Before you send your email campaign, create a response plan. Plan how to respond when readers “click” on a link in your message. Determine what you will do if you receive incoming calls or direct email replies after the “send.” Be prepared to respond before you send your email.
Be Proactive. Contact the list of “Click-Thrus” ASAP. Your prospect has a short attention span. After a few hours he may forget you; after a few days the likelihood he’ll remember drops dramatically. Improve your results significantly with immediate follow up!
At the same time, “Big Brother” remains as intimidating in 2009 as in 1984! When following up with your Drip audience, make your opening statement something like:
“I’m calling to follow up on an email I/we recently sent you, do you have a moment?”
Do not share that you know the details of their activity on your web site…it’s unproductive, unnecessary and uncomfortable for your prospect.
The “BWise Drip Marketing Click-Thru Detail Report” contains a list of click-thru responses for each Drip Marketing message you send. Access your most recent click-thru reports by clicking on the Completed Tab from the Drip Marketing Message Manager. From there, click the link under the Unique Clicks column, which shows the number of unique contacts that clicked on at least 1 link in your message.
The Drip Marketing Click-Thru Detail Report for that message will display, showing the Contact, Company, Title, Phone Number, Time of Click and Link clicked.
You may elect to call click thrus directly from this report; or, you may Export this data to Excel, and then Import it back into the BWise Web App, in order to manage your calls using the BWise Activity Manager.
Here’s how:
- Click the Export link from the Drip Marketing Click Thru Detail report
- You will be prompted to Open or Save the file. Open it, and if necessary, specify that you wish to open it with Microsoft Excel.
- Once the data is displayed in Excel, click Save As, making sure that the File Type is set to .XLS. Be sure to note the folder you save the file to – you’ll need to know this when you do the Import step below!
- Now, switch over to the BWise Web App.
- From there, click Query, then click Design to open the Design Query window.
- From the Data Match Query Criteria section, click Contact BWise ID Match.
- A pop-up window will open. Click Import and browse to the location of the saved Excel file .
- Click ‘Accept’, then, ‘View Results’. The Query result will display the Contacts that clicked on your message links.
- We recommend now creating a List from this Data Match query result. To do so, Click the +/- List button. From the List pop-up window, click New, and create a new list such as “May 2010 Special Offer Click Thrus“. We recommend also specifying that this is a ‘Shared’ list, so that everyone in your firm can easily access it.
- The newly-created list name will appear in the drop-down. Click ‘Accept’ and the contacts from the Data Match Query result will be added to this new List.
To access this List any time, click the main List tab in BWise. Then, click the drop-down labeled ‘Select List to View’. Click Shared Lists and select the ‘May 2010 Special Offer Click Thrus’. The Contacts that clicked on links in this message will display.
Filed under: Drip (Email) Marketing Tagged: | Data Match
