Email campaign – So, you are in the trenches of e-mail marketing and you are developing content, accompanying that content with great imagery, collecting contacts, importing them into the system and sending out your e-mails on schedule. Bravo! Now, how often are you reviewing your reports and digging into the data from your campaigns?
Immediately after your send a campaign little helpers begin to collect data like who opened your email, when they opened it, what links were clicked and what email contacts bounced. Generally speaking a few hours after you send your email a picture begins to develop – one that showcases the success or failure of your campaign.
Generally speaking I like to check my campaign sometime during the day it was sent just to see how things are going, but I don’t pull a full report until 48 hours after the email was sent. Why 48 hours you ask? Well, after years of preparing and scheduling emails I find that 48 hours provides adequate time for your campaign to run it’s course –your contacts open the email, click on the links, forward to a friend and the data is collected.
Google offers a lot of very good tools to maximize your advertising investment and best of all, many are free or very low cost.
One of the most underutilized and most impressive tools is Google’s “remarketing” tool. When used correctly, this application has the potential to help you reduce your pay per click average cost as well as your cost per click.
Have you ever clicked on an ad from a website and after doing so, the same ad you clicked on appears on other websites you visit, such as Facebook, Google, etc.? This action is called remarketing.
As an advertiser, when you use Google ad words you’re essentially bidding for a word or a phrase used on your website to help you gain a higher ranking on a user’s search results page. When you use retargeting or remarketing, the tool embeds a cookie onto each user’s device to preempts the advertisements they see. This means for just pennies on the dollar, your ad can be seen at the top of the list for that user as they travel to multiple sites around the web.
Once installed, the application will assist in promoting your business for up to 90 days at an average cost between $.25 and $.50 per user. To check it out visit google.com
Sales and marketing — two words that work hand-in-hand in any business. No matter how great of a marketing department you have, if your sales department can’t close the deal or know how to process and take advantage of leads, you’re spending good money after bad. In the same token, a really good sales department that can’t get enough leads to keep your team busy is costing you money, time and a lot of aggravation.
Start by assessing all of your marketing and advertising efforts. Break it down by media market like online versus outdoor versus print. Try to track your lead generations to the marketing efforts you’ve done. Figure out how many leads you get from anyone of the media market sources and figure out how much money you’re spending in that market to get those leads. What you’re trying to assess is your lead cost to generate one lead.