Full Sail Partners Blog (40)

By now, you’ve probably heard about Deltek for Professional Services (DPS), but how does the next generation Deltek product help your firm? To answer this question, it’s easiest to break down the firm into its key roles and show the benefits of DPS to each of them. So, role by role, let’s look at the top 5 benefits of DPS.

Marketing Manager      

Marketing is all about firm promotion to assist the business development team with connecting a firm to a potential new client. Firms must deliver and manage marketing campaigns and streamline the proposal process to win more projects. So, how does DPS benefit marketing managers?

Using DPS, marketing managers can:

• Monitor campaigns to find potential clients and follow up on leads
• Track marketing ROI and win rates
• Deliver better and more information packed proposals
• Eliminate wasted time and double entry with all the information you need in a single view
• Collaborate on proposals through conversations, tasks, shared documents, and calendar events

Business Development Manager

Business development requires keeping a close eye on all your opportunities. Business development managers must track all their activities and touchpoints to ensure they are meeting their goals. Let’s see how DPS benefits business development managers.

Using DPS, business development managers can:

• Cultivate, nurture, and manage relationships with clients employing tools available
• Easily see your sales pipeline to ensure goals are met
• Provide competitive and reliable project estimates to ensure profitable projects
• Easily collaborate across the firm to make the most of limited business development time and resources
• Drive the go/no-go process to determine the best opportunities to pursue

Project Manager

Delivering a profitable project on time that exceeds the client’s expectations can be difficult. Project managers must have the tools at their fingertips to make this happen. How does DPS help project managers?

Using DPS, project managers can:

• Easily build project schedules and budgets for a profitable project
• Utilize the right people on the right projects to deliver on schedule and under budget
• See all necessary project aspects on one screen
• Utilize alerts and dashboards to identify potential risks and make the required adjustments
• Collaborate with project teams through conversations, tasks, shared files, and events to ensure projects are delivered on time and on budget

Human Resources Manager

Finding and retaining the best talent in the professional services industry can be difficult for human resources managers. Human resources managers need to quickly find, onboard, and retain top talent. What can DPS do for human resources managers?

Using DPS, human resources managers can:

• Manage skills and certifications so they have the information they need to assign the right resources to projects
• Forecast and fill resourcing gaps
• Utilize customized self-service onboarding so talent can become billable faster
• Evaluate resources at the project level to ensure project performance is at its best
• View your firm’s new hire information, retention rates, and turnover ratios

Controller

For a controller at a professional services firm, it can be extremely difficult to get accurate and timely financial information on projects and clients. Controllers need to track important metrics and address red flags before they affect the profitability of projects. Check out how DPS benefits controllers.

Using DPS, controllers can:

• Generate invoices that are correct the first time
• Get paid faster with interactive and automated billing tools in combination with robust accounts receivable management
• Always know when things need your attention with thorough reporting
• Track your goals by monitoring key metrics including margins, utilization rates, and cash flow
• Quickly capture accurate information with simple timesheets and expenses

Executive

As the firm leader, the executive needs critical firm information at his fingertips. Executives manage the entire project from pursuit to payment and everything in between. How then do executives benefit from DPS?

Using DPS, executives can:

• See the most profitable types of projects
• Gain more profitability and efficiency by adjusting teams, projects, and resources
• Make better and faster business decisions with all the information about the firm in a single view
• Give employees a solution that is easy to use so they have more time for things that matter most
• Find clients that are draining resources and hurting the bottom line

Deltek for Professional Services is the Answer to “What if”

What if it all just worked? With DPS, your firm can simplify the entire project lifecycle, from winning the project to getting paid by the client at the end. If your firm is ready to increase its profits and win more business, now is the time to see what DPS can do for you.

Many people don’t realize that talent management is a key business strategy and is vital to a firm’s success. It begins with recruiting potential hires and follows employees throughout their entire life cycles with a firm. Since talent management has such a great financial impact on a firm, talent metrics should be used to show return on investment and to make informed business decisions. So, which metrics are the most significant?

5 Important Talent Management Metrics 

1. Cost to Hire

It is very expensive to hire a new employee. Up front, you have ad placement and sourcing costs. Additionally, there is the time spent by the recruiter and managers to interview and determine the best candidate from the pool. As much effort and time will be put into selecting and onboarding the right match for a position at your firm, you want to ensure the new hire is a good return on investment. You also want to assess whether your ad placements and sourcing tools are getting you the quality candidates you desire. 

