Today’s blog derives real world insights and finger-tingling ideas for your emails that you couldn’t possibly wait to start working on.
Today is all about the ‘Halo Effect’ and how to measure open success across various segments.
Halo Effect
A ‘Halo Effect’ is an action by the consumers who begin to show increased appreciation towards a company’s product line due to consistently encountering positive experiences whenever these are purchased.
Brand loyalty, brand image, brand strength – these are all conventions of a halo effect.
Halo Effect in Emails
The halo effect that emails can have on other channels is dangerously overlooked. However, this shouldn’t be the case. Tracking last click metrics such as sales, conversions and revenue are all clearly important, but it is equally as important that marketers do not overlook the halo effect that emails can have on other channels.
For example, in [company name]’s Email Tracker 2021, it showed that while clicking on the link that they are emailed is the single most common action for most consumers (19-29%), they are equally as likely to engage with the brand, but not through the email they’ve been sent (19-27%) – opting instead to engage via another channel. For example, seeing the email and googling the brand, then entering via Search (Organic or Paid).
In a real-world example, an anonymous company were concerned that they sent 2 emails in August which returned zero transactions in their Google Analytics. One releasing a new website feature whilst the other a transformation competition. It is important to note that the content itself was not a traditional sales email, with the call to action being directed to the website feature or to enter a competition. The conclusion could have been, these are not sales emails, they are a feature release and a competition.
Looking further into both emails, each was opened by 43,000 customers and generated around 800 clicks, driving engaged traffic to the website. When monitoring the Campaign Revenue, it was identified that only within 24 hours of receiving that email, 28 recipients went on to purchase a product after exploring the new website feature, and 15 recipients went to purchase after the competition. Therefore, to say that email had no effect on the total revenue on those days would be short-sighted. While it can’t be said that email was solely responsible, it is important to recognise its impact. The company’s customers reacted well to this change of pace and without a different attribution model, the company would never know the full effect of their campaigns.
This reflects the significance that email can hold upon the revenue and success of companies, whether directly or indirectly.
Successfully Stand in the Light of your Halo
As you might (not) be able to tell, we tried to pun in Beyonce’s Halo song, but it didn’t quite work out.
Awkwardly moving on, it can be established that emails certainly contribute towards the halo effect that is gained by other marketing channels, whether the engagement takes place directly through the email, or the email sparks a form of engagement that then takes place separately; it is still undoubtedly a result of the email received, thus the importance of email should not be overlooked due to some of the halo credit square-rooting right back to emails.
