How We’re Meeting District Managers in Their Inboxes

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.

“With these metrics updates, DMs get a pulse on the metrics that matter—ones that show signs of any major trends or potential issues.”
With these metrics updates, DMs get a pulse on the metrics that matter—ones that show signs of any major trends or potential issues. The easy-to-read updates, called “Metrics to Watch”, allow DMs to sift through the noise so they can understand where different stores are struggling and pinpoint issues. They receive the email on a time-frame that works for them, helping them to speed up their preparation for store visits and get to coaching their store managers faster.
SO, WHY HAVE THESE WORKED SO WELL?

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.

Email is a simple but powerful opportunity that can improve your District Managers’ performance. If you want to see examples of our CoEFFICIENT “Metrics to Watch” emails or see a demo of the full CoEFFICIENT platform, contact us today.

References:

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/↩ 
2. Ibid.↩ 
3. Will Devlin. “Mobile Email Engagement is On the Rise.” MessageGears. http://messagegears.com/blog/email-marketing-increasingly-becoming-mobilized/↩ 

 

ABOUT THE AUTHOR:
As an astrophysicist, John used to look for black holes and dark matter in nearby galaxies. At Square Root, he gets to put that knowledge to work on our Data Science team. He’s a real data power lifter with an interesting perspective who makes our data science team even stronger. With a true passion for problem solving, John is an expert in breaking down complex ideas and data into information we can all understand. He holds a Ph.D. from the University of Texas and a B.S. from Rutgers University in astrophysics.
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