2. Time to Full Productivity

Every new hire needs some time to become acquainted with the new position and learn the ropes. Generally, it requires several months before a new hire can be fully productive. However, it is imperative that your firm has an effective onboarding and training program to get new hires up to speed as fast as possible. The quicker a new hire moves to full productivity, the faster there is the return on investment. 

3. High Potential Talent

As part of your talent management plan, you should hire a percentage of people that you expect to provide more value down the road for the organization. This talent should be the best of the best. These employees will be the ones you pull from for future succession into higher-level roles. Making sure you hire talent with potential is necessary to avoid more costs of hiring. 

4. Talent Mobility

Retention of talent is another important factor to consider, especially when concerned with the financial impact of hiring a replacement. Employees need to know that there are opportunities for them to move within the firm, so they don’t stagnate in the same position after several years. Your firm should offer career paths for upward mobility for top performers who seek new challenges. 

5. Talent Turnover

Turnover is probably the most relevant metric of all. Your firm will want to keep this number as low as possible to reduce its financial impact. With turnover, you have the cost of replacing the position with a new hire and the loss of the knowledge gleaned during the years of service. Additionally, turnover stops the cohesive flow of business and causes efficiency to wane.

Manage Your Talent Well

Of course, there are cases where turnover cannot be prevented no matter what the firm does. Overall though, your talent should be chosen wisely, trained properly and given opportunities for mobility. When you manage your talent well, you will in fact reduce your costs because word of mouth is free and high potential talent will come to you.

Business analytics has become increasingly important for professional services firms. However, finding a business intelligence (BI) tool that works with Deltek Vision and gives us the analytics we want has been challenging. We need flexibility, customization and ease of use to answer important questions about our firms yet often we find that this type of analysis is not accessible in Vision. Thus, we are faced with the export/import/number crunch process in an external tool like Excel plus countless hours spent doing the calculations over and over. We need a better solution, instant access, and easy updates.

Enter Informer 5

Introducing Informer 5, the BI tool which works with Deltek Vision to make instant analytics readily available. Informer 5 is an integrated customizable interface to Vision data for use in various analytical scenarios. Using the Blackbox Connector, direct integration with Vision is now a reality.

You simply select the data fields you want in your database including standard Vision fields, User Defined Fields, and User Defined Info Centers, and you’ll quickly be able to visually see project metrics, employee measurements, marketing results, and firm forecasting. You’ll be able to answer questions such as:

• How are my projects performing?
• How is that new branch office doing?
• Are my employees billing enough hours?
• How is the firm doing compared to the last three years?

Also, remember those spreadsheets with all that data we built over the past years? Informer 5 can integrate this data with your Vision data. No need to reinvent the wheel, we can use it as a data source. Other data sources? Informer 5 can access those too.

Visualize Your Data with Informer 5

Are you interested in where your work is being done and where the profits are made? Well, Informer 5 also includes geographical presentations including maps. You can easily visualize and determine these specifics with Informer 5. You can even find the numbers behind the pictures. Informer 5 has built in drill down capabilities that can take you directly to the detail data. From Profit Center to Project Manager, Project Manager to Project, and all the way down to line item detail, data can be acquired with Informer 5, and all of this can be gathered from the same graph with no need to run additional reports.

Make Smarter Decisions with Informer 5

On a final note, the Informer 5 package includes set calculations for many of our industry standard metrics. Additional calculations can be added to customize this solution for any firm. Also, firm data can be updated regularly on schedule or updated on demand from Vision. It is up to you. So, with all of these awesome features of Informer 5 and its integration with Vision, isn’t it time for your firm to start making smarter decisions?

In almost every business we walk into, AP is the cause of significant, but often overlooked, strain and costs. From sorting through emailed or paper invoices and tracking checks to manually entering accounting information often requiring corrections, these tasks are huge time consumers. Do you know how many people are managing this in your business, and how many hours they spend each week/month? Think about what else they could be doing with this time and how much money could be saved.

Just the Facts

Did you know that 77% of invoices received by companies are in a manual format – either hard copies, PDFs, emails or faxes? The average cost to manually process just one invoice is $34. Using a manual system, there is limited visibility into who needs to get paid what and when, not to mention the possibility of late fees or the dreaded double payment. To add to this issue, any disruptions or delays in payments can jeopardize critical vendor relationships.

By automating your invoices into and through your system and eliminating errors, the average cost per invoice is 80% less. Multiply that times all your invoices and see how much you can save. It just makes financial sense to go with AP automation.

