Step Eight: Track Results and Follow-up
After you have launched your campaign, watch and assess your results. Experiment with the time of day or week. Do you receive more traffic on Monday or Thursday? Does your audience respond best in the morning or afternoon?
Using real-time statistics in your email marketing solution’s control panel, you can track which articles garner the highest read rates and which images get the most click throughs. You will also be able to tell which offers generate the most sales. And, because all of this information is stored in a segmented database, you can build reports that will help you notice trends between certain groups and specific products. This information will help you build cross promotions that will increase sales and your bottom line.
The final step is perhaps the most important step of the entire email campaign as it not only affects the success of the current campaign, it also makes or breaks future campaigns as well. It is imperative that you or your team quickly follow up on each subscriber response. If the campaign drives customers to your website to purchase a new product, customer representatives must quickly fill the orders and send out email confirmations to the customers. If the campaign offers information for your subscribers to download, the sales team must follow up with everyone that downloaded the information to ask if there are questions on the material. Following up with subscribers lets them know that you appreciate them and that you are there to help them if needed. This, in turn, builds strong and lasting customer relationships.
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