| Albert Einstein said "Not everything that counts can be | | | | Email metrics is rapidly gaining a seat at the board |
| measured. Not everything that can be measured | | | | room table as businesses seek to satisfy customer |
| counts." | | | | wants, needs, and desires. And, in this economy... to |
| So...let's see. I don't think what this means is..."Don't | | | | increase profits and decrease marketing expenses at |
| measure...don't count." Perhaps...it's more like..."it's all | | | | the same time. |
| relative....so keep it all in perspective." | | | | Email marketing can...and is...doing all of those things. |
| In email marketing, you have some really cool tools in | | | | Focus on tracking, testing, and analytics. Measure all of |
| web analytics...that measure. So...what should you | | | | the components that result in conversion...after all, |
| measure...that counts? | | | | conversions are your real measurement of ROI. |
| Well...what about profit? Profit counts? Right? | | | | Try...and track...different ideas and page layouts. |
| There is a web analytics tool that does what's called | | | | Headlines are critical, as they are often the door that |
| "clickstream tracking." What is measures is what | | | | has to be opened for the prospect to come in. Test |
| content, graphic or image, triggers an action of some | | | | everything. |
| sort when a prospect opens an email and clicks to the | | | | Use a solid, well-proven marketing service for email |
| landing page...up to and including a purchase. Knowing | | | | deliverability, with web analytics that can be set to your |
| this helps you react quickly, and make needed | | | | own paramenters. |
| changes to build more responsive creatives. | | | | Be not only spam compliant, but spam aware. In other |
| You can now also track real time responses...the time | | | | words, make sure your email messages are not |
| between when an email is opened, and the prospect | | | | getting filtered by ISP's, sent to your recipient's junk |
| goes to the site, but doesn't make a purchase. This, | | | | mail, or reported as spam. In today's market, your |
| then, can be set to send another, more targeted or | | | | emails are a big piece of your brand. One email |
| more personal email to provide more information or | | | | reported as spam could get you blacklisted, and ruin |
| greater incentive, and has been extremely successful. | | | | years of brand development. Test, and then test more |
| A good analytics tool can also help you understand the | | | | to ensure your emails are constantly reviewed for |
| search patterns, banner advertisements and other | | | | spam compliance and filtering. |
| media that may be influencing your prospect. | | | | Find a good software package and/or service, use it |
| Having this knowledge can be tremendously influential | | | | with customer input and feedback. Measure what |
| in designing email marketing messages. | | | | counts, and you can count your profits. |
| Why? Because all of them help you determine what | | | | We began with Einstein's perspective, so let's put this |
| your prospect wants, needs, and desires...and how to | | | | back into perspective. You're in business to make a |
| make sure it gets to the right place, at the right time, | | | | profit, while meeting customer needs, wants and |
| and delivers the value at a price they're willing to pay. | | | | desires. When your passion is to balance the two, you |
| The idea is to understand what works for your brand. | | | | can be "relatively certain" the equation is right. |