Using AP Automation

With AP Automation, you can connect every step from purchase requests to processing and payment with one solution eliminating paper and costly mistakes. Invoices of all types get captured electronically and matched against POs and goods received before being automatically routed for approval.

The process is a very simple one. The vendor sends an invoice to an email you provide that automatically routes into Concur. The Concur system uses optical character recognition (OCR) to read the invoice and fills in the:

• Vendor information
• Payment request type
• Request name
• Invoice date
• Net payment terms
• Invoice & PO number with invoice received date
• Currency type and amount
• Shipping and tax
• Line item descriptions, quantities, and unit price 

Your staff simply reviews the invoice, makes any corrections necessary, fills out the Project, Phase & Task information, as well as Expense Type, then submits the invoice to be routed through your process. Your firm can also establish policies to automatically route invoices from specific vendors or projects to the appropriate staff members and to code those invoices and flag exceptions.

Your firm’s approval process can be as simple or complicated as you need. The approver has the ability to approve, approve and forward or send back to the submitter. A comment can also be added that will communicate the reason for not approving. The communication thread is maintained with the invoice as it flows through the system and even after it is paid. You can always see what was discussed during the approval flow.

Gain Visibility into the AP Process

All this is great, you say, but I still need visibility. With Concur, you get all these benefits plus easy to access reports and dashboards that allow you to track many KPIs, including:

• Invoice accruals
• Invoice cycle time
• Top vendors by spend - to help give you visibility into where you can negotiate to lower your costs 

If you’re also using Concur for your expense reports, you can truly capture your entire firm spend with one solution and view reports and data across all areas in one place. Below is a diagram that demonstrates the Concur Invoice process: 

Concur Integrates with Deltek Vision

How does this all get back into Deltek Vision, you ask? With the Blackbox Connector, integrating Vision and Concur is simple. Of course, there are some mandatory fields that must be synced – for example, the Vendor ID and name. However, you can choose what additional data is synced.

Do you need to send the vendor type to Concur? Have you added a custom field you wish to include? The Blackbox Connector mapping will allow you to sync the fields you want with a simple click and drag. This works on any field from Vision into Concur. All you do is ensure that a field is in Vision and is in Concur to hold the data. Within some limits, you can also control what comes back into Vision for the AP transaction file including the images associated to the invoices.

Your accounting team will likely be concerned about everything going to the correct GL Account. Concur uses Expense types for the entry data. The Blackbox Connector for Vision to Concur allows for these Expense Types to be translated into Vision GL Accounts based on the project type used, which allows for your GL coding to be automated and standardized, significantly reducing errors.

What about the periods? How do you control what period this goes in? Simple, the AP transactions go into Vision as an unposted status. This gives you the ability to post the transaction to the correct period.

Stop the Madness

AP Automation is a simple phrase that, as you can see, solves a not so simple challenge facing almost every firm. In addition to lowering your costs, you also get the added benefits of better control over and improved visibility into your spending. Automate AP and free up your team to take on bigger challenges and make a greater impact on your firm!

Technically, business intelligence or BI has been around for centuries. It is simply the review/analysis of business data. Traditionally, this review had been focused on the past performance of financial data which was easiest to access. As this was financial data, the only people who had access were senior management teams and lower level employees were provided little, if any information. Fortunately, we have come a long way since the old days.

Old Days No More

Financial trends have become easier to access and report against, and we have gotten better at creating and using tools to let us peer into the murky future. Solutions such as resource (people) planning, project planning and CRM (client relationship management) now allow us to track what we see on our immediate horizons. With a combination of these past-looking and forward-looking tools, we can provide a comprehensive view of our performance and where we see upcoming opportunities.

New Problem with Amount of Available Data

So, here’s the new problem. We have access to so much information that it is easy to get overwhelmed. There needs to be a way to draw our eye to a potential “opportunity.” We have also restructured enough that simply having a team who looks at the information and communicates the “opportunity” down the channels isn’t enough. We now require everyone in the company to see the potential and act on it. 

Power of Modern BI Tools

Modern BI tools are the solution to this problem. They allow for consolidation of information into a single data warehouse, so management can see the trends, but this information can also be maintained ‘real-time’ or very close to it depending on the situation. The information can then be presented in a cohesive format that provides an easy view of how the company is performing against its goals.

