The Profit is in the Follow-up

April 21, 2011 by Beyond Mail
Filed under: Email Marketing 

email marketing follow up

When you send an email newsletter out, do you know how much money that makes you? Do you track clicks, purchases or leads that are delivered to your site from your email?

It is all very well seeing a spike in traffic in your website stats package and see that visits to your site go through the roof for two days, but did they buy or leave their details behind?

Knowing this information is crucial to the success of your email marketing campaigns. Being an email marketing provider in Wiltshire, we work on a personal level with many clients to help them understand how their campaigns are performing. Walking them through the live reporting in our BeyondMail system, taking a look at sales generated from the email and so on. This tell us, and them, how the campaign did and what can be done next time to make it better.

Following up your email campaign is key!

If you send an email and you can see how many people, and even who, clicked on a link – you can see the people that didn’t also. A bit of jiggery-pokery with the data and you can use this information to pick up the phone and speak to people. Yes, I did say “pick up the phone and speak to people” – the old school way!

Don’t just think that because the email campaigns you are sending out drives your sales up and increases the leads you are generating on your site, that is all you need to do. There is profit in the follow-up.

A quick call to everyone that clicked and offer link for instance, will drive up sales. We have seen this with a number of clients. The reason for this is because you have warmed them up with the email, they took action and clicked, read the page you pointed them to and then you get a call in on the same day and mention it again. It is not a cold call. They have taken positive action and you are following up on that.

The flip side is for those that did not click your offer – you could call them and see what else you could help them with, knowing that they were not interested in the offer you sent them.

It is only with the live stats from BeyondMail that makes this possible. If you follow up the day after, because your email system updates overnight, you will get a poorer response than if the follow up was done the same day. Some of our clients send emails around 10am and then the follow up is done later that day.

If you want to know more about how we can help with follow-up’s and understand how we could help so you don’t have to find the time to do all this, visit our Why BeyondMail page and see our additional services.


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