Is Your Email Campaign Working?
The most important reasons that U.S. marketers will use email marketing this coming year as reported in B2B Magazine are ...
- Drive incremental revenue - 55.3%
- Reinforce brand position - 19.1%
- Improve customer loyalty - 10.6%
- Reactivate customers - 8.5%
- Drive increased customer purchase frequency - 6.4%
How do you know if your email campaign is working? Do you know if it is "driving incremental revenue", or "reinforcing your brand position?" Most email marketing platforms, whether through a list broker or from your company's server will give you two basic statistics, how many opened your email and how many clicked through to your website or landing page. What these stats can't tell you is what happened once they arrived at your website. Did they click right back out, or did they move deeper into your website to a "conversion" page that says, "Hey, maybe we can do business."
There are two very important elements to complete your email marketing campaign.
- You need a web analytic program on your website that can measure the path of a visitor from the email page to a conversion page, or to determine if the visitor "bounced" out of the site (bounce rate).
- Your landing page and website must be designed in such a way that is consistent with your email message to help that visitor understand that he has come to the right place and can find the information and product promised in your email message.
If you have these two elements in place as part of your email marketing campaign, then you are on the cutting edge. But if you're like most companies you may need help with this, and that's where Grant Marketing comes in. We've helped many companies analyze their web marketing results and we'd like to help with yours. Just call us toll free at (888) 809-2317 and ask for Paul.
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