Furthermore, this information can be disseminated through all the employees (as appropriate) so they can then make informed decisions about their day to day priorities. Additionally, with our mobile workforce, modern BI provides people access to what they need when they need it. Ultimately, the best BI will offer a visual that will call out an issue (or opportunity to improve) and then allow direct access to the data to see what the detail is. 

Example of How Modern BI Works

Below is an actual Division Manager view that shows her the team’s utilization, backlog and outstanding AR. She might look at the AR third column (with the big past due amount) and want to see the specifics:

A simple click of a button will drill down to the clients and let her know there really is only one problem:

She can even go down further to the detail level and see more:

This information will be available to her at the job site, the soccer match or while she grabs a coffee on the way to work. Modern BI tools are very convenient and effective.

Ensuring Successful Firm Performance with Modern BI Tools

Today’s BI is the best way to stay in touch with your company’s performance. A responsive, well thought out BI tool will allow the company to focus on performance metrics that can easily be drilled down to the individual and rolled up to the management team. This modern BI will enable everyone on the team to pull in the same direction and ensure success for the entire company.

Full Sail Partners is excited to announce our reseller partnership with Entrinsik, Inc., the creator of Informer 5. Full Sail Partners has partnered with Entrinsik to sell, integrate, and host Informer 5, a turnkey business intelligence solution available for our clients. The Informer 5 business intelligence software solution will be available to clients via the Deltek Vision to Informer integration from Blackbox Connector.

The Blackbox Connector integration for Informer 5 provides a leading business intelligence solution for professional services firms that utilize Deltek Vision. Informer 5 simplifies the process of accessing, validating and analyzing company data to make informed decisions. Ad hoc reports and dashboards to visualize and drill down data can be easily created with this software. Additionally, Informer 5 has an intuitive user interface which allows for rapid user adoption and can be used on any device with an internet connection. 

“We are tremendously excited to be working with the Entrinsik team. They have put together an amazing business intelligence tool that balances powerful features and ease of use to bring data visualization to a new level,” said Wes Renfroe, VP of Information Technology at Full Sail Partners. 

Founded in 1984, Entrinsik is an established, global software company based in Raleigh, North Carolina. Over 1500 organizations in many industries around the world use Entrinsik software every day. Their state of the art solutions improve efficiency, productivity, and streamlines daily operations. 

"Deltek Vision users are not only looking for ways to make sense of disparate data but also want to easily access critical performance metrics," said Doug Leupen, President and CEO at Entrinsik. "We are thrilled to work alongside Full Sail Partners to provide a modern BI solution that will help their customers increase revenue and improve your profitability."

For more information, please contact Full Sail Partners’ Marketing and Communications Department. Interested in learning more about the Full Sail Partners' team? Check out our crew! 

Acquiring and maintaining accurate client data is absolutely necessary for both marketers and business developers. Marketers need it to provide valuable content to clients and business developers for a successful sales pipeline. Additionally, as with any other firm department, both marketers and business developers need a way to track their efficiency and effectiveness. With iAccess, this all can be achieved. Here are five things you probably weren’t aware of that iAccess can do for marketing and business development:

Business developers and marketers spend lots of time on the go rather than at their desks. With iAccess, you can use the web browser in your mobile devices to update your CRM and keep data current. We recommend saving it as a bookmark or using the “Add to Home Screen” option for even quicker access on the go. 

Furthermore, the iAccess Business Development workspace enables you to contribute and maintain key pipeline information wherever you are as long as you have an internet connection. 

2. Enter and Edit Contacts, Opportunities, and Touch Points

Using iAccess, you can work with Contacts and Opportunities as well as set up touch points. Under the Contacts tab, you can perform basic searches and add contacts. The contact area provides quick access to key information for your contacts such as title, phone numbers, company, location and email address. You can even add image links into contact records.

From the Opportunities tab, you can view all your current opportunities as well as add new opportunities. You can easily change and view data such as the opportunity stage or see what client you are working on. Additionally, you can view and update the touch points as well as quickly add a touch point within any of the tabs by clicking on add touchpoint under the Touchpoint tab.

If the standard saved searches don’t provide the information you need, you can create a custom search. When you create a custom search, you can save it for the future, so you do not have to continually recreate the search parameters. 

3. Easily Sort, Filter, and Export Opportunity Reports

Opportunities are found within the Business Development workspace of iAccess. Here you have critical information at your fingertips. You have the option to sort opportunities by active opportunities, all opportunities or just those that you are associated with as part of the team. See the opportunities instantly as you filter and organize. These reports can then be exported to wherever you want them to go.

