Evaluating your messages

continuously keeping track of the effect your email messages have can help you refine your strategy and make educated changes while you determine future messages.  message evaluation begins by stating measurable objectives. it then continues while you track and measure your results to determine whether your objectives are achieved.measurable goals could include the following: 1.increasing the number of web site visitors by a certain amount 2.increasing the number of orders or purchases by a certain amount 3.receiving feedback and information on a specific issue. 4. increasing event attendance by a certain number. 5. changing opinions or perceptions over a set period of time  6.increasing the size of your contact database by a certain number.  tracking and measuring your message results can be a snap with an email service provider (esp).read more about esps later in this (chapter.)an esp tells you exactly who opens your email and who clicks the links in your email message.figure 1-4 shows a sample of an email click-summary report.not all your email evaluation has to be based on clicks,however.for example, you might ask people to phone you and request more information.then,you can evaluate your message based on how many phone calls you recieve and what people say when they call.other methods of tracking and measurement include: 1. ask people to print your email message to redeem an offer.you can then count the number of customers who return a printed email to your store or office.  2.ask people to mention your message when emailing a reply.you can track how many emails mention the message.3.ask people to fill out an online form you can analyze the data collected from the forms.4.ask people to forward your email to friends and  colleagues.you can track how many new subscribers you receive as a result of the forwarded emails.track activity in the product lines and services mentioned in your message.you can calculate the difference between the average level of activity and the change in activity.

www.email-marketing-power.com