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Monitoring Email Marketing Campaigns - Using Email Marketing Effectively
1.Set up a proper email marketing M/I system Be sure to check which mails bounced, which were opened / unopened and who clicked on which links. This kind of M/I is essential in measuring the success of your email marketing spend and in tailoring your follow up. 2. Check your open rate For good email marketing, you need to measure your overall relationship with your audience. Around 30% is OK. Less than 20% and you are probably not engaging your readers. We have observed that open rates tail off rapidly when people send too many mailings in a short space of time. On the other hand a string of well constructed “teasers” can be very effective. 3.How many SPAM complaints did you get? If your mailing list is made up of proper subscribers who are expecting to hear from you, you should expect no SPAM complaints at all. Any more than 0.1% and you are doing something wrong which is causing a negative reaction with your readers. Find out what it is and stop doing it. 4.Know who clicked which links Good software (such as that which NCS has used for some time in its email marketing) will show you the email address of everybody who clicked on each link in your mailing. Consider follow up emails to those who clicked certain important links (e.g. the link to your new product) 5.Compare campaign statistics If you take email marketing seriously, you should check the results of campaigns sent at various different times to find when it’s best reach your target audience. 6.Delete the unsubscribes Make sure those who unsubscribe hear from you no more. Likewise, be sure to stop sending emails to addresses which have a hard bounce (e.g. no such email address, no such domain). You can resend emailings which bounce with a soft bounce (i.e. something like mail box full) – you may get through next time. 7.Archive them It is a good idea to archive your emailings on your website. They add to the richness of the site content which can help with your search engine rankings. And you can refer to them in subsequent articles, or exchanges with your clients. Although these are simple points, it may well be useful to get input from an experienced web promotion company on how to develop your internet marketing in this way Malcolm Tebbutt Director, Net Commerce Solutions Article Directory: http://www.articledashboard.com |
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