Marketing is a necessary function in business, and AEC firms are no exception. First off, there’s general brand awareness, and then there are the marketing campaigns that firms spend resources on to drive quality leads. Marketing efforts cover a variety of outreach methods such as conferences, sponsorships, golf tournaments, and email campaigns. Can you name the projects awarded to your firm as a result of particular marketing efforts? What campaigns would you consider a success based on the efforts and dollars spent? Let’s see how Deltek Vantagepoint marketing campaigns can help you with your marketing efforts.

Organize Marketing Efforts

For each marketing effort, information can be collected and organized in one place inside a Vantagepoint marketing campaign record. The marketing campaign name, its description, associated promotional project used for budget tracking, marketing campaign manager, and marketing manager are all fields that may be useful to planning efforts.

Beyond the marketing campaign record, organizing a marketing plan in the same system as your CRM allows for efficient associations. With Deltek Vantagepoint, teams can associate resulting projects in pursuit and awarded projects to the marketing campaign that led to that effort. Therefore, you have visibility to:

Measure Costs Against Goals

A Revenue Goal can be identified as you begin the campaign. Other monetary fields are populated based on project information in your system. There are fields for Actual Revenue, which recognizes dollars from awarded projects associated back to the campaign, and Potential Revenue, which recognizes dollars from projects in pursuit. A promotional project can also be created for the marketing campaign to track time and expenses. Using the promotional project number, Actual Costs are populated on the marketing campaign. This gives a quick view of the success of the marketing campaign as it relates to resulting projects.

Build Email Lists or Tally Responses

It’s not always about the dollars. For events in which attendee information should be collected, responses can be tracked using contacts in CRM. The responses, or contact list, can be used to create mailing lists or distribute follow up information.

Stay on Target with Activities

With each marketing campaign comes tasks and to-do lists. Those activities can be managed and tracked in the marketing campaign record. This brings all activities together, whether it’s registering for an event, completing sponsorship information, creating marketing materials, or making reservations. Deltek Vantagepoint allows Activities to be assigned to other employees so the appropriate team members will see their Activities as well.

Measure the Effectiveness

Tying actual revenue to a marketing campaign gives firms the opportunity to measure the effectiveness of various marketing efforts. By doing so, firms can determine which efforts to repeat and which ones to modify or discontinue. One example is conferences. Many dollars can be spent on industry conferences, and we simply cannot attend all. Using marketing campaigns, teams can see the return on effort. These metrics can help prioritize event involvement for future years and be an integral part of strategic marketing and business development plans.

Be Smarter with Vantagepoint

As Deltek users, marketers can take advantage of the marketing campaigns in Vantagepoint and discover which marketing efforts work the best. Based on what these marketing campaigns identify, your firm can strategically plan better. Additionally, by using marketing campaigns in Vantagepoint, the marketing department can easily translate their outreach efforts to a monetary value.

For professional services firms, business development can be completed both with dedicated resources and/or “seller-doers.” Because our firms have touchpoints with multiple people at our client organizations, information gathering and sharing becomes a critical piece to the success of our business development. When our firms can successfully manage the numerous interactions, identify projects that add to our pipeline, and collect the right information to position our firm better than our competitors, we win more projects, improve client satisfaction, and increase loyalty.

The abilities of Deltek Vantagepoint CRM can provide business developers, project managers, marketing staff, and executives with real-time information on all of the client touchpoints, project pipelines, marketing and service efforts. This ensures all firm goals are being met and provides for the shared resource of firmwide data. Deltek Vantagepoint’s CRM strengthens your business development in the following ways:

Record Interactions On-the-Fly

The power of a CRM comes when everyone records conversations or information related to interactions with clients and contacts. Vantagepoint CRM provides users several ways to record these Activities and Touchpoints.

