Some individuals speculate that email marketing is the digital equivalent of direct mail, but for a B2B company, email marketing is a method of staying in contact with your existing clients; notifying them of changes in your company and about your latest products you are launching.  Email marketing to current customers is a good way of initiating up and cross selling. 

You can also send email marketing to possible customers; people that might be interested in your business in the future.  You may have got their email address from a social network such as LinkedIn, or they may have subscribed to your mailing list.  Either way, you can show them all the reasons that they should be using your business.  As ‘warm leads;’ people that have already shown an interest in your product or service, they are more likely to result in sales.  You can also get contacts from companies that supply marketing data; they will supply you with people’s details who they believe might be interested in your company, using demographics such as age, gender and interests.  As ‘cold leads’ these will typically have lower click through and conversion rates, and can be seen as spam and do not even get into people’s inbox’s; sifted out by a spam filter.

No matter how you decide who to send your email marketing to, it is crucial to measure and review the success of it, in the same way you should with any other form of marketing.  The core ways that people presently do this is by monitoring:
•    The ‘bounce’ rate – the number of emails that bounce back because the email address is inaccurate or inactive.
•    The delivery rate – the number of emails that were not filtered out by a spam filter and ended up in people’s inbox.
•    Click through rate – the amount of people that click on the links on your email.
•    Sharing and forwarding – the number of individuals that either shared or ‘liked’ you on a social media website, and the number of people that forwarded your email to someone else.
•    Conversion rate – the number of emails that generated the desired result, such as the filling in of an online form, joining a group or generating a sale.
•    Revenue per email sent – the average amount of revenue made per email sent.
These metrics will give you an picture of what online activity has occurred as a result of your email advertising, but an increasing amount of businesses nowadays like to include as many points of contact as feasible on their marketing.  With Google stating that 63% of people like some kind of human interaction when purchasing a more expensive or complex product or service, a phone number is something prudent to include, but how can you monitor which calls are coming to you as a result of email advertising?

By using call tracking technology you can, by using a unique number for each email advertising campaign.  By allocating a unique number to each campaign, you can ascertain how many telephone leads you got as a result of each one, which of these leads progressed to a sale, and the revenue you made from each sale.

By monitoring the results of your email advertising, you can establish which campaigns have achieved the most success, and use this information to improve future email marketing campaigns as well as increase the Return On Investment of your email marketing.

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