How to Measure the Performance of Your Gift Campaign

Meaningful connections are at the heart of successful relationships—whether with your team, customers, or partners. Gifting is one of the most powerful ways to create these connections. A thoughtfully chosen gift has the potential to foster gratitude, deepen loyalty, and build trust.

But how do you know if your gift campaign is truly making an impact?

Measuring the "moments that matter" ensures that your efforts are not only meaningful but effective. Tracking performance allows you to see how your gifts are being received, refine your approach, and amplify the connection you're aiming to build.

Whether you’re welcoming a new client, thanking your employees, or reigniting dormant relationships, understanding the metrics behind your gifting strategy ensures that every gift delivers the connection you’re striving for. Here’s how you can measure the performance of your gift campaigns effectively with Loop & Tie.

Utilize the Campaigns Tool

Loop & Tie's Campaigns feature is designed to help you track the success of specific gifting initiatives. By segmenting gifts into their own reporting view, you can measure their impact with precision.

How to set up a campaign:

1. Log into your Loop & Tie portal and navigate to "Campaigns" in the left-hand menu.
2. Click "New Campaign," then assign a name, type, and description.
3. Add gifts from previously sent items or send new gifts that will automatically be included in the campaign.

This setup helps you organize and track distinct gifting efforts, making it easier to assess what’s working and where there’s room for improvement.

Monitor Key Metrics

Once your campaign is live, monitor the following metrics to understand how your gifts are performing:

• Open Rate: How many recipients opened your gift email?
• Redemption Rate: How many recipients redeemed their gifts?
• Re-Engagement Rate: How many recipients engaged with your brand after redeeming their gift?

Together, these metrics contribute to the Campaign Engagement Score, a comprehensive measure of your campaign’s effectiveness.

How to Calculate Your Campaign Engagement Score

The Campaign Engagement Score (CES) is a single, easy-to-understand metric that evaluates the overall performance of your gifting campaign. It combines three key indicators of engagement—open rates, redemption rates, and re-engagement rates—into one comprehensive score.

Here’s the formula:

Campaign Engagement Score (CES) = (Open Rate * 0.4) + (Redemption Rate * 0.4) + (Re-Engagement Rate * 0.2)

1. Open Rate (40% weight):
   This measures how many recipients opened your gift email. A higher open rate indicates that your subject line and initial messaging captured attention.
2. Redemption Rate (40% weight):
   This reflects how many recipients redeemed their gift. It’s a strong indicator of how appealing or relevant your gift was.
3. Re-Engagement Rate (20% weight):
   This tracks the percentage of recipients who took further action with your brand after redeeming their gift (e.g., visiting your website, booking a demo, or engaging in follow-up communications).

Example Calculation

Let’s say your campaign had the following results:

• Open Rate: 75% (0.75)
• Redemption Rate: 60% (0.60)
• Re-Engagement Rate: 40% (0.40)

Plugging these into the formula:
CES = ((0.75 * 0.4) + (0.60 * 0.4) + (0.40 * 0.2))*10
CES =( 0.30 + 0.24 + 0.08)*10 = (0.62)*10

CES = 6.2 (on a scale of 1 to 10)

Interpreting Your Campaign Engagement Score

• 8–10: Exceptional performance! Your campaign is resonating strongly with your audience and driving meaningful engagement.
• 5–7: Solid results, but there’s room for optimization. Review your messaging, gift selection, and timing to maximize impact.
• 3–4: Below average. Your campaign may not be connecting with your audience as intended. Analyze your open, redemption, and re-engagement metrics to identify weak points and adjust your strategy.
• 0–2: Needs immediate attention. Low engagement suggests fundamental issues with your campaign. Reassess your gift relevance, message personalization, or audience targeting to make necessary improvements.

This calculation makes it easy to measure the effectiveness of your gift campaigns and provides actionable insights for improving engagement. By consistently tracking your CES, you can ensure that your gifting efforts are creating the meaningful connections you’re aiming for.

Optimize Your Campaign for Better Results

Measuring performance isn’t just about numbers—it’s about learning and improving. Here’s how to enhance your campaign:

• Test Subject Lines: Experiment with a few variations and compare performance using the "Performance by Subject Line" panel in your dashboard.
• Refine Gift Messages: Keep subject lines consistent and test different gift message content to identify what resonates most with your recipients.

By consistently analyzing these elements, you’ll improve engagement rates and ensure your gifts are creating meaningful connections.

Why Measuring Moments Matters

When you invest in gifting as a form of connection, you’re investing in relationships. Every gift represents an opportunity to strengthen a bond, express appreciation, or show your values as a brand. Measuring the success of these efforts ensures that every gesture resonates with your audience and drives lasting results.

With Loop & Tie’s tools and insights, you can unlock the full potential of your gifting campaigns, ensuring they’re not just appreciated, but impactful.

Ready to get started? Head to your Loop & Tie dashboard and start creating campaigns that truly connect.

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