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In the last issue, we discussed how to double the value of your database – but a large database cannot guarantee a successful campaign. Real-time reports, however, can help you, so how can we make best use of them? Here are some tips: |
- Open rate reports - Analyzing open rates not only provides a view of a campaign’s overall progress, but also prevents you from being perceived as a spammer. Poor response can be due to the fact that some recipients missed the message because they did not open the email. Open rates tell you who opened email and who didn’t. Your report will enable you to decide whether to re-launch the campaign. Armed with results, you will be resending the message only to those who did not open the email the first time round, which means you will not be spamming those who did open the first email.
- Click-through reports - Click-through reports highlight interests among different recipients, helping you to personalize your message accordingly. A demographic breakdown report will help you define preferences for certain customer groups, such as by age. This will be of great assistance to market targeting and positioning.
- Bounce reports - Bounce reports remind you to update your database periodically so as to improve deliverability. A bounce breakdown also gives an insight into the different causes of bounce for your further analysis.
In general, real-time reports provide you with reliable campaign information on which to base ideas on how to adjust marketing strategies.
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Francis Kwok
CEO, Radica Systems Limited |
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