Meaningful
Reports
You have worked with your
campaign manager in developing what you both believe was
a great promotional newsletter. It was emailed yesterday
morning to all 827 of your current eClub members (at 2 cents
per email it only cost you $16.54). Already 15 of your members,
most of which you haven’t seen in several months,
have come into your business to take advantage of the special
offer within your newsletter. This is looking pretty good.
Now What!?
With traditional advertising
it’s mainly let’s hope more people will show
up and then one of these days the “valu-pak”
lady will stop by and I’ll write her another $900.00
check to possibly bring in more half price coupon wavers!
This just continues to breed a customer’s mentality
that I won’t come back until I get another one of
those buy 1 get 1 free coupons. Kind of like my personal
rule that I will never ever by a 2-liter bottle of soda
in a supermarket if the price is more than 99 cents even
though I’ll fork out $1.29 in 2 seconds for the same
1-liter bottle at my local convenience store.
With our eClub program “Now
What” means that you have the ability to almost immediately
evaluate how successful this campaign was or is, possibly
tweak it a little or change it completely and send it out
again faster than you can say valu-pak ripped me off.
Every business has a different level of interest and expertise
in managing their business using reports. In a larger organization
they can always assign this duty to the white shirted, pocket
protected, dark framed glasses, bean counter who is great
at analyzing every last detail. On the flip side maybe you
are a one man show, free spirited, Allen Iverson look-alike
who doesn’t have much interest at all in looking at
graphs, pie charts, and other statistical data. Somehow
though, I believe you are probably a combination of the
two and depending upon your level of interest your campaign
manager who is an expert in analyzing reports (and threw
away his pocket protector years ago) will discuss with you
in plain terms his findings and feelings following each
individual campaign.
We have developed an online reporting system for you that
is unmatched in the world of advertising. From past experience
we have found that 80% of eClub newsletters we have sent
out are actually opened by the member within 48 hours. That
is very powerful – 80% of your good customer base
will view your message in less than two days. That means
that you can start to analyze the whole situation with solid
data almost right away. Going further our detailed reporting
on your client interface, which you access with a user name
and password, gives you the ability to click on every hyperlink
within your newsletter and you will instantly see how many,
what percentage, and exactly who clicked on that link to
read more of your message than just the home page.
Wouldn’t it be interesting to know that 21% of your
eClub members clicked on the link to read the recipe for
your Aunt Sally’s homemade apple pie? Maybe then you
could come up with the brilliant idea to have your chef
duplicate this recipe, add it to your menu and a week from
Thursday invite your eClub members to try a slice for just
$1.00 with the coupon in the next newsletter. Now that’s
powerful reporting which will lead to more repeat business,
more loyal customers, and more $$ in your cash register.
Both Aunt Sally and AI would be proud.
