BY: JOHN JARDEL
MAY 11, 2017
As we work to improve CoEFFICIENT®, we’re constantly keeping the needs of District Managers (DMs) in mind. This group is always traveling from store-to-store, working to improve individual performance and pushing through corporate objectives. They work with multiple store managers to help resolve a myriad of issues, ranging from personnel concerns to inventory management, and to make sure stores meet KPI targets. In preparation for these visits, DMs need to understand where the store is doing well and uncover their opportunities for improvement. Recently, we’ve found success sending updates on key metrics directly to the inboxes of DMs.
District Managers spend a lot of time on the road
Like we mentioned, DMs are busy and travel a lot. According to our 2015 District Manager Survey, 51% of DMs say they spend 5 to 15 hours a week traveling to stores and 17% of DMs spend more than 15 hours traveling.1 With so much travel, they must be able to effectively work on-the-go.
DMs also say email is their number one tool they currently use to prepare, conduct, and report on store visits.2 So if you put data they need to act on in email, your DMs will get it AND use it.
Engagement with email is growing
Email opens in general are increasing year-over-year. In the first quarter of 2015, email open rates on smartphones was 34.1%. By the end of 2016, email open rates on smartphones had jumped to 41.1%.3 We fully expect that trend to keep climbing.
Email engagement trends are only one of the trends we’re seeing increase. We’ve also run tests to see how engagement with the CoEFFICIENT platform can correlate to Metrics to Watch updates. In one test, the two weeks where our metrics email was sent corresponded to two weeks of abnormally high logins among the test group that received the email. More interestingly, they aren’t just clicking from the email to the platform, they’re independently engaging with the platform more.
Email is quick and easy to customize
Metrics can change fast. So, we need to be able to move and push changes to users quickly. Email is the channel that is the quickest to change and customize. There are just fewer technical hurdles to overcome when we need to release new data or allow for rapid iteration. With our Metrics to Watch emails, we can get data in your DMs hands immediately.
Lastly, we work really hard to ensure that we fit our products to your users. With these updates, we are tracking email engagement, so we can send the most useful and relevant data to your DMs. We also listen to what they are telling us with sentiment tracking and short surveys, so we can improve the experience every step of the way.
1. “District Managers: The Link That Turns Corporate Strategy into Reality.” Square Root and WBR Digital. https://square-root.com/2015-district-manager-white-paper/
3. Will Devlin. “Mobile Email Engagement is On the Rise.” MessageGears. http://messagegears.com/blog/email-marketing-increasingly-becoming-mobilized/