1. Web Brower – You can access Vantagepoint to record a contact interaction from your computer, laptop, tablet or phone using any web browser.
2. Hey Deltek! – Watch out Alexa, because there’s a new voice command in town! Deltek has developed its very own voice automated service. You can use this now in the web browser and coming soon to the CRM mobile app. Simply record an activity by speaking to Hey Deltek!
3. Mobile CRM App – The Vantagepoint CRM app is available for both iOS and Android devices. Access all of your Firms, Contacts, Activities, and Projects inside the app. You can use your phone’s native talk to text feature to automatically log activities and meeting notes.
4. Outlook Connect – Coming in early 2021 is the new Vantagepoint Outlook Connect. This integration includes a contextual email pane to view contact details, search Vantagepoint and create new records from your email. You will also be able to sync your contacts and calendar directly from Outlook to Vantagepoint. Connect also includes a scheduling assistant to help you find the perfect meeting time without all of the back and forth emails.

Vantagepoint makes it easier than ever for busy business development and technical professionals to log the critical information needed to build strong relationships with your clients.

Easily Uncover Client and Contact Relationships

Vantagepoint associates its Hub and Record information throughout the database. There are Hubs for Firms, Contacts, and Projects that are all interconnected. This means that you can associate any firm that is involved in a project – from teaming partners to program managers and general contractors. And, each time a firm is associated to a project, that project then appears on that firm’s record in the Firm Hub. This same association works for contacts and employees as well. It also gives your business development team the insight into the relationships of your firm with your clients, contacts, employees, and projects – all in one location!

Support the Entire Business Development and Project Lifecycle

The business development process often begins with targeting clients, then getting to know contacts at those client organizations. Through this effort, projects are identified. At this point, your team begins preparing for the pursuit of that project through teaming, proposals, and/or presentations. The goal is to win that project and perform so well that you are awarded with repeat work.

Deltek Vantagepoint is designed specifically to support the entire project lifecycle beginning with the earliest business development stages. When you are targeting clients, you will be utilizing the Firms, Contacts, and Marketing Campaigns Hubs. In those you can begin to gather information about contacts and activities.

Then as a project is identified, it’s logged into the Projects Hub in a pursuit stage. You will continue to use this same record through the pursuit and proposal stages. When this project record is created, a plan is also created so your project manager can begin to allocate resources and develop estimates.

When you are awarded the project, you will continue to use that same project record and update the stage and budget. All of the intelligence gathered in the pursuit of the project remains in the same project record you will continue to use to perform the project. This gives your business development and marketing staff the complete picture and history for that entire project.

Bring Everything and Everyone Together

Not only does the Vantagepoint solution encourage a collaborative environment, but it brings all your firm’s business development processes into one unified platform. This enables business developers to do their jobs better. Be sure to check out our entire Deltek Vantagepoint mini-series to see how the product can help your employees and firm.

Those in marketing for professional services have a level of knowledge they had to build, likely for a field they did not pursue, and use that knowledge of services to build a brand. In doing so, marketers paint a picture of the firm that they promote. Usually marketing professionals find themselves helping many departments throughout the firm. Not only is collateral client-facing, but marketers often have a responsibility to market to the firm internally. Over the years, I have found many marketers to be integrators in a firm so let’s check out how marketing plays well with others:

Know the Brand

The brand is more than the firm’s identity and reputation. According to an SMPS article, “…strong branding is viewed through three lenses: overall firm branding, personal branding, and employer branding. All three are crucial to a strong brand foundation—and all three are connected in important ways that contribute directly to your firm’s success.”

Marketing has the fun responsibility of viewing the firm with a broader lens and shining the best light on firm strengths. As marketers believe in the services the firm can provide, they can use various channels to get the right message to the right audience. Therefore, knowing internal teams is just as integral as knowing clients.

A lot can change in a firm, whether it be people, services, or goals, and marketers need to be in the know of company happenings to properly communicate the appropriate message. After all, the only constant is change. Marketers find themselves having to be very flexible with messaging as well as keeping up with the dynamic structure of the firm.

Master the Service Lineup

Professional services firms typically have printed material, a digital footprint, and many proposals created for specific clients. Marketers must have knowledge of the firm’s services and a strong bond with technical staff to collaborate and create content. While a majority of technical staff has vast knowledge of what services its group offers, it’s important to educate everyone on all of the firm’s offerings, even if at a very high level. This can lead to more aware project managers as well as cross selling. All marketers should take advantage of education opportunities.

