Turn Clicks into Customers
 Most companies undervalue what eNewsletter readership statistics are worth. Detailed readership information isn’t just another page of empty numbers to wade through: It’s a window into your customers’ thoughts. And if you aren’t looking through that window, you’re missing out on potential leads, sales — and untold amounts of revenue.
Most email recipients are busy people who see hundreds of messages each day. If a reader opens your newsletter and reads an article — maybe even returns to it more than once — that behavior is no accident. That reader needs something that your article offered: information, a tip or a product. This is your chance to connect with that reader and turn the clicks into a customer.
Actionable sales data
The analytics reports you get when you send your eNewsletter give you information at many levels. Marc Dube, president and founder of Proven Systems, explains that for an overview of the “big picture” numbers, you’d look at your executive summary; but to find out what readers are really thinking, you want to delve into the marketer’s gold mine: the views and clicks report.
In your views and clicks report, you’ll learn:
- Who read your newsletter
- Which articles each person read
- How many times a reader looked back at an article
From this information, you can determine:
- Which products and services the reader is interested in
- What they want to know more about
- What they want to know less about
- Which clients or prospects are likely to buy
This information is sales data your company can act on — immediately.
The value of a customer
How does this information translate into ROI? Consider the lifetime value of a customer for your business. The formula for determining this value is different for every company, but you’ll want to include such factors as:
- The average revenue of a first-time sale
- The average cost of operations supporting a customer in a year
- The average amount a customer spends with your company in a year
A simple analysis will give you an idea of the return you get for every customer. Dube says, “When you see those numbers, ask yourself: What is the cost to NOT follow up on the leads your eNewsletter generates?”
Repeat value
The key to getting the most out of your eNewsletter analytics is understanding the value of every click. When you understand that each click represents a potential customer, you’ll understand the repeat value that your eNewsletter can create.
Proven Systems professionals can help you discover the potential in the leads your eNewsletter generates. Contact us at (800) 720-5398 or info@provensystems.com.
|
