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Comm100是全球领先的客户沟通软件供应商,总部位于加拿大温哥华。2010年,Comm100正式进驻中国。我们的产品包括:邮件营销解决方案,客户服务解决方案,客户智能解决方案。目前公司在全球已有19万的注册企业用户,包括英特尔、大众、网易印象派、比亚迪、 CCTV电视购物和窝窝团等。2011年,Comm100荣获年度中国行业电子商务“最佳应用软件奖”。 为帮助淘宝天猫商家在日益激烈的竞争环境中保持并增加优势,Comm100为其量身打造了淘宝天猫邮件营销方案。目前,我们的淘宝天猫客户有七格格、优之良品等。

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Managing Metrics on an Autoresponder List  

2012-09-05 17:49:14|  分类: 邮件营销电子书 |  标签: |举报 |字号 订阅

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本篇文章是《邮件营销电子书》系列文章之一。《邮件营销电子书》由Comm100出品,为了方便您阅读,在接下来的日子里,我们会将其翻译成中文。
  

If your email campaign is based around an autoresponder campaign, there are a few special notes that you'll want to keep in mind regarding email metrics and how they will perform for autoresponders versus for timed, lower volume email campaigns. In this section, we'll point out some areas to watch for when monitoring metrics to determine the success of your autoresponder campaign

Metrics Will be Lower

Autoresponder

The first thing that you'll want to be aware of is that metrics for an autoresponder email campaign will usually be lower than they will be for a traditionally structured email campaign. This is because, unlike traditional campaigns, most auto responder email campaigns will need to provide a more generic level of information instead of time-sensitive or list-segment specific offers and information that can improve overall email performance.

Some very specific types of autoresponder campaigns, specifically those that are contextualized as an email course and that have a shorter duration, can have higher performance metrics. However, if your open rate for your general email campaign is forty percent, you should not expect to generate the same email open rate from an autoresponder campaign.

You can still drive your performance metrics higher with autoresponders by following the advice in this ebook. However, you will still see better results from a customized campaign than you will from a generalized autoresponder campaign. Though, of course, you'll need to put more effort into designing those campaigns.

Watch Metrics More Carefully

Performance metrics associated with autoresponder campaigns can go unnoticed for long periods of time and ultimately negatively impact your overall sender reputation and ability to successfully deliver email to your subscribers. Because an autoresponder campaign is designed to run with limited effort from you, it's not uncommon for it to be a month (or several) between evaluations of the metrics of an autoresponder campaign. By that time, you may have experienced high unsubscribe rates, spam request, or low open rates that have given you a low sender reputation score that will stay with in the future.

It's recommended that you check in on your email metrics weekly, even for autoresponder campaigns. Even if you're not checking in on the autoresponders in a formalized way, at least check in informally and scan the report provided by your email marketing service provider. If you notice a downtrend in user activity or Key Performance Indicators, you can fix or pause the autoresponder campaign temporarily before any real damage is done to your ability to send email.

View Metrics to Individual Emails Instead of the Campaign as a Whole

Finally, when dealing with an autoresponder campaign, be sure to look at your performance metrics on an email-by-email basis rather than as a compiled number for the entire campaign. You may find that you only have one or two emails in your autoresponder list that have poor metrics and that are, as a result, impacting the overall metrics of your campaign negatively. If that's the case, then you can quickly fix the metric performance of your email campaign by altering, fixing, changing, or entirely removing those emails from your sequence. In the case of email marketing, it only takes one bad or unpopular email that's being repeatedly sent to negatively impact your entire email marketing strategy. Particularly if that email is resulting in a spike in unsubscribe requests, opt-outs, or email spam complaints, it's important to identify it as an individual point of failure and fix it. The rest of your campaign may be performing at or above expectations. Don't let the proverbial one bad apple ruin the bunch!

Put the Time and Effort In To Test

Because the purpose of autoresponder email campaigns is to reduce the amount of work required to get a positive return on investment from an email marketing program, managers of autoresponder campaigns often overlook many of the developmental parts of designing an autoresponder campaign. It's frequent that the "First Draft" of an autoresponder campaign is still the copy of an autoresponder campaign that's being used a year later. Even if your first pass at an autoresponder campaign yields good results, that doesn't mean that it can't be better. Take the time to test offers, subject lines, content, send dates and time, and other factors with your autoresponder campaign during the first six months. The data that you collect will help you to hone and perfect your autoresponder program so that it goes from good to great. Just because a process is designed to reduce the amount of work that you put into it over the long term, that doesn't mean that you shouldn't put time and effort into it at launch and for the time immediately following in order to make sure that it's optimized for the best possible results.

While autoresponder campaigns are a form of email marketing, they don't always perform or behave in the same ways that traditional email marketing campaigns do. Make sure that you're aware of the special care you'll want to pay to metrics and metrics improvements during the early phases of your autoresponder campaign, and be sure to continue to check in on email metrics with your autoresponder campaign regularly in order to avoid any unexpected email sending problems or reduced returns on your effort.

No matter what email marketing strategy you are taking, the first step to ensure a successful email campaign is to choose a reliable email sending partner. Comm100, who provides this comprehensive email marketing ebook, offers you powerful Email Marketing Software, which is both a great long-term and short-term solution to improving your email marketing program to a new level.

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