false 19662 econsultancy_xml <p>There's some more aspects. Is this conversion for the campaign or conversion of new customers.</p> <p>I'd have segmented the campaign into 2 parts - for aquisition and retention.</p> <p>You need to calculate how many emails were RECEIVED [not hard bounced]. This figure is your BASE!</p> <p>Next make sure all clicks can be tracked in text and rtf and potentially using any other analytical tool [like Google Analytics] to see who's clicked through.</p> <p>I'd perform a check at conversion 1,2 and then 4 weeks [or the end of the quarter]. This ought to give an insight into the buying cycle of your market. Most sales happen 1-2 weeks after. I've seen buying processes take up to 1 month.</p> <p>As stated above, you need to see different elements within the email. So, all clicks might be minus those to your homepage or privacy policy etc etc.</p> <p>Per product you can gauge the clicks and reaction to different calls to action [buy now or more information].</p> <p>For an overall view, I'd divide calls to action to convert via products/services to clicks and publicity -decision making. The latter are of little interest now, but later can provide scope to aim different campaigns later. The others are referrals - these need to be seperated. What you're really hoping to do is get traction from your database and to build this. </p> <p>Bottom line CPA will be lower to calculate and obviously revenue generated. </p> <p>Your real task is to send targetted emails based on past behaviour or stated preference. Then you can gauge more realistically what you hope to achieve!</p> <p> </p> <p> </p> <p> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>There's some more aspects. Is this conversion for the campaign or conversion of new customers.</Paragraph> <Paragraph>I'd have segmented the campaign into 2 parts - for aquisition and retention.</Paragraph> <Paragraph>You need to calculate how many emails were RECEIVED [not hard bounced]. This figure is your BASE!</Paragraph> <Paragraph>Next make sure all clicks can be tracked in text and rtf and potentially using any other analytical tool [like Google Analytics] to see who's clicked through.</Paragraph> <Paragraph>I'd perform a check at conversion 1,2 and then 4 weeks [or the end of the quarter]. This ought to give an insight into the buying cycle of your market. Most sales happen 1-2 weeks after. I've seen buying processes take up to 1 month.</Paragraph> <Paragraph>As stated above, you need to see different elements within the email. So, all clicks might be minus those to your homepage or privacy policy etc etc.</Paragraph> <Paragraph>Per product you can gauge the clicks and reaction to different calls to action [buy now or more information].</Paragraph> <Paragraph>For an overall view, I'd divide calls to action to convert via products/services to clicks and publicity -decision making. The latter are of little interest now, but later can provide scope to aim different campaigns later. The others are referrals - these need to be seperated. What you're really hoping to do is get traction from your database and to build this. </Paragraph> <Paragraph>Bottom line CPA will be lower to calculate and obviously revenue generated. </Paragraph> <Paragraph>Your real task is to send targetted emails based on past behaviour or stated preference. Then you can gauge more realistically what you hope to achieve!</Paragraph> <Paragraph> </Paragraph> <Paragraph> </Paragraph> <Paragraph> </Paragraph> </FormattedContent> 2008-10-23T08:29:54+01:00 true 3030 10241 112289 2008-10-23T08:29:54+01:00