The number of companies engaging in e-mail marketing increases on a daily basis. This isn't really that suprising, given that it's one of the most cost effective, accessible and measurable methods of marketing available. But given the recent increase in the number of marketing emails businesses find clogging up their inboxes every morning, it's becoming increasingly difficult to capture and keep your readers attention.
As soon as recipients start switching off to your communications your campaigns will begin to suffer and the return on your marketinginvestment will take a sharp turn in the wrong direction. So how do you make sure your emails continue being well received without becoming a nuisance? Well as anyone who has engaged in e-mail marketing will tell you, a lot of factors are involved, includingbuilding a mailing list, deciding on email content and designing creative. But the area where most companies can make vast and swift improvements is in the monitoring of campaign performance.
With countless free stats tools available such as Google Analytics and the myriad e-mail marketing applications available on the market such as Campaign Monitor, there really is no excuse for not monitoring and refining your campaigns. A quick analysis of your last campaigns performance can result in an immediate reduction in cost and improved response in your next campaign.
By being able to review exactly which recipients opened your email and which links they clicked on, you are able to break your mailing list down into multiple segments, each of which can be targeted with a more tailored campaign in the future. Strategies can be tested to re-engage dormant recipients who can be cleansed from your list is your efforts fail, furtherimproving the efficiency of your marketing Go segment!
