The term Potential Reach pops up a few times within Boost Elevate Marketing, but you may be asking what it means? In short, Potential Reach refers to the number of customers you have the potential to reach with an Elevate Marketing campaign. This can include customers you can email, text, or call via Outbound Calling.
Potential Reach Report:
The Potential Reach report shows this best by presenting you with the total number of customers you could potentially reach in each category:
It should be noted that these numbers represent customers that activated at one of your stores minus any customers who have given an invalid email address, unsubscribed from emails, or opted out of SMS messages or calls. With all that in mind, any campaign or call made for a location will only be sent to this potential number of people.
These numbers shouldn't be confused with the Adjusted Potential Reach numbers you see when setting up an Elevate Email or SMS.
Adjusted Potential Reach Displayed in Campaign Setup:
Because you only have the opportunity to reach each customer 2 times per month (via email, SMS, or a combination of the two), we try to give you the most accurate and up-to-date number when you schedule your campaigns. The above shows an example of what you may see in Potential Reach vs. what would show when setting up a campaign.
Adjusted Potential Reach will be how many customers you can potentially reach with a particular email campaign. This is calculated by subtracting the customers reached twice in the month and subtracting customers that don't meet the requirements of the audience filters. The filter breakdown is found below the campaign description and will give you a better idea of who this campaign will reach.
TIP: When you set up a campaign later in the month, the adjusted potential reach numbers may be much lower than your Potential Reach report. This only means that you have already reached the majority of your locations' customers twice that month. Your complete list of customers will be available again at the beginning of the following month.
Campaign Sends: Potential Reach vs. Reach
Another place you may notice Potential Reach is on your campaign Sends report. You will see a column for Potential Reach and one for Reach.
The difference in these two numbers is that Reach is the total customers that can be marketed to at the time of the campaign being sent, which takes into account the formula below:
Subtracting the number of customers that have been reached twice in that month from Potential Reach
Subtracting the number of customers that do not meet the requirements of the audience filters.
Subtracting the number of customers added to the Do Not Contact list since your last campaign.
Homepage Dashboard:
The final area where you can view Potential Reach is on the Homepage Dashboard. After selection, the dashboard will showcase your total customers and the percentage that can be marketed to across your locations. Viewing your customer numbers here gives you a quick breakdown of how healthy your list is, how well customer info collection is going, and an idea of customer demographics (based on phone, plan, or tenure). Utilize this information to plan out campaigns, inventory management, and more.
With that said, you may be wondering how you can most effectively market to your location's potential Reach and continue building your location's local customer list. Check out these articles on setting a monthly campaign schedule and building your customer marketing list.
If you have any questions regarding your Potential Reach numbers or what they mean, please give us a call at 877-839-8777 or send us an email at marketingsupport@boostelevate.com.