The Life of An Email Campaign
I have always tended to believe that I sent an email out to my
lists, and people either read it or deleted it right away. Those that read it
either acted on my recommendations and clicked through to a link or they did
not. But through a new email management tool, I am learning that an email
campaign has a much longer life than I ever expected.
In the world of print collateral or publishing, we talk about "shelf
life." This term refers to how long a printed piece will have an impact.
For instance, an article in a magazine makes a particularly compelling argument
for a new product or service or methodology for marketing. Readers retain this
article for future reference -- in fact, they may reread it many times. Or they
may even pass it on to their peers. And while they may not act on the
recommendations within the article and make a purchase immediately, they may
actually make a purchase at some future day.
In a recent email campaign I was able to track the number of times the email was
opened, clicked through and forwarded. How valuable this was. I could see the
status of every email right down to the individual contact on my email list.
Amazing. And very insightful. Not just because I had a real-time view of the
activity, but because I was finally able to see that the life of an email
campaign extends much further than the initial blast.
Many people did not open the email upon first receipt. Either because the day of
the week was busy, or they were out of the office, or they simply did not have
the time. The campaign is already one week old, and people are still opening the
email. I can also see that many people tend to save emails and reread them. If
they are very interested in my message, they clickthrough the embedded link and
read the respective web page. And if they are truly interested in my message,
they forward it to their friends for further investigation and discussion.
I've seen evidence of this myself. I may receive an email about a product I
mentioned months ago, or suddenly an affiliate commission pops up for a product
that I have not mentioned in weeks. This is all related to the life of an email
campaign.
A New and Powerful Email Marketing Tool
Now you can manage your email campaigns better than before and
gain insight into their success or failure at a very granular level. Armed with
this new marketing data, you can position your future email marketing campaigns
for higher penetration and conversion. Once you create a FREE trial
account with Constant Contact, you upload your email addresses, and
select the look and feel of your newsletter. It creates both HTML and text
versions without you having to know a thing about HTML programming or
web page design!.
After you setup your newsletters, you enter the
contents of your various articles, ads, and you can pick the fonts, size,
colors, etc. You have a lot of control over the look and feel. You can even
upload and add your own logo to give it a branded look and feel.
After the campaign is sent, you can check the ongoing
results through Constant Contact's real-time statistics. You can see
the quantity of emails sent, opened, bounced, and the click-throughs, and you
can even compare the results of the campaign to others.
To see how easy and powerful Constant Contact really
is, click the text link below to sign up for the FREE 60 day trial.
Constant Contact
