In today’s world, e-mail is one of the most commonly used business tools, in a wide variety of communications, particularly in marketing campaigns. But e-mail campaigns suffer because of an inability to be sure of their impact. Traditionally it has been difficult to tell whether the campaign has reached the right people or whether they have even bothered to read it, writes Cordell Brewer.
TouchBasePro’s new e-mail campaign analytics solution is designed to tell not only whether mailing list recipients have read a specific e-mail in-depth or simply deleted it, but also whether they have forwarded it on to other people. The solution has a level of sophistication than even enables it to determine the browser used to open the mail and the geographic region in which the mail is opened.
The goal of any campaign is to connect and engage with people. By having this depth of information at hand, one can easily tailor the message in order to improve responses.
Apart from the standard click-through, bounce and ‘open’ data that any e-mail marketing solution should provide, it delivers real insight into how recipients are interacting with e-mail, due to its database mining and customer segmentation features.
There are few e-mail marketing firms across the globe that can offer clients the ability to gather rich, detailed data about where their customers live and which devices clients are using to read marketing e-mails. Understanding which devices are being used enables you to tailor your messages to suit. For example, you could send plain text versions of mails to people who mostly read e-mail on a mobile device and HTML versions with embedded images to PC users.
Campaigns can be targeted based on how recipients have responded to previous campaigns. Campaign data is equally important, and the solution enables you to not only see how many people have clicked on the embedded links, but to drill down to see who clicked on which link. This is exactly the sort of information that can be invaluable for a follow-up sales e-mail or call.
TouchBasePro’s E-mail Campaign Reporting even provides data about where the recipients are located, right down to suburb level. This can also assist in future campaigns. Marketers could, for example, send a promotion out to customers only in a specific province. It therefore aids companies in gathering relevant customer address information for their corporate databases.
Managing a large e-mail database effectively and mining it for actionable business information is a potentially expensive exercise. However, with the TouchBasePro solution, one has access to a powerful and flexible e-mail analytics tool that helps improve campaign performance and therefore delivers a visible return on investment (ROI) for a modest cost. By understanding the needs of your customers more clearly, you will be able to effect more successful e-mail marketing campaigns, while continuously improving your campaign performance.
