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What Does It Take To Dominate Leads?

The use of email in sales and marketing has become commonplace. Offering your email list subscribers benefits over the competition will help you succeed in the cluttered world of email marketing. Using proper metrics an analytics in todays market will help you get more out of your email marketing campaigns. Successfull marketers know the impact of email is increasing even though the problems of deliverability with spam filters is on the rise. What isn’t clear to a lot of email marketers is how your campaigns are effecting your bottom line. Measuring and monitoring email campaign return on investment ROI and list analytics and metrics is quickly becoming more than a guessing game with new technology and tools that are becoming available. To keep your email campaigns producing for you is heavily reliant upon your knowing and understanding the metrics involved in successful campaigns and more importantly YOUR campaigns. Split testing and slight modifications can be made quickly when you understand what each email metric is and what it shows you in conversions and your bottom line. Areas that can be tested and monitored include the capture process and design actual email content clickthrough ratios and list size and segmentation.

Whether your campaign purpose is lead generation or increased revenues or both here are five statistics that you should be tracking and testing on in every campaign and capture system you implement:

• Continued Growth Of List
  The number of leads you email to is important. You want to strive for a large quantity of leads but sometimes it may be important to break down your lists into several lists to keep the qaulity of your content more specific. What you want to track here is your list growth which can give you a good indication of how well your lead capture system is converting casual visitors into subscribers. Are you adding more email addresses or a period of time than you lose through unsubscribes and devilvery failures know as bounces? To make sure you are keeping subscribers you want to be offering something of qaulity on an individuals level this can bring you to finding the importance of segmenting your lists. If your are experiencing slow list growth you may want to examine your signup opportunities. Are you collecting emails at the right time or in the right place on your website? Make sure you have an email capture method on every page of your site to make it easier to subscriber to you list. Also make sure to test the offers and “give to get” strategy you use to obtain emails to get the maximum conversion rate of visitors to subscribers.

• Keep track of Unsubscribers. Track the number of email addresses who request to be unscriscribed or removed from your list. The unsubscribe rate of your list may be directly due to the interest of your email content. Another area to be sensitive to here is monitoring the frequency in which you send out emails. If subscribers are annoyed because you email to often you might reduce the unsubscribe rate by decreasing your email frequency.
• Keep Email Failure Rate Low! The number of email addresses not delivered to due to a delivery failure or bounce from your email server server needs to be minimized. Every email marketer will have to deal with this at some point due to invalid email addresses and mispellings in the email address itself. Monitoring this number and removing the addresses that are not being delivered to is critical to both to making sure you are not spamming in the email servers eyes.

• Increase the Number of Opens. Make sure your recipients are actually opening your emails. High open rates are a show of interest by subscribers that they are interested in what you are sending them. If open rates are declining but the people who do open tend to clickthrough on your email links then this may be directly associated with the subject of your email. Test different subject lines to find out your style or what types of opening lines are most efective to your target market make them interesting and attention grabbing. Shorter subject lines have shown nearly a 30 increase when under 35 characters long. One other note here is to make sure that your emails are not going into spam filters hence not being opened. One trick you can do here is open several different free email accounts on different systems like gmail msn yahoo email.com etc. and test your emails to ensure they are getting through Also try the different email programs for deliverability ie thunderbird or outlook.
• Click Through Rate. Track the total number of clicks through to the links you post in your emails. The more people that click the links in your emails determines your clickthrough rate and is a good indicator of interest in your content and how well your email messages are preforming. Base this clicktoopen rate on the total number of clicked links in relation to the number of emails opened. Low clicktoopen rates often indicate changes in your content should be made and tested. You may also want to make sure that the capture system directly represents the content in your emails. People who subscribe expect for you to give them what they sign up for!

It is easy to overlook these metrics however it is worth it to track your campaign and email list for better converion sales and return on investment! There are many services that take this to another level and automate much of the proccess for you like http://leaDomination.com that are available in todays market. Dominate your leads and get the most from your campaigns!

About the writer:  Levi Brown is an Internet marketing expert. Find out more about him at H3BGRoup Fort Collins Web Design

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