Factors that impact reporting
Many factors contribute to your marketing success. As you continue to set and track goals, keep the following factors in mind, as they can play a part in your overall success.
Seasonality
Seasonality can have a big impact on your reporting, and your goals should reflect this. For example, an online bathing suit brand may anticipate lower engagement and sales in the winter, but still find success with a great Black Friday deal on overstock styles. There are no perfect rules for this product planning, but it is important to consider seasonality as you set your goals. Additionally, if you are early in your journey with engaging your audience, it might take some time to experiment and see what works.
Best practice: Consider your product or service, as well as how and when customers engage with your brand. Raise or lower your goals to account for the ways seasonality impacts your business.
Business state
Businesses have differing needs and focuses depending on where they are in their business lifecycle, as well as the types of products and services they offer. For example, encouraging repeat purchases, such as cosmetics, will require a different approach compared to single-purchase luxury products, like furniture. If you don’t have a large list of engaged subscribers, that’s ok; it will take some time to build your list and mature it. On the other hand, consider how your product or service might behave differently in the customer journey compared to others.
Best practice: Consider where you are at in the journey of building your business as well as the way your product is purchased. Adapt your goals to your business growth needs as well as the buying patterns of your customers.
Deliverability & compliance
There are many factors that could impact your message's ability to be delivered, but an observance of compliance best practices will help with overall deliverability.
Best practice: If you start seeing low delivery rates, it could be because you need to improve your deliverability and sending habits. To learn more, get deliverability certified.
Apply what you’ve learned
These external factors are part of what makes marketing dynamic. Use what you learn from your data to adjust your strategy, refine your goals, and keep improving over time.