| When was the last time you were happy with the results of a marketing campaign?
What did you use to measure the success of that campaign?
Cost Per Lead, Response Rates, and Actual Sales are some of the best measurements to use as a benchmark. All should come from reliable data that produce hard numbers.
The Q2 2004 Opt-In Wireless email data shows stable email performance, with a decrease in bounce rates year over year, steady growth of customer e-Lists, and increased total open rates.
The Opt-In Wireless Q2 Email Trend Report contains aggregate data from Opt-In Wireless’ email delivery technology. The Q2 data is based on thousands of emails rom land mobile dealers all over North America.
What is stable email performance?
More than just one click.
The average person that clicked on an email did so 1.7 times per email. The highest ratio recorded was 19.7 for one subscriber to a dealer’s e-Newsletter. That percentage was based on 155 opens of the 8 emails ever sent to that client.
Does 155 opens seem high? The next highest for the same dealer’s e-Newsletter subscribers was 71, then 50, 47, 47 again, and then 45 total opens. Not just this dealer but every dealer using this email marketing technology can actually see reports in real-time that prove success and true ROI.
Land mobile marketers should consider “unique user clicks” as well as both overall open rates and click rates to develop a customer-focused, rather than click focused mentality when assessing email performance.
The fact that deliverability rates are up is a positive sign for the industry, which has been concerned with the increasing use of email filtering.
The better performing firms are making a significant efforts to improve list hygiene and data collection processes as evidenced in reduced bounced rates.
Other firms in the Land Mobile industry have also done very well with email marketing. If you have not seen them, it is time for you to subscribe to both Nextel and Motorola’s e-Newsletters and e-Promos so you can see what your clients and prospects are seeing. Don’t kid yourself into thinking they aren’t. Nextel’s push for adding new email subscribers through their website added over 35,000 in just one year.
Email Marketing is not just a trend in the Land Mobile Industry, it is here to stay. Manufacturers, dealers, vendors, associations, and trade publications have all
embraced it.
The time and effort needed to build a e-List of your customers is well worth it. Do it right and see a spike in sales while you do it by adding promotions to your telemarketing efforts.
Reduce your advertising costs, retain more of your customers, drive more traffic to your website, and see the results in black and white all with Email Marketing.
To your success,
The Opt-In Wireless Team
To learn more about how Opt-In Wireless can use science, data and facts to develop an actionable marketing strategy and increase sales for your dealership, contact us today:
sales@optinwireless.com
Midwest Office 219.756.6227
West Coast Office 503.372.9029
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