Thursday, June 18, 2009

Measure and grow

Acquiring opt-in records doesn't guarantee success in email-marketing. There are other small variants in campaign execution, failure of which, can cause spillage of your marketing dollars. Campaigns that consistently generate positive growth does by tracking and analysis of email delivery. Marketers gain valuable insights by studying the post campaign matrices:

Most email campaign software includes functionalities to find the

  1. Delivery counts
  2. Unique opens
  3. Unique click-throughs
  4. Forwards
  5. Hard and soft bounces
  6. Unsubscribes

Here comes the hard task. How many from this list do you track down for understanding the strength/weakness of your email marketing program..

In case you're not doing it, it's time to allocate resources to keep track of your campaign performance matrices.

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