Knowing that many marketers have a great understanding of the firm’s services, they can become integrators within the firm, matching up employees that can benefit from bigger discussions. Collaborations do not stop with technical departments.

Recruit Like a Pro

Great minds come together for the greater good when human resources and marketing collaborate. Recruiting can be quite time-consuming; however, attracting top talent can tighten the candidate funnel. Pulling together human resources’ knowledge, the firm’s brand, and creatively crafting the right message can yield strong new recruits for consideration.

To that note, a firm’s digital footprint can play a huge role in a candidate’s interest. Using social media as a recruiting strategy can have phenomenal results. According to harver.com, 92% of recruiters use social media in their efforts. It is a way to engage passive candidates and employees, make connections, and share quality content.

Naturally, recruits or potential candidates google the firm and can be quick to judge on initial findings. It is imperative that a firm’s brand stand out on social media, such as LinkedIn, and on the firm’s website and network.

Set Standards from the Start

After an offer is accepted, it is also beneficial to include marketing in onboarding efforts to educate the new hire on the following, at a minimum:

• Branding guidelines (colors, logos, firm names, and more)
• Branded swag
• Proposal resume building
• Email signature
• Collateral that covers all firm services

As marketers share branding guidelines and set brand expectations from the start, new hires are immediately in the know when it comes to firm resources that are client-facing.

Own that Hat Closet

Marketers may notice that they wear many hats as time passes at a professional services firm. Each hat will give different insight into the firm and potentially challenge the “norm.” There are conversations with all roles of the firm, from C-suite to staff level. All of these collaborations help build the firm’s message that is distributed through email campaigns, mailers, proposals, onboarding, and both digital and social content. With each hat that is worn, many areas are weaved together for a more cohesive firm and a stronger brand.  

“The only constant in life is change.” In the business development world, truer words have never been spoken. The 41^st Annual A&E Deltek Clarity Report was conducted at the beginning of 2020 and shows how companies performed during the 2019 fiscal year. Since then, much has changed in the world. The United States is officially in a recession - defined as two consecutive quarters of negative economic growth. Recessions in the A&E industry have proven to be a high-pressure exercise in change management. So, what can we learn from the Clarity report and also from previous recessions in the A&E industry?

Business Development Trend Challenges

The Clarity report showed that challenges from a few years ago remain the same. Time is always a challenge, especially finding time to nurture client relationships. Competition for work continues to get tighter and many firms still struggle to identify new prospects. The A&E industry is overall accustomed to in-person interactions. That dynamic has changed drastically in 2020, requiring firms to identify new ways to develop connections and build relationships.

Getting into Position

Firms that participated in the study were asked to share in which markets they expect their firm’s position to grow, tread, or decline. Over the next 18 months, the transportation market takes the lead at 67% of firms expecting to grow there. Next up is the water/wastewater/stormwater market, followed by the health care market. Firms can remain flexible and be ready for a market shift given the election year and the global pandemic. Market research is always important, and now proves this notion even more.

Tracking the Hit Rate

The Clarity report shows that there’s room for improvement in how firms can use hit rate as a valuable metric. The six-year trend has varied from a 40% - 50% hit rate. Recently, more small and medium-sized firms have formalized a go/no go process, but consistency may be the biggest challenge. Formalizing the system can streamline processes, dedicate resources effectively, and drive the hit rate up. Firms should push business development teams to focus on quality of pursuits, rather than quantity. This is even more important when resources are limited to avoid burnout.

Bringing in the Work

As seen in the 41^st Annual Deltek Clarity report, most roles within a firm have some level of responsibility for business development. Executive teams take the lead on the responsibility along with business development staff if that is an option. Marketing groups seem to lead some efforts and the seller/doer model is common in A&E firms. Regardless of who is bringing in the business, only 41% of firms have a formal business development process. Streamlined processes could ensure teams are working efficiently and communicating effectively.

