Traditional email marketing programs rely on very limited reporting to accomplish marketing analytics. One key to a successful integrated email marketing campaign is to continue tracking the responses of individual recipients beyond their actions in the email. In typical email marketing, tracking ends when the prospect leaves the email and a "link click" is recorded.
By utilizing a personalized URL (PURL) campaign in conjunction with email, the actions of individual responders can be tracked beyond the inbox. The additional intelligence that can be gathered from this process include:
• Link clicks on the landing page
• Time spent on the landing page
• Videos watched and time spent watching video
• Files downloaded
• Surveys submitted
• "Seed" content review, and more
Additionally, highly relevant and personalized information based on the segmented persona of the individual recipient can be provided on the PURL landing page that can make a dramatic difference in response rates.
By using a PURL in conjunction with email, marketers can continue reporting and tracking beyond the inbox. The most important feature is that a marketing decision maker can complete this process without the support of corporate or third party IT resources.
The critical factor for both marketing service providers offering cross media and in-house employees executing the same is the ability to avoid inter-departmental struggles in order to quickly and efficiently launch the campaign. To avoid complications with the legal department, reuse materials that have already been improved.
The most important result is that marketers who have responsibility for results, but not necessarily the authority across departments to control their own destiny can launch and have access to sophisticated tracking and analytics under their own area or responsibility (AOR). The case for access to critical data cannot be overstated. If the data collected by a firm resides in IT, the sales or marketing decision maker may not have access to the data on a timely basis.