Getting The Right Results. E-mail Marketing.
By engaging your clients in e-mail marketing or any other means of transmission of information, it is important for you not the fact of obtaining the results in general, but the fact of obtaining correct results. The cornerstone of any strategy of e-mail marketing should be a possibility of possession the way to determine those responses that are important for achievement your goals and optimization in the future campaigns, based on their relative performance over time.
This concept can be divided into two parts. The first component, data collection, is an important foundation which the entire optimization will be built on. The second component, the development of a standardized structure of analysis, helps to choose a combination of responses that will lead your campaign to success.
Every marketer knows that to measure the effectiveness of specific e-mail marketing campaign, it is important to gather relevant information. To do this you need to keep track of your campaign much more wider than just according to the statistical data on the list, such as for example the number of sent and open emails.
A lot of marketers to determine the effectiveness of their campaigns rely on conversion reports on the links, but deep down they know that the statistics of referrals is not of great value in marketing programs, because the return on invested capital in marketing can be reliably judged only by the conversion of the information taken from a specific campaign, namely, accounting / tracking each purchase, download, registration, etc.
Having taken this information as a basis, marketers can build a structure in order to weigh each potential conversion to each other. For example, the e-mail marketing program can be done to control the number of visits to the main page, as well as to control the number of sales. If, due to the first mailing, it was carried out by 500 purchases and 10,000 visits to the home page, is it preferable to the second mailing, which caused 600 purchases and 6,000 visits to the home page? The answer depends on how the marketer evaluates each answer.
In any case, we absolutely can confidently assume that the marketer would prefer purchases to visiting of the main page; therefore, the most important is to build a structure that allows marketers to choose exactly the campaign that had the desired result. An effective way to choose the correct results is the use of such an index, in which each response, or conversion attached to an appropriate value. If the marketer has replaced the desired actions by common unit of measure, or index, he or she will be able to calculate the “assessment” of each mailing.
To illustrate the foregoing, let’s add one sale the value 1.00, while visiting the main page – 0.05. In this case, a purchase is valued at 20 times more than one visit to the home page. Using these values, the marketer will be able to objectively evaluate the effectiveness of each of the two mailings.
In conclusion, I would like to note that all this makes it possible to provide an estimate of almost each of your clients. Tracking those elements in your marketing e-mail messages that encourage your customers to respond and help by using the index to determine the number of such answers, and can optimize your campaigns, you get much more than what they expected. And it means that your customers will get much more.
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