Yang Fu Hai: How to monitor the marketing effect of email marketing

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Yesterday I have written a "how to carry out e-mail marketing and promotion," the article, at least I personally feel already very detailed, because I am a novice, writing method is far inferior to the predecessors, but I think it should be able to read. Yesterday talked about how to carry out e-mail marketing, today talk about how to monitor the marketing effect of electronic marketing.

I think, not just email marketing, all other marketing methods should have its measurement of marketing effectiveness, so that we can remove some ineffective, loss of marketing activities, can be our profit maximization. But the method of measuring email marketing is not quite the same as other marketing, and it needs some skill to be done. So I finished writing "How to do email marketing and promotion" Yesterday, I think should write this article again.

First, let's look at the mail delivery rate.

The total number of mail deliveries is the total number of messages sent, minus the number of refund messages received by our own messages. The total number of mail deliveries is divided by the amount of mail delivery that we send. The rate of mail delivery reflects the proportion of emails we send to our destination users. But whether to enter the user's trash bin, whether the user read the email we sent is unknown.

Let's look at the message reading rate next.

The rate of mail reading, the rate of email reading is the ratio of the number of users who have opened this email to the email we sent. But how do we know if the user has opened the email? As we all know, email is now supporting HTML, so we can cut into a small picture in the mail, as long as we monitor the number of visits to this small picture, we can draw the message reading rate. Of course, there may be a user to open the email many times, but because of this situation is less, we can ignore. But the situation is out again, does the user really read our email? Maybe the user opened it for a second and turned it off again, which is no different than the user's reading. But so far, I really do not know how to monitor the length of user reading time. If you have experience in this field, I hope to advise you.

Know the message delivery rate, reading rate, this is not enough, more important is the link in the mail click-through, or the message is a unique link to the site access rate.

We each send an email, we are more or less in the Mail add our URL link, only in this way to guide users through the link to our website. However, adding links is also a skill, the actual method is in each link should be added to our email number ID, only then we know the link is which (or the day) sent the email should come over the user. For example, the email we send today can be written in the following format: http://www.xxxx.com/email.php?gotoProductId=1&mailDate=20100620, The value behind Gotoproductid is the page with the product number 1 that we are going to boot to, followed by the value of the maildate equivalent to today's date. Then through the program email.php to accept the value of Gotpproductid and maildate, we will know which day sent the email. If you want more accurate knowledge of where each email user is coming from, for example, I would like to know whether the user is from the top of the message links to more or the middle of the message link or the bottom of the link, so we can give the link address and add a parameter such as: The top of the link written: http:// Www.xxxx.com/email.php?gotoProductId=1&mailDate=20100620&position=top, the middle part of the link we wrote http://www.xxxx.com/ Email.php?gotoproductid=1&maildate=20100620&position=center, the bottom of the link we wrote http://www.xxxx.com/email.php? Gotoproductid=1&maildate=20100620&position=botton. With these parameters in the future, we will know which email users from which links to more.

With the above mail delivery rate, reading rate, click-through. We can know what kind of mail users like to read? Where do you like to click the link? Is it upper? Middle or bottom? What kind of content is the link easier to guide users? If you know all this, I think email promotion is no longer a difficult task for you.

Finally, I hope everyone email marketing happy.

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