Question

Topic: E-Marketing

Unique Email Addresses For Tracking Responses.

Posted by Anonymous on 11/3/2004 at 2:04 PM ET 250 Points
I am currently in a B2B environment with very little or no technology support (basically email and a outdated website). Being new to the company I want to make sure the the marketing elements are being tracked. The website update is in the future but we are currently running ads for a new product which is where may question stems from.

As a way of tracking the responses coming from each ad (or source) I have started to create unique email addresses based on each of those ads.

Does anyone know of a better way to track this. Again it is B2B and while the fastest answer would be to ask when the email is recieved, I will not be the direct receipient of these emails, hence it is unlikely that it will happen and even if it does there is no CRM system so my fear is the data will be lost.
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RESPONSES

  • Posted by Peter (henna gaijin) on 11/3/2004 at 2:11 PM Accepted
    Different email addresses would work. This is especially true if it is an e-marketing program, where the email address is something the respondent only needs to click on (not retype).

    You do want to be able to track the info no matter how they contact you. Some other tricks you can use:
    - On the web page you list in the ad/program, use a different 'landing page' for each campaign.
    - use different (non-existent) extension numbers on the phone number. When the person calls, the answerer asks what extension they are calling for (tells you what program they are calling from), and then the answerer says that extension is busy but that they can help them.

  • Posted by Peter (henna gaijin) on 11/3/2004 at 2:13 PM Member
    Oh, in addition, you will need to implement a tracking system. You don't need a CRM system, but just need the people who get the information to mark it down and report it to you. The call answerers need to track where the calls come from, the person who controls the web needs to make the pages and report on hits, the person who receives the emails needs to give you counts, etc.
  • Posted by Pepper Blue on 11/3/2004 at 2:34 PM Accepted
    Hi cccoia,

    Your questions is confusing because you state "ads" but not specifically if these are email marketing ads i.e. an HTML piece of email going out to a group of subscribers.

    Or, are you running an ad in print which they must reply to by using a specific email address?

    Or, it it something else?

    If it is the former above, the easy and inexpensive solution is to develop, send and measure your email marketing through a 3rd party application service provider such as Constant Contact www.constantcontact.com

    This will allow you to log into your account and view all campaign tracking information -opens, who opened, clickthroughs, who clickedthrough, what bounced, why it bounced and more.

    Using specifically designed landing pages as links from your calls to action as Peter described is also highly recommended.

    From there (the landing pages), you can measure and track conversions/behavior by using any one of the numerous Web analytics solutions available inexpensively, moderately, expensive or for free.

    A Google search will find you a list of these.

    Many web hosting companies also provide this as a standard or upgraded package.

    If this isn't clear, let me know, you can access my profile and email by clicking on my name above.



  • Posted by Pepper Blue on 11/4/2004 at 1:22 AM Member
    Hi cccoia,

    Thanks for the clarification.

    Specifically designed landing pages/URLs is the way to go.

    You will also be able to provide more targeted information, you should see a higher response and conversion.

    You can also offer the opportunity to capture their information in a newsletter signup - offer them something of value in return.

    The suggestions above about offering a phone number & extension options are good also.

    I hope that helps.
  • Posted by ReadCopy on 11/4/2004 at 10:57 AM Accepted
    Not sure if there is a right way or wrong way, you can use several response mechanisms and track each of them, I guess ultimately you want to make it as easy as possible for people to contact you!

    Email Addresses - I think you have that sewn up with the comments above.
    URLs - Follow BluePeppers advice for great tracking
    Telephone Calls - contact a couple of telcos about using Number Translation Services to help you track incoming callers.

    Good Luck
  • Posted by SteveByrneMarketing on 11/11/2004 at 2:07 PM Accepted
    Hi cccoia,

    Our firm offers a closed loop tracking email maketing program called Relevant Reach --

    " ... email-marketing program that lets you know which prospects took action after receiving an email message. It automatically and IMMEDIATELY notifies responsible sales staff about your prospect's interest with a warm lead alert."
    https://www.schraff.com/adv/services.php?page_id=28

    please click on my name for contact info

    best of luck,

    - Steve
  • Posted on 11/11/2004 at 5:32 PM Accepted
    how do you know which actual source the lead came from? I would think that tracking that information is vital to the efficiency of your budget and marketing practices as well. Maybe you can code each ad with an alphanumeric code so that when they either call or email you, you will know where they saw your ads.

    I do agree with the above mentions of unique URL/landing pages and telephone numbers. You should create a unique phone number or url for EACH source. sounds a little laborious but it does provide you a means of finding out which source works the best. Coding your pieces so that you get as much info as possible is very important.
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