Friday, January 2, 2009

Know What Your E-mail Statistics Are Telling You

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All those who are engaged in online marketing will never fail to use e-mail messaging. Here is why: virtually all those who visit the World Wide Web have at least one e-mail address. It can be personal or corporate account—it does not matter. With this revelation, you definitely know that there are plenty of leads out there. They can give you very high conversion rate, if you can just follow certain e-mail marketing techniques and etiquette.

But like any other marketing method, it needs to be assessed. You need to be able to analyze not only the leads you have but also the reports you have gathered based on your campaign. The result will inform you if you are doing well with it or not. Sad to say, not all reports can be true. Some of them are pretty misleading. If you go on believing them, you are just opening a lot of doors for errors in lead management. You may be working with the wrong types or leads.

Seeing Things in a Different Light

Just so you can clearly read your e-mail reports well, here are the common misconceptions that you need to know:

1. Not all e-mails labeled “delivered” are actually read. If you are fond of using Outlook, for example, you know that you can actually customize your e-mail messages. If you keep the track e-mails on, you will know which of them are sent, read, and delivered. Bounced ones will be delivered directly into your mailbox.

Just because an e-mail is labeled delivered or read does not mean that your campaign is already successful. For one, it could have been delivered but straight to their Junk Mail folder. You are aware of what e-mail users do with them. If they are marked read, it may mean that they only take a quick look at it and nothing more.

2. You have a very misleading forward rate. Referrals are considered to be an online version of the word of mouth. This means that you will have 100 percent success rate of convincing other people to even take a look at your products and services. One of the most common referral methods is Forward. All e-mails do have that, and, interestingly, it can be monitored. However, there is one major issue. Most of those that are counted are those that are being forwarded using an integrated Forward feature in the e-mail. If the reader decides to click on the Forward button immediately, this will not be traced.

3. You can still have a very high unsubscribe rate without you knowing it. Though you may be taught to honor unsubscription request from e-mail users, it does not really spell well for your business. This only means that you have one potential lead that is already wasted. That is why when you have a very low unsubscription percentage it’s something that you will be proud of.

However, it doesn’t really guarantee you anything. You may even lose your leads even without you knowing it. Let’s talk about Gmail, for example. If an e-mail sounds to be spam, all the user has to do is to click on This Is Spam, and the message directly goes to the Junk Mail folder. It’s not only a particular e-mail but all that you’re going to send to them. This will then cut down the time they spend on unsubscribing.

Because of these loopholes, you may want to consider asking for other methods of communication with your sales leads. This could include home and mobile phone number, which are definitely easier to reach than e-mails.

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