4. Track Your Department Spending

Another nice feature of iAccess is that you can use it to track department spending and can make sure you are being effective and efficient with your resources. If you set up budgets for Promotional Projects, you can easily see where you are Job to Date (JTD) and Year to Date (YTD) for that project. In that project record using the Project Management workspace, iAccess provides visuals to  see the labor and expenses that have been charged to the promo number and what budget is left.

5. Update Contact Notes Using Talk to Text 

A final iAccess benefit is that you can use “talk to text” to update Contact and Opportunity records. When you open iAccess using your mobile devices (explained above), you can use the talk to text feature to update any field. We like to update touch points and notes using this talk to text method. There couldn’t be an easier way to provide a meeting summary after visiting a contact. 

Let iAccess Work for Marketing and Business Development 

Now that you have discovered five things that iAccess can do for marketing and business development, are you ready to try it out? For more information, check out these past webinars to get an introduction to iAccess for business developers and to learn how to connect to Vision from anywhere with iAccess. Lastly, if you’re attending the SMPS Southwest Regional Conference, make sure to attend Lindsay Diven’s pre-conference Vision CRM workshop.

If I were to ask you which is more important to a successful business, the employee or the client, what would you answer? It's a tough call and either choice could be right depending on your circumstance. However, I would argue the employee is more important to ensuring a company is successful because great employees attract and keep great clients. So then why aren’t we investing more in our employees, and more importantly, how do we attract and keep great employees? The answer lies in mapping the employee journey.

To understand the employee journey and the imprint your firm is making, we will look at five key steps along the path of an employee.

• It all begins with awareness or the knowledge or perception of a situation or fact. The key word being perception. How do candidates perceive you? Perception of a potential candidate can come from many sources:
  
  
  • Knowing an employee
  • Speaking to your clients or vendors
  • Articles and information disseminated by your firm
  • Research on the internet
  • Your website and social media pages

All of these are related to your brand. Brand awareness is equally important for HR to comprehend. A simple way to start to understand your brand is to ask exemplary employees: What did you know about our company before you interviewed and what made you choose us? This question can give you insight into your brand and what to do more of to ensure you know employee perception and the source of that info.  

• The interview phase is another area that creates an impression. Not only for those you hire, but those you don’t. There are resources like Glassdoor that provide potential candidates insight on what the interview process is like and what it’s like to work at the firm. Do you know what is being said about your firm? The interview phase should give a candidate a sense of what it would be like to work for the firm and what will be expected. Recruiting and interviews are also a great time to build your network. You never know where the best candidate or client might come from. Even if you decide this person is not the candidate for this position, think about these things:
  
  
  • Could they fit another current or future position?
  • Do you know another position outside of your company?
  • Is this a person that could be great for networking?
  • Did you leave a positive impression while telling them they didn’t get the position?
    
    

• The on-boarding phase can say a lot about a company. Firms that don’t have a formal process may find employees quickly leaving. Employees want their own manager to take charge, not HR. Firms should still be focused on recruiting an employee even after hiring. Additionally, on-boarding isn’t completed within the first week or even month of hire. Here are some things to think about when developing your on-boarding program:
   
  • Do you have a checklist for your onboarding?
  • Does the new hire have a place to sit and a computer to work on?
  • Is the hiring manager there on the employee’s first day?
  • Who are the mentors to train this new hire?
  • Who is responsible for reviewing company policy items, i.e. Timesheets, Expenses, Social Media, 401k, Healthcare, etc.
  • Do you have 3, 6 and 9-month goals and expectations outlined?
  • If local, who takes them on a tour and welcomes them?
    
    

• The retention phase is the most vital stage for both the employee and the company. The relationship between an employee and employer will have its ups and downs, but continuous feedback and formal reviews will ensure everyone is on the same page. The needs of both the employee and employer must be balanced. Establishing goals, offering feedback and discussing a career path provide multiple benefits to the organization:
   
  • Decreases turnover
  • Increases employee loyalty
  • Increases employee referral
  • Differentiates the firm from competition
  • Creates a more engaged company culture
     

• The exit phase is not a phase that many companies plan for, but firms should have a process in place for when an employee leaves. Just like onboarding, your firm should have a checklist. How will you transition clients, projects and job duties? Capturing institutional knowledge and minimizing single points of failure can be critical to the success of the firm. Lastly, remember that an exiting employee could become a client, vendor, or maybe even return to your firm, so be sure to keep the line of communication open.

