Track Results
Even if the campaign isn’t tested through an A/B Split, it is imperative that marketers track the results of each campaign as it will help them build more relevant messages in the future.
Marketers need to look at more than just the number of sales that an email campaign generated. While that is important information to have, marketers need to look further and track the individual customer that made a purchase. Also, marketers should look at the customers that clicked through the email to the website but didn’t make purchases at that time. This shows that the customer had an interest in the product and the marketer can use that information to possibly upsell the customer in the future.
Marketers should also look at the customers that didn’t respond to the message. If a customer opened and read a message but didn’t react, it shows that the customer still has interest in the company and products but it wasn’t the right time to make a purchase. If a customer opened but didn’t read a message, or if the customer deleted the message without opening it, it could mean that the email was delivered at the wrong time for the customer, or that the customer has lost interest. Marketers can use this information in the future to try a new approach that will recapture the customer’s attention.
In the end, the marketer has built well established, personal relationships with each customer that will significantly increase sales and ROI. Contact us to learn more.
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