Email Marketing Tips
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How To Set Up Tracking Of Your E-Mail Campaign
Whether you're running a business online or off, consider including an e-mail campaign on your list of strategies. E-mail campaigns, when implemented well, can be highly effective for your business. They're cheap and once you've gotten used to them, quite easy to implement. They could be a very important part of your business strategy, allowing you to tap more customers and subscribers from your target market, expand your reach and increase your sales. And yes, it doesn't hurt that they also help in building your business reputation but that is only if you know how to use them. Here's how to set up tracking of your e-mail campaign to find out if you're on the right track.Before anything else, plan everythingNever dive into territory you're not familiar with and don't try a technique you don't understand. Before you can track your e-mail campaign, consider a few things:- what you want to track- from which segment of your market you want to track- what you hope to know or achieve from the resultsMake sure you have an e-mail account that will be used exclusively for your campaign.The worst mistake you can make during the initial stages is to be disorganized. Imagine how difficult it will be for you to determine which e-mail messages give you feedback, which ones are for placing orders, which ones are from the customer care department and which ones are from your spouse. A separate e-mail account will make sure that all replies pertaining to your e-mail campaign will be directed to only one account and that it can be accessed from there. This will prevent confusion on your part.If necessary, do not use an employee's e-mail address for your company. Just imagine if that employee leaves the job. The account must be something that you or the person assigned for the e-mail campaigns can access. This will also help avoid getting your mails labeled as spam, a surefire way to kill your e-mail campaign.Use a clean e-mailing list
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If you've had a list of e-mail addresses sitting in your contact box for a few months or a year, make sure to check if they are still active or if they want to opt-in. If it's been a while, your e-mails could land on inboxes of non-existent recipients or worse, very unhappy people. This will help reduce the amount of useless e-mails you will be sending and you won't be in danger of being treated as a spammer. ISPs will block your e-mails if you send them to multiple inactive addresses, so watch out.Only send e-mails to those contacts that have opted-in. If you have their permission, your e-mail will less likely get deleted.Set up a separate landing page that is specific to a particular e-mail campaign.Don't drive all traffic coming from your e-mail campaign to your home page. When someone who opted to join your campaign reaches that page, he will have to look for the link or banner that will lead him to the appropriate web page. Imagine if they get lost, click on the wrong link or get frustrated. Make sure that when they click on the link; they will be led to a separate landing page with a separate URL. That way, they will be easy to track later on.Decide on what conversion will be for youAsk yourself what you want to happen and what you want your recipient to do. Other than read your e-mail, maybe you want them to sign in as subscribers or to participate in a survey, play a game or buy your products. With each e-mail marketing campaign, make sure to set up the specifications. Again, you can't track what you don't know. If you want your recipients to subscribe to your e-newsletter, for example, every positive response you receive becomes easier to count.Use and understand a web analytics softwareThere are specific things you will need to do and understand in order to set up the tracking of your e-mail campaign. First of all, have a web analytics application installed. This will help you obtain the right data and find out whether your e-mail campaign is working or not. Look for an application that will help you 'read' the data. You should, for example, be able to mine data from the server log and distinguish which ones came from a generic search, a referral or a paid search. Set standards for conversion, traffic and traffic patterns, search and web referrals. This will help you keep track of your e-mail campaign and determine which campaigns are working, how and with whom.
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