The entire employee journey with your firm should be as positive as possible. Each of the five key phases is significant to ensuring your firm is perceived well by employees. Creating a good impression of your firm is essential to attract and retain the best employees. Check out our webinar to learn more about how your firm can increase its HR effectiveness by properly marketing itself.

Full Sail Partners is honored and excited to have received the Deltek Partner Marketing Excellence Award for 2017. As a Deltek Platinum Partner, Full Sail Partners continues to provide sales, implementation, consulting, support and customization services for project-oriented professional services organizations. Our mission is to help businesses integrate their processes into one singular system, better understand and retain current customers, and increase market share. We leverage multiple inbound and outbound marketing strategies to drive awareness and strive to provide valuable content for Deltek Vision and Deltek for Professional Services users.

“It is our honor to recognize Full Sail Partners with this year’s Deltek Partner Marketing Excellence Award. Full Sail Partners continues to deliver products, services and support that help our customers successfully grow their business,” said Ray Lazarine, Senior Marketing Director at Deltek.

Both Deltek Vision and Deltek for Professional Services are leading enterprise software solutions designed for project-based professional services firms to improve business performance, streamline operations and win new business. With automation of marketing, financial management, planning, tracking and administration of resources and projects, these products uniquely integrate end-to-end business processes. Using the Blackbox Connector offering by Full Sail Partners, Deltek Vision and Deltek for Professional Service users can connect their systems to other third-party software solutions further streamlining business operations.

“We are humbled and honored to be recognized by Deltek with this Marketing Excellence Award for a second year in a row,” said Sarah Gonnella, VP of Marketing and Sales at Full Sail Partners. “Marketing is a team effort. Without an amazing marketing machine and great consultants providing relevant content, this accomplishment would not be possible. This group effort allows us to continue to establish ourselves as thought leaders and ensure our message is focused on our clients’ needs.”

For more information, please contact Full Sail Partners’ Marketing and Communications Department. Interested in learning more about the Full Sail Partners' team? Check out our crew! 

You’ve just spent hours creating a clever email with an enticing subject line to send your clients and prospects. As you prepare to push the button to send this email, you hope for a positive outcome of your campaign. Over the next 24 to 72 hours, you will log into your email marketing platform, such as Constant Contact or MailChimp, to check the performance of this email. But, which numbers really determine the success of an email marketing campaign? Let’s take a look.

The open rate is simple to understand but quite important. This is the percentage of the recipients that opened the email. Knowing how many people opened your email is significant because it will show you if your subject line drew enough attention to make opening it worth their time. Of course, the higher the open rate, the better.

Click-through Rate

Here’s probably the most important metric that allows you to know how successful your email marketing campaign has been. The click-through rate lets you know who actually read your email and took action by clicking on the included link. Seeing who clicked on the email allows you to know who’s interested in your content. This tells you who to target in the next stage of your marketing campaign. In other words, the more click- throughs, the more potential leads that have moved further into your marketing funnel.  

Bounce Rate

The bounce rate tells you how many of the intended recipients did not receive the email at all. There are two types of bounces, a soft bounce and a hard bounce. A soft bounce happens when the recipient’s mailbox is full, the server is down, or the email is too large for the inbox. On the other hand, a hard bounce means the message is permanently rejected because the email address is invalid or doesn’t exist. Obviously, the more bounces, the less potential for exposure to the email content.    

Unsubscribes

Like click-through rates, unsubscribes allow you to assess the quality of your content. If a person signs up to receive your emails and newsletters but unsubscribes, it is usually because the content is not what they expected. So, unsubscribes can show you how many recipients have determined that the content is not valuable or interesting.

Spam Reports

While unsubscribes are bad, being reported as spam is worse. This usually happens for one of two reasons. Either you send emails to people that never signed up to receive them or you send emails to people with irrelevant content. Email marketing platforms can and will suspend accounts that have a high spam rate. Therefore, not spamming is a priority in your email marketing campaign.

Refining Your Email Marketing Campaigns

Using A/B testing is a great way to improve your email marketing campaigns. This is a controlled experiment that compares two versions of the same content to determine which messaging improves your email marketing success rates. There can be a variation of the subject lines, the messaging in the email and the verbiage used in the call-to-action. Remember, in the end, the main goal is to get your email marketing campaign through to its intended audience and have it be well received. How you accomplish this is up to you.