Let’s face it, sometimes emails end up in the inbox of a recipient that is not interested in your travel product or special at that time. Athough you have a long relationship with this customer, you may be pushing the cheapest bundled package to Honolulu but the recipient may be in the process of doing research for a family trip to see Mickey in a hybrid SUV rental. How does your message account for this?

In my first post on this topic, March 3, 2008, I emphasized spending the time examining your data and understanding what you have before you deploy your first campaign. After completing this step the next phase is using the data and building the foundation to grow your data, keep it updated and offset normal attrition. If you do not have an organic email acquisition strategy in place your data will become fatigued, stale and possibly experience deliverability issues.

Everyday eMarketing professionals rely on standard reporting to measure their campaigns. Short of having team members to aggregate the reports into a presentation or internal CRM tools to automatically generate customize reports, most of us have the task of pulling our daily or weekly campaign stats and incorporating them into master spreadsheet. After awhile it can gets a little bland and while the data is valuable remains relatively basic. But what if you could apply the existing data and transform your basic reports into an enhanced report without much work? Sounds interesting. The payoff is a greater insight into your recipients behavior and feedback for content layout. An example of this is creating a Click Analysis Report utilizes the same data from a click summary report. Incorporating the data visually on a screenshot of the email will enhance your understanding of the effectiveness of the links within the email body and the location within the body of the email.