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Never, in fact, has effective communication, especially on the web, been more important in business than today.

 

 

 

 

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The Fresh Twist Newsletter — April/May 2007 | Issue 24

Demystifying E-Mail Campaign Analytics

By Barbara Zaccone

Clients that are new to e-mail marketing are amazed at the amount of information they have access to after they send there first e-mail campaign. Remember, with traditional direct mail the only information you can get is how many you sent and how many were returned due to an invalid mailing address. Let’s take a look at the valuable marketing intelligence you can obtain after you hit the send button.

Campaign Summary Report: You’ll get a one page snapshot so you’ll learn how many recipients opened your email, clicked a link, unsubscribed or even forwarded your email to a friend.

Over Time Report: This report shows exactly who is checking out your email, how many times they're doing it, and when they did it. You can get an overview for the life of the campaign or drill down to minute-by-minute detail.

Recipient Activity: Easily see who opened, who clicked, whose e-mail address bounced and who unsubscribed.

Link Activity: This report allows you to see what your readers are interested in by looking at their click/link activity. Not only can you see the total number of clicks for every link in your email, you can also find out who clicked that link, when they clicked it and how many times.

Forward to a Friend: If you included a “forward to a friend” link in your campaign, you can easily see which subscribers are forwarding your email and who they're forwarding to. This report can also be a great way to test the viral impact of your emails.

Bounce Activity: This report details what e-mail addresses bounced and for what reason (ie. mailbox full, mail blocked- spam detected, etc.)

One of the frustrations with many marketing activities is that it can be very hard to tell what is working, and what is just costing money. When you add email marketing to your marketing mix, you can see very quickly what is working, and what is not. Who could ask for more?

We’ve Been Thinking Big

Our client Custom Laminations will be attending the Hospitality Design show this month, not only to promote their fabric and wallcovering enhancement services, but to introduce their new ThinkBig digital printing and design services. To get them ready for the big show, BZA designed a brochure, postcard, pocket folder, swatch card, and business card. We planned not only for the show itself but also planned for post show follow-up. Those that stop by the booth will receive a special follow-up packet in the mail following the show. They will receive a Think Big pocket folder complete with samples and a detailed brochure.
bza think big

News

Zaccone to Share Marketing Strategies


Barbara Zaccone will be speaking at the New Jersey Association of Women Business Owners (NJAWBO) Annual Conference to be held May 15-16 at the Trump Plaza in Atlantic City. Zaccone will be conducting a workshop entitled “Search & Analytics Web Strategies to Increase Search Effectiveness”. Attendees will gain insight into how to take their web site to the next level of effectiveness. For more information visit the NJAWBO web site.

 

BZA to Create Instructional Video for Amcor Group USA


BZA has been commissioned by Amcor Group USA, of Carlstadt, NJ, to create an instructional video for Amcor’s NanoMax Series of portable air conditioners. Once complete, the video will be integrated into the Amcor web site allowing NanoMax purchasers to actually see how to install and set up the portable unit. This is the second video project BZA has done for Amcor.