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Measuring the Email Responses from Your Channel Partners

Ideas for Evaluating Effective Emails to Your Channel Partners

Relayware Partner Relationship Management

Measuring the Email Responses from Your Channel Partners

Posted on July 18, 2016

After our measurements webinar last week, we are on a roll about different metrics you can look at to evaluate effectivenes, and today it's all about looking at the effectiveness of your emails to your channel partners.

Most marketers measure email success with open, unsubscribe and click-through rates (CTR) or a combination of these -- click-to-open rate (CTOR%). Open and unsubscribe rates are really not very telling at all. Many email clients automatically download pictures, which will register as “opened,” when in fact the recipient hasn’t taken any action. And many people mentally unsubscribe; they delete emails from a company automatically, but they don’t go to the trouble of clicking through the email to “unsubscribe.”

So, these numbers may indicate the effectiveness of the creatives and offers in your emails to your channel partners, but they really don’t tell the whole picture.

Take a look at slicing and dicing your channel partner communication data in these ways to give a more realistic picture.

  • Categorize: Categorize your emails by the type. For example: (1) personalized emails (2) event-triggered emails (3) newsletters and (4) emails from third parties. Groups 1 and 2 typically perform the best, and as you can imagine, the 4th group typically performs the worst, so putting them all together and figure out the average doesn’t give a very accurate picture. If you want to see what’s working make sure you categorize your emails.
  • Lifecycle Stage: Emails sent to channel partners who are in an earlier stage of your partner lifecycle, like welcome emails, usually work better than emails to your long-term partners, so break these out accordingly to see what messages are resonating at which stage.
  • Segment: Break out your emails by the different channel partner types. This could be by partner type (e.g., VARs, SIs, etc.); it could be by geography or by product type. What works with one group may or may not work with another group, but the average may be misleading.

Classifying your emails with these factors will give you a much better idea of your partner engagement and how to optimize the content to increase their commitment to you.