will equip the company to better move forward together as a whole. After all, if one wins, we all win.
How School of Rock upgraded their email reporting
A franchise with more than 165 schools around the world, School of Rock is home to incredible music teachers—and some pretty amazing email marketers, too. (They have an average open rate of 54% across all locations!)
Sam Dresser, Senior Director of Information Services at School of Rock, tells us about their experience with Emma HQ:
“I tell my franchises, ‘You don’t have to use Emma, but you’d be crazy not to!’. The tools that Emma provides us as a franchisor are excellent. I can log in at anytime, and in a single dashboard, I can see all of our campaign activity by school – what's working and what isn't.”
He adds, “I also have the flexibility to bill the schools based on our business, either centrally or by having Emma invoice the school directly. And the schools love it because we can build templates and assets that are specific to our business, with our branding, and share them instantly.”
Ready to take your multi-location marketing to the next level? We’d love to show you how Emma HQ can work for you and geek out about how much we love its reporting features. Adding Emma to your team means you can focus less on the logistics of sending a message and more on creating a lasting relationship with your customers. See how Emma HQ can work for you by requesting a live demo.
About the AuthorMore Content by Kaitlin Wernet