As part of broader marketing efforts, the study asked about marketing techniques for the first time. The survey showed social media posts are the primary marketing technique used by 87% of firms. Traditional trade shows and exhibits are a primary technique for 65% of firms. From there, thought leadership and content marketing are of importance as this showcases the industry experts. This will be a good one to track year after year to see where the trends take us. The survey also asked about the importance of these techniques over the next five years. Social media remains at the top, followed by thought leadership. Trade shows and exhibits surprisingly bump down to the number four spot. In today’s marketing, focusing on your online presence is even more critical.

The Outlook for Business Development

Change brings opportunities. Now more than ever, business development teams should concentrate on strategic planning to narrow in on how to refocus existing business opportunities and develop new business prospects. Firms focused on being flexible and adaptable will continue to flourish in our ever-changing world.

When you are determining what marketing techniques are going to be the best for your company, there are some important things to consider. It’s common for business owners to cast a wide net in their initial marketing plan, throwing everything they can against the wall to see what sticks. However, continuing to throw money at a marketing strategy that is not generating conversation will result in loss of revenue and time. Fortunately, there are ways that you can avoid this by tracking the success of your marketing techniques and being able to adjust the ones not yielding results.

Website Analytics

Let’s start with one of the easiest and most common methods of tracking marketing success: website analytics. Utilizing this method, you can see who is coming to your site and from what sources. This lets you know which marketing tactics are creating the most clicks and how those clicks could be converted into leads or sales. A lot of website analytic tools are easy to setup and simple to use.

Email Outreach

Email marketing is easy to track and measure. Most email marketing platforms offer a host of data that will help you gauge the efficiency of your email campaigns. Your task is to find those metrics that best suit your email marketing goals and to keep an eye on them. There are many different things that are important to look at when it comes to the success of email marketing. Deliverability, open rates, click-through rates, conversation and bounce rates. These all can give you a better idea of how your email marketing campaign is going.

Phone Tracking

Call tracking is one of the most effective ways to evaluate lead generation sources. By taking advantage of call tracking technology, you can see what marketing ventures are generating the highest number of phone calls. This gives you the opportunity to keep track of who is calling from where and gauge where your budget is best spent.

CRM Tracking

Customer Relationship Management (CRM) helps sales staff stay organized and track marketing campaign results. Using a CRM software, sales professionals create profiles for each prospect including name, company, phone number, lead source, and any other relevant information. CRM platforms not only lead the way in tracking initial marketing efforts but continue to serve in following the future of client dealings.

Save Time and Effort by Tracking Marketing Success

Tracking marketing success is quite effective when using the right techniques. You can learn what works and what doesn’t when marketing to contacts to create more business and ultimately generate more income for your firm. Using a tool like the Deltek CRM, you can easily.

Business development is crucial to the future of any company. Therefore, efficiently tracking it should be a top priority. So why are so many firms still using outdated spreadsheets that require so much effort to review? Well, once they get their hands on the Informer business intelligence (BI) tool, executives, business developers and marketers alike will be asking themselves that very question. Let’s see how the Informer BI solution will add value to your firm.

Colorful Graphics Save Time

The days of having to spend hours reviewing the specifics of opportunities and the sales pipeline on black and white pieces of paper are over. With Informer, colorful graphics draw attention to the information you seek. Essentially, you can set up your graphical dashboard using whatever dash parts you feel are the most important and drill down into the details as needed. These dashboards refresh automatically to keep your data up to date.

Different Visual Options

With Informer BI, there are different visual options available. Based on the fields selected, Informer automatically creates different visuals and you can choose from a saved list. You can customize your chart visuals depending on what you would like to see and how you would like to see it. Chart types vary from trends to pie charts to bar graphs to scatter plots. There are even geographic heat maps that show where your core opportunities are and where your firm needs to do more business development.

Keep a Finger on the Pulse of Business Development

Business developers are concerned with the health of the sales pipeline. They, of course, want opportunities sold as fast as possible and a way to track the win rates. Another great feature of Informer BI is the option to set up alerts when opportunities are closed. When an alert comes in, you will be drawn back to your dashboard to see what has changed. Informer even allows you to set up comparison boards with side by side displays. You can track win rates from month to month, year to year or even by location.

