Organization and Tracking
It is easy to see the benefits of planning email campaigns in advance. The marketers from the online retail store can build email campaigns regarding Halloween parties, which are typically planned one month in advance, at the same time they are building email campaigns on spring weddings, which are typically planned six to nine months in advance. Being able to save the campaigns as a whole instead of as individual messages really helps keep the emails organized.
After the messages have been created, they are stored by campaign and can be recalled at any time until the message is deployed. This makes it really easy for marketers to keep track of messages.
Because the emails are grouped by campaign it is also very easy to track the cumulative performance of the campaign. This lets you know how that campaign did as a whole. However, you can also track the response of individual emails. Tracking both the campaign and the individual emails give you a much more accurate view of how contacts responded to your messages, which will help you build even better campaigns in the future.
For more information on goal tracking, read Listrak’s white paper Email Marketing Metrics: Optimizing your Goals, Benchmarks, and Statistics, which outlines the metrics that you should be tracking, including read the read and conversion rates.
