Starting an email marketing program is only step one in getting your information in your customers’ hands. It is key that you take a look at the statistics of the program and see who cared. The fact is that a good email marketing program provides you with lots of information as to what the recipients of the email did once they received it.
First and foremost is how successful was it? How many people clicked on it? Who went to your website or filled out your form? Who opted out of your program? Do you know why? What articles interested your market and what articles got no action?
In fact it is best to compare this to the action you had hoped to achieve. Did they go to your website and if so, did they take the action you wanted them to take. In many cases, email marketers don’t have a clear cut action they are looking to achieve, so it is simply not achieved. Remember email marketing is not one-way information. You need to learn as much from your clients’ and prospects’ actions as you hope they learn from your message.
Used correctly, email marketing will help you know your prospects enough to pick up the phone and know what about your messages they like most. For more information on improving your marketing program, contact us at (310) 791-6300. Looking to implement or have someone implement an email marketing program? Let us help you with content, expedition and/or analyzing your stats. We can even get you a FREE Web Match when you sign up for a paid Constant Constant account by April 30.
