news + articles

In a series of articles spread over 12 months, the Pure newsletter breaks down the different aspects of running successful email marketing campaigns. In this article we look at making the best use of the results and feedback from your marketing emails.

Why is it important?

If you have done your homework, then your email campaign should have been a resounding success. By examining people’s responses to your mailing and cross-checking against their user profile, you can learn more about your potential new clients.

What should I look for?

The good news:

• Have you responded to new enquiries?
• How many people signed up for your email newsletter via your website?
• What parts of the email did people click on? Which type of content proved to be most popular?
• Who visited your website?
• How have you processed this information? Have you updated your user profiles?

The bad news
There are valuable lessons to be learned from negative results, too:

• Have you removed the addresses of people who have opted out from your database?
• How many people failed to open your email? Why did they ignore it? Was it bad timing, bad content or a bad subject line?
• What kind of content failed to inspire users to click a link?
• How many emails failed to get through? What went wrong with these?

The final analysis

• How do the results measure up to your expectations?
• What can you do to get an even better response next time?

How do I find the information?

One of the features of PureResponse is clear graphs and tables that show how many people opened your email, how many messages 'bounced' and how many people opted-out of receiving future emails.

Detailed reports also show who clicked the links to tell you which content and benefits were of most interest to your customers.