<< Are Logistics in Place so the Campaign may Succeed?
Are Tracking Tools Available?
Marketers must plan in advance how the messages will be tracked in order to measure its effectiveness. Without this, there is no way to know if goals were achieved.
Many email marketing service providers, such as Listrak, offer detailed tracking and analytic tools. Prior to sending an email campaign, marketers should decide how they will track the campaign to measure success. Evaluating data at random times may lead to a false impression of the actual results.
There are many factors that go into tracking an email message. The first thing a marketer should look at is the number and percentage of recipients that opened, read, and clicked through a message. Then, marketers should take it one step further and look at the individual recipients that opened, read, and clicked through the messages. Marketers should also monitor items such as unsubscribe rate, forward rate, bounce reports, etc. They may also track more detailed reports, such as geographical tracking and visual overlay tools. The more details they have, the more accurate the results will be.
Marketers may also want to integrate web analytics with their email marketing software. Doing so will give them the tools they need to build detailed customer profiles that may be used to send targeted emails based on their website viewing habits. For example, a customer may click through the email campaign to arrive at the landing page, and from there, he or she may click through to the company’s website. While it is important for companies to know which subscribers are viewing their sites, they can use web analytics to find out which pages the subscriber visited, which links were utilized, and what information was downloaded. Knowing this information prior to sending an email campaign will boost campaign performance as marketers may design future messages based on the usage habits of their subscribers.
Setting goals in advance and putting together the tools needed to successfully run the campaign and track the responses will help the marketer build a profitable and lucrative campaign.
