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How Can Behavior Tracking Help Increase Email Marketing ROI? |
How do you measure email marketing ROI? By the number of opens, number of clicks or number of hits on your Web site? Real ROI is more than that, and there are a few other metrics that you should track that denote success or the lack of it. Email marketing ROI should be measured by the number of qualified leads or the conversion rate of leads generated to deals sold. How much revenue was generated by that email campaign? In order to get to the point where e-mail marketing generates more than clicks-and generates leads that convert to opportunities and sales-one must differentiate clicks from interest and, further, instill a nurturing process.
Does one click on an email denote interest? Some argue yes, but that's
an old way of thinking. Using behavior tracking along with scoring and
nurturing, email clicks can simply indicate a response to an e-mail, a
curiosity. Behavior tracking coupled with lead scoring can give you
some insight into the potential interest behind an inquiry. You can see
what pages they went to, what they downloaded and how much time they
spent with you. You can also see if they've interacted with your
company before in some way (online or off).
With behavior tracking, email marketing ROI does not become a
matter of opens and clicks but truly an indicator of interest. If that
lead has progressed through important pages of the Web site and
downloaded multiple items, it could represent an interested prospect.
Behavior tracking on leads isn't just a one-time occurrence; the true
measure of ROI for that marketing campaign isn't based on the initial
behavior of the lead, but on interactions over time.
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