Get Informer Now

There is no need to waste any more time with those old fashioned and dated spreadsheets. Informer BI shows you exactly what you need to know about your business development as the opportunities unfold. Even more, Informer integrates with Deltek Vantagepoint and Vision. So, what are you waiting for?

Digital marketing, which includes email marketing, is a very effective strategy to growing your business. Most significantly, email marketing and outreach allows you to gain valuable insights into what information and messaging is important to your prospective and current clients. With each email sent, marketers can see open and click rates, and who opened and clicked on a link in the email. As a result, prospects can be easily identified, and messaging modified to grab the attention of other targets.

Email Marketing is Alive and Well

For many people, mainly the non-marketing folks, understanding how email marketing is effective can be difficult. In fact, many believe that email marketing is ineffective since they get so much spam and find it to be an annoyance. However, this is not the case. Email marketing actually has a very positive impact on your business. Here some are staggering facts about email marketing:

• There are 3.7 billion email users in the world and that will increase to 4.1 billion by 2021 (Statista)
• Email marketing has a 28.5% ROI compared to snail mail which has a 7% ROI on average (Chief Marketer)
• 59% of marketers agree that email marketing generates their biggest source of ROI (Emma)
• Email marketing is 40 times more effective at acquiring new clients than Facebook or Twitter (McKinsey)
• 72% of people prefer to receive promotional information via email compared to 17% who prefer social media channels (MarketingSherpa)
• Email marketing is 6 times more likely to result in a click-through than a tweet (Campaign Monitor)
• 90% of people said they will opt-in to receive a newsletter to obtain updates about a company while 10% elected Facebook (Nielsen Norman Group)
• 70% of B2B marketers agree that increasing their email list quality is their top priority (Delivra)
• The average office employee checks their email 30 times per hour (Marketing Insider Group)
• Checking email is the number 1 activity on the internet (Marketo)
• Companies in the United States will spend more than $350 million dollars on email marketing in 2019 (Statista)
• Email marketing drives on average $44 for every $1 spent (Campaign Monitor)

Email Marketing has a Bright Future

With all of these facts about email marketing, it is evident that the strategy works. While your firm is probably using email marketing as part of your overall digital marketing strategy, are you seeing the ROI and maximizing the benefits? Learn more about tracking and measuring email marketing success rates here!

If you’re a marketing professional that uses Deltek Vision, you should definitely be taking advantage of the marketing campaigns Info Center available in Vision. First and foremost, any marketing effort from email blasts to clients to attending a conference can and should be tracked in a marketing campaign. Also, marketing campaigns in Vision provide visibility into the success of your marketing efforts and people within your firm can see prospects that were targeted for a specific campaign. Here are some ways you can use marketing campaigns to improve your firm’s marketing efforts.

Targeted Marketing Campaigns

Let’s say you have a segment of an industry you want to market your services to - how does Deltek Vision and the marketing campaigns help you? Using Vision’s advanced search functionality, you can drill down in your CRM system to identify prospects you want to reach with your campaign. Even more, you can associate them to a marketing campaign in Vision to allow you to track these prospects and easily create lists.

Want to create an email blast to send to your identified prospects to promote your services? If you use marketing campaigns in Vision and a third-party email marketing platform like Constant Contact or MailChimp, there’s an integration to make this happen. You create the email in the automated marketing platform you use and then quickly associate the targets in your Vision marketing campaign to the email you created. The need to export and import contacts is eliminated.

Furthermore, in the Vision marketing campaign, you can see your email stats such as clicks, bounces and unsubscribes. All of this data allows you to evaluate the success of your effort. If it sounds too good to be true, learn more here.

Industry Conferences

At industry conferences, you’re likely to attend educational seminars and social events in the expo hall. You’ll have many opportunities to network with existing clients and prospects, as well as find new leads. So, what do you do with all those notes and new business cards? If you created a marketing campaign prior to the conference, you can simply add these people with notes to the marketing campaign in your spare time at the conference.

