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1. An Email Campaign Cleans Your List and Increases its Value as a Corporate Asset The initial benefit of analyzing an emailing is to know if your audience exists (% "bounced") and if they have initial interest (% opened) in your product or service.
By using the Bounce Manager tool in Constant Contact, you can see the delivery problems under several different categories as well as export the "fix list" in an Excel supported, CSV format (comma separated values). Fixing problems in bulk fashion is supported by uploading the corrected lists or enter names manually. Due to Constant Contact's Privacy policy, this report is the only place to see the percentage (%) only of "opened" emails and compare a current campaign to your history as well as Constant Contact's client history for perspective. The % of opened emails is the first indication of interest. The next level of interest is determined by the "Click-through %" where a reader has clicked a link to a page containing more detail on the subject matter and resides on a website (most often yours). In this case, you can identify those who clicked through, at the precise time, as well as how many times. Of course, treating this information with an appropriate privacy policy as well as common sense is critical; so that you do not alienate any of your opted-in readers. The insights, as you would imagine, are remarkable.
The Constant Contact Subscriber Manager tool, allows for viewing opt-outs (removed subscribers in Constant Contact parlance), additions, etc. It is very straightforward. For example, the Take 2 newsletter had 113 bounces for the original mailing to some 540 readers. About 1/3 were fixable and now there is a "clean list" of 471 active subscribers. More importantly there were only 3 opt-outs. The bottom line - a list that is an enhanced and significant asset - it just has to treat it that way. 2. Segment Messages Segmenting the list to, any and as many categories, as desired is easy. Having your readers choose the topics in which they are interested or keeping the categories as not viewable for readers is all part of the wizard-like functionality. Messages can be segmented to categories of interest. It can be used as sort of poll. Specialized polling sites like www.zoomerang.com ($599 for a comprehensive package) are also available.
3. See how position and interest affect readership The "% Opened" metric provides valuable information on the overall interest level. The "Click-through" metrics provide information on the depth of your message (assuming content started in the newsletter was then linked to pages on your website). It also provides specific email addresses, time stamps, and frequency for those linking to your site. Again, honor industry standard guidelines on privacy and integrate these into your own policy but the ability to qualify the "list" in terms of interest has just increased exponentially. For example in the Take 2 September Newsletter, there were 21/2 times the interest in the Trade Show article than the one on Madison AdVenue. Was this due to Topic or Position in the newsletter? I am experimenting in this newsletter to find out. Please note that any link in a newsletter is tracked and provides specific identity, frequency and time stamp information. 4. Design is a Snap
Constant Contact uses a template approach to newsletter design. At the same time, it will accommodate custom HTML mailers under their standards. Using the template is easy, linking to graphics is supported, with an impressive selection to boot. Also, minor HTML tweaks are easy for novices or consult with your experts who will find access for customization comprehensive. There are no proofing tools but that is not a problem. Just copy and paste (paste special with unformatted text into Word) and look for the mistakes as indicated by the squiggly red and green lines. Last, and most important -- their customer service people are accessible and a notch or two above the norm from computer-based companies. 4. What gets Counted So what exactly get counted for "opening" in the tracking metrics? Anything that get clicked on or appears in a preview window. Any "click-through" to a link. Obviously, you don't know whether anything was read, just skimmed, or hit by accident. All you know is a lot more than before, subject to interpretation. 5. Pricing For up to 2,500 emails - 25 bucks per month. In-between prices available For up to 50,000 emails - 250 buck per month. Above prices available For less than 50 emails at a shot - Free. Unlimited Administration Tools - No Charge. Excellent and Unlimited Support - No Charge This "too good to be true" scenario begs the question, will this company survive? My due diligence indicates that they will. Their basic costs are supported by many large clients. They claim to be profitable (they are private) and are looking to grab market share by offering these capabilities. Check them out at http://www.roving.com/company/ Their price list is at http://www.roving.com/products/pricing.html 6. Serving Constant Contact does the serving. Out of my total mailing of some 540, the newsletter was only rejected by 1 company who apparently rejected Constant Contact as a "spam". They send out a multiple text/HTML message that detects the client and delivers what can be "read". Bottom line is that you don't have to worry about old browser and AOL readers 7. Affiliate Program As you would imagine, any service with prices as attractive as discussed, would not have an appealing affiliate program. So, as they say, better in the Fireman's pocket than Constant Contact. What I mean is that anyone who signs up through the link below, will deliver Affiliate funds to BrandInc. We, in turn will donate any affiliate money to an appropriate New York Fireman's Charity in your company's name. If you have any suggestions on particular organizations, please let me know. . By
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2002 BrandInc Associates® All logos pictured are properties of their respective companies. BrandInc Associates |
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