Judging Email Marketing Campaign Success based on Analytics
There are many reasons for implementing an email marketing program that are additional to getting a direct sale. These include branding, reminders, product education and just plain staying in touch with your customers. In some ways, the last item is one of the more important, keeping in mind the proverbial seven touches needed for a sale. It is possible to use analytics to track who is opening emails, clicking on links and to use the information as a guide as to who is a pre-qualified lead for sales follow-up.