So you’ve sent out your first few email campaigns and had some responses and leads as a result. So what do you do next? More of the same? Special offers and discounts? Well, yes, that’s fine but you also have some valuable and powerful information within your Email Reports…which can focus your marketing even further…
Q1: I’m concerned about the inactive recipients, is there anything I can do to get them to respond?
A1: Yes there is. The first logical action is to identify who are your inactives and then you can re-send them your selected email campaigns or edited versions thereof:
Open up your report and click on the Activity tab.
Set the Open Count and Click Count filter key to equal, then insert a 0 (zero) into each of the boxes. Just to be sure, also drop down and select Unchecked for Hard Bounce, Unsubscribe and Complaint.
Click on the Select All button (which greys your selected Contacts to confirm) and you now have the Add to group button at the bottom of the screen to click on.
Choose the New Group option, then click on the Add To Group button.
You now have a new group which you can select in the Recipients section (Step 4) when you send out your email campaign.
Q2: How do we harvest those contacts who have opened our email campaigns?
A2: Follow the process as in A1 above but this time select the Open Count key filter “Is greater than or equal to 1”, and insert a 1 in the box. Then proceed to Select All and Add to Group.
You now have this positive group to market by email.
(Just a little health warning on opens: to register an open a recipient has to open your campaign within their email client and download images. If they view your campaign via the webversion link, this will not register as an open.)
Q3: How do we harvest those contacts who have clicked on links?
A3: Follow the process as in A2 above but this time select the Click Count key filter “Is greater than or equal to 1”, and insert a 1 in the box. Then proceed to Select All and Add to Group.
Q4: How do we find out which contacts have clicked on specific links?
A4: Click on the Clicks tab, click on the specific url link under Links clicked, then you will see when and who has clicked that link.
Scroll down and you have the option to add these contacts to either an Existing or New Group.
You can then build further within your email marketing on these contacts’ areas of interest.
In the actions above, you are being proactive to use the powerful email reporting tool to enhance your Marketing strategy based on your experience of communicating with your customers. In this way you should be able to increase your leads and sales and help grow your business more!