Finding your insights

Have a look more closely at these campaigns and compare them to previous similar campaigns that have had a better performance.

The types of areas you would want to look into would be:

• The time it was received
• The audience it was sent to
• Tone of voice
• Length of the communication
• Was the messaging well aligned with all the other components

Comparing these elements of high performing and low performing communications will help you isolate what did, or didn’t, work on the campaign.

From this you can draw insights into the following:

• Was the audience right for the campaign, or would it have worked better with a different segment?
• Did the messaging strike a chord with the audience?
• Were the images right for the message and the audience?
• Was the audience able to easily follow through on what you wanted them to do?

These are your insights. Insights are not facts as such, they are a theory of what you believe to be true, based on the data you have. You would usually go on to further test whether these insights are true, before deciding to make your findings a new ‘rule’ of how you approach your communications.