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Beyond Opens and Clicks
In Forrester’s “Email Metrics Beyond Opens and Clicks” TechStrategy Research report (September 2003), their analysis of permission-based email finds that “marketers should track consumer experience, behavior over time, and attitudes.” Tracking your subscribers’ engagement with your newsletters, along with their experiences with your company over time, is at the heart of IMN’s Informative Marketing™ strategy and is the core principle behind our industry-leading reporting and analysis system.
In the last issue of Informed Marketer, we introduced new reporting features that take you beyond click-throughs and open rates and enable you to better understand your newsletter’s mailing performance. With high-level overviews, trend data, and histograms that show readers’ behavior over time, we showed you how you are now able to continually fine tune your marketing campaign and increase reader engagement.
In this issue, we’re announcing additional new features that extend your tracking capabilities even farther and provide you with new ways to truly understand your readers’ experience. Now with IMN’s reporting and analysis system, you can:
- Discover what keeps your readers interested. With our Content Popularity report, you can now see what are the best read articles – not only for your most recent issue, but collectively for every single issue you have published. You can see what the top ranking articles are, not only by title, but also by topic. You can even find out what kinds of information, over time, have the least amount of appeal to your audiences.
- Find out how valuable your newsletter is to your readers. Have you ever wondered how long your subscribers actually spend on an issue? Now, with our Time Spent reports, you are to see exactly how much time your readers spend with your issues. This gives you a key performance metric that tells you how compelling your newsletter is to your readers and how effective your marketing program is.
- Determine what you want to report on. You can better understand the behaviors of your readers by selecting which issues and mailings you report on. With the new Criteria Editor, you can create reports based on an individual issue, several issues, or every issue you have ever emailed. Combined with metrics that are important to you, such as opens, clicks or total hits, this feature allows you to compare “apples to apples” statistics from one mailing to the next or across your entire program.
IMN Reporting in ActionOur reporting and analysis tools give you continuous, highly informative feedback about your readers’ behavior that you can use to strengthen their interest from one e-mail program to the next. To see how our clients have effectively used our reports, read about Primus, a company that Forrester interviewed for their report. Primus provides knowledge management solutions for call centers and Web self-service and uses their newsletters to track prospects through a sales cycle that averages nine months. Here in our case study, you’ll see how Primus uses our reporting capabilities to monitor how well their message is breaking through and how it is influencing up to 75% of its sales.
[PRINTER FRIENDLY VERSION]
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