Additionally, if you attend the same conferences every year, marketing campaigns can track who was there in prior years. The campaign notes also show which people are consistently spoken to at each event. This allows you to preplan who you want to target and what you want to talk to them about next time.

Wait, there’s more! If you are an event sponsor, you may also be able to get a list of who is registered for the conference. These people can be added to the marketing campaign prior to the event which makes adding notes on the targets easier since they are already associated to the campaign you created. You can also choose your targets knowing with near certainty that they are attending the conference.  

Event Hosting

Does your firm host webinars or client events? If the answer is yes, you probably target a specific segment of your clients and prospects to market your events. Like the targeted campaigns mentioned above, you can quickly segment your contacts to identify who you want to invite to your event. When using a marketing campaign in Deltek Vision to assist you, you can easily add these contacts to your campaign and track who attended. This information will help your firm evaluate the success of the events you do.

More Benefits to Using Deltek Vision Marketing Campaigns

By using Deltek Vision marketing campaigns, you’ve seen that you can easily track touchpoints with leads, prospects and clients to gain visibility into the entire lifecycle of developing business. Furthermore, you can learn what works and what doesn’t work when marketing to contacts to create more business. However, once you create a marketing campaign, you can also create a project in Vision for that marketing campaign. You can bill your time and expenses associated with it to better improve your ability to track the ROI of your marketing efforts. So, what are you waiting for? Start using marketing campaigns in Vision today to show the success of your marketing efforts.

Attending a professional conference is a great way to learn solutions to obstacles you currently face, new ways to challenge yourself, and learn about trends in your industry. Additionally, you should never hesitate to ask your employer to allow you to attend a good and relevant conference on their dollar. Furthermore, managers should require employees to go to professional conferences to get out of the office and learn new things they can bring back to share with their coworkers. So, what are the benefits of attending a professional conference?

Network with Likeminded People

Sure, your LinkedIn network is huge. However, when was the last time you spoke to someone in your network face to face, or have you ever met them face to face? Professional conferences attract people from all different geographies from different continents to regional or smaller local conferences. In other words, conferences bring people together in one place in an environment that promotes talking to others. So, don’t be shy! Get out there and meet new people.

Get Fresh Ideas

In reality, you sit in our workspace and either not talk to coworkers about your ideas and their ideas because you are the only person in that role, or you’re talking to the same people about the same ideas every day. As a result, you tend to grow stale on the subject that you’re respected as an authority upon. Therefore, this is probably the number one reason to attend a professional conference.

When attending a conference, you get to attend seminars and panel discussions led by respected industry leaders and take part in roundtable sessions. Here you can get fresh ideas on challenges others are facing industry trends. Remember, you’re going to be inundated with a lot of information, so make sure to stay attentive and take notes.

Present Your Ideas to Others

In today’s age, your company’s brand is built on the brand of its employees. Prospects and clients are more likely to make a purchase from a company that they know, and trust employs thought leaders in their respected industry. This means employees must build their personal brand by showing they are a thought leader in their industry.

Becoming a thought leader requires making presentations about your ideas to peers to develop your “authority” reputation. It will also give you confidence in your work. Here’s a tip, make your presentation fun and interactive to keep the audience’s attention.  

Meet an Expert

You read their blogs and books, and if they have a television show or podcast, you probably tune into that too. Even more, their a mentor to you, but you’ve never talked or corresponded. However, that doesn’t have to be the case anymore.

Industry experts attend the conferences you should want to attend. They give presentations about their ideas, you know…the ones you read about, but now you can easily interact with your mentor and ask questions while attending a conference. Most importantly, experts also attend the conference social events, giving you a chance to have a face to face conversation. Keep in mind, they’re humans too. So, don’t get nervous when having your one on one time.

Make the Most of Every Professional Conference You Attend

Last tip! Keep a pen handy and remember your business cards at all times! Conferences are short, and you’ll be having a lot of fun. Remembering what you talked to someone about and having them remember you isn’t easy. With your pen, write notes other people’s business cards about what you talked about and make sure you have your cards, so they can do the same. There are so many benefits to attending a conference, but it’s up to you to make the most out of it.

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.