Are your email marketing metrics focused on your leads behaviors and interests? Do you know what your leads are doing after they click-through your email? What would be gained if you did have easy access to this information?  How many more sales opportunities could be capitalized on?

As the influence new media has on our society continues to grow, deciphering purchase behavior and properly analyzing the data collected online is essential for future success.  Consider the findings from digital security company Are You a Human 2015 study on bot behavior; Fifty-eight percent of all web traffic in the United States comes from bots and is considered fraudulent.

So what does this mean? While it is true that getting your business “out there” is much easier and cheaper today using technology, utilizing these tools to make an actual sales impact is much more difficult.  If you aren’t currently tracking individual lead interests, you’re missing out on many potential sale opportunities.  Comprehensive lead management is key!

Is Your Email Service Provider Pulling Its Weight?

Let’s walk through a basic example of how you could be better utilizing every component of your marketing efforts while quantifying and learning from the results.  Email service providers typically provide basic statistics including open rate, click-through rate, and bounce rate.  What insight does this data actually provide?  What does this information actually mean to your business?  After clicking from the email, where on your website did the individual visit?  Did they download or purchase anything?  Are these questions you can even answer?  If not, you need a different email marketing solution!

Consider this same email but instead executed with WP Marketing Engine.  Your mailing list is actually a lead database rather than separate distinct “lists.”  That means no duplicates, dynamic sending capabilities, and a new goldmine of tracking for your results.  All your online marketing campaigns would be designed to track lead interests and activities through a single platform, allowing your sales team to learn about specific interests of each lead.  On top of all this, you can integrate triggers that initiate automated nurturing sequences that will connect the right message with the right audience.

Email Marketing Metrics that Go Beyond the Click

What would access to this information do for your sales efforts?  Would you be able to get more out of every single sales call with advanced knowledge of individual lead interests?

The answer is absolutely.  Working with WP Marketing Engine you have all the tools necessary to move your email campaigns “beyond the click.”  Through advanced metrics and insight, you can develop “true” engagement with your audience.  You will develop better content that will resonate with your audience.  Campaigns will be executed more efficiently through analyzing previous success and failures and automating responses when possible.  With the right tools in place, your marketing opportunities are endless.

About Kim Albee

An in-demand marketing consultant, speaker, and educator, Kim is a respected visionary with a great sense of humor who has made her life goal to make marketing easier and more accessible for small business owners. When not changing the course of marketing history, you can find her at a tiny cabin next to a Wisconsin lake with people and critters that make her happy.

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