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THE VALUE OF TRACKING
Who cares?
A good e-mail marketing program will answer that question for your business.
Unlike any other mass or direct marketing strategy, results with e-mail
marketing are immediate and concrete. The tracking reports will show you
who cares.
CASE STUDY:
A realtor builds a list of clients, friends and family. She sends 3 photos of new homes to her WinM@il designer. The e-mail "postcard" shows pictures of the homes plus the words, "Click on Photo." Each photo links to an information sheet about that home.
At the end of the day of delivery, a TRACKING REPORT is e-mailed
to the realtor. She sees who clicked on the photos and how often they clicked.
That night she begins calling all of her qualified hot targets!
"The ability to track click-throughs gives you an idea of what interests
your subscribers," according to Chip House, a professional e-mail marketer
with Exact Target. "As much as 70% of your response will happen in the first
48 hours after the mailing...The reduced time to read results allows you
to react quickly to changes in your business climate and take advantage of
late-breaking opportunities."
Communicate one to one all at once! |
