BILL CARMODY: Evaluate the effectiveness of the message. How do you know if your message is effective? Number one, it's the open rate, the percentage of recipients who open the message. This is so important because, if they're not even opening your message, it means your subject line needs work. 

Number two is your clickthrough rate, the percentage of recipients who click on a link within the message. Number three would be your conversion rate, the percentage of recipients who took a desired action such as making a purchase or filling out a form. Then the bounce rate, the percentage of recipients who didn't engage with the message and left the website. 

Number five is feedback, allowing you to collect feedback from recipients to understand their experience with the message and identify areas of improvement. Engagement rate, the percentage of recipients who engage with the message such as commenting or sharing it. This is especially true with social media. 

And the most important metric is your return on investment. The return on investment can be calculated by comparing the cost of a campaign or marketing initiative to the revenue that's generated from it. So what did it cost you to put it out there, and how much did you get in return? That's your ROI. That really is the most important metric to ensure that the messages you're using are landing and driving sales. 

As a reminder, this is especially true when you're using with mobile devices. The majority of people are looking at your digital marketing messages on their phones, so keep that in mind as you're thinking about placement of where your messages are going and how effective it is when people are on their devices. 

In this whole game, you're thinking about this from a perspective of, how do I make sure the right people are receiving the right message? And when it's not being received in the right way, you just change it up. 

I'm Bill Carmody. Thank you so much for playing with me today. I appreciate the opportunity to share the effectiveness of any of those messages you're putting out there into the world and continue to refine. The more you do this work, the easier it becomes, the more you learn from exactly what your audiences respond to and what they don't respond to, and will continue to help you optimize your messaging so it's maximum effective. Thank you so much.