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2017

Analysis should be a habit and it has to be followed by actions.

 

Document your findings and if possible discuss them with your team.

 

Your numbers share a story and if you listen to what they say there are lots of learnings that you can get from spending some time understanding your reports.

 

This is one example that I recently went through:

 

 

What did we notice?

 

- Our old subject line performed better. Our Open Rates were higher.

- By including a video link our CTR went from 13% to 29%.This is a huge improvement.

- The unsubscribes from the older version were double (even when open rates were higher)

 

So what can we do next?

 

- Can we possibly change the subject line to the best performing one?

- Review after a similar period of time to understand if these change had an impact in your results.

A quick piece of information that I got confirmed by Marketo Support that I thought is worth sharing:

 

When you add leads to your 'Marketing Suspended' List, these leads will be not receive Marketo Emails but emails from Salesforce can be sent out.

 

Be mindful that suspending doesn't mean unsubscribing.

 

Image result for suspended

 

 

You can create your own rules to suspend leads.

With the boom of social media, social icons have become really important in our email communications.

This trend has been changing slowly during the last few years since marketers have realised that social icons could also distract the completion of the most important call to action.

 

I have put together some examples of what companies are doing in this space. I don't think there is a best practice yet, it depends on the business and also on many other elements such as creative resources available including templates and the actual creative person in the company.

 

Let's have a look to what is happening out there.

 

Many companies still give social media icons prime real estate and icons go at the top.

 

Riva, Marketo and Firebrand are 2 examples where icons go at the header level.

 

 

 

Happy Frog Apps has all her icons in the content section.

 

 

Kapost has her icons just after the CTA

 

 

We have a few companies using social logos int he footer section.

This company is not using logos, just text.

 

 

 

Virgin Pulse only has a couple of logos in the In the footer section.

 

 

Reading Eggs has 2 logos only on the unsubscribe section.

 

 

Many companies use the footer section just before the  unsubscribe. This email is from Bluewolf.

 

These are 2 resources that will make your life easier if you are new to Marketo.

 

1. Icon Glossary

Icon Glossary - Marketo Docs - Product Docs

 

If you learn to read what the icons say, your life will be much easier.  There are certain icons that you need to master, like the Marketing Activities icons. These have actually helped me teaching the story of what campaigns are doing.

 

 

2. Field Types.

 

Understanding the different fields that you can create in Marketo is also very important. This document is really useful when you are new to Marketo.

 

Bookmark: http://developers.marketo.com/rest-api/lead-database/fields/field-types/

http://developers.marketo.com/rest-api/lead-database/fields/field-types/

 

Special fields that you need to pay attention to are:

1. Boolean (previously checkbox)

2. String (a line for short text)