ROI and conversion tracking
dotMailer launches ROI and conversion tracking tools for email marketing
Released June 2007, London: dotMailer has added a new, easy-to-use Conversion Tracking Suite to its industry-leading email marketing system to allow marketers to measure the Return on Investment (ROI) for email campaigns.
Marketers can now benefit from instant desktop access to real-time campaign data - including conversion rates and total revenue created - without the need for complicated tracking systems or costly web analytics packages.
The Conversion Tracking Suite is designed to overcome the complexity traditionally associated with measuring ROI for email campaigns, by providing ease of deployment together with user-friendly reporting formats.
It is also extremely flexible, allowing users to track customer behaviour and measure conversion rates across multiple fields, including views of key pages, sign ups, and downloads, in addition to sales revenues generated.
E-commerce companies can monitor the contents of online shopping baskets to determine the number of products sold, their net worth, discount values, delivery costs even the VAT amount of each sale.
In addition they can calculate the value of sales lost through abandoned shopping baskets to provide a true picture of the performance of email campaigns.
Tink Taylor, dotMailer's Business Development Director and a member of the Direct Marketing Association's Email Marketing Council, commented:
"Until now marketers have been unable to use the results of their email campaigns for strategic decision-making because of the perceived difficulty involved with calculating ROI.
We have responded with an easy-to-use set of tools, available on your desktop, that will allow them to measure success against campaign objectives, including revenue generation."
The tracking tools are easy to use and the set up process - which involves adding simple tracking code to the relevant web site pages - can be completed within minutes.
The tracking code recognises requests generated by the email campaign and feeds the data into the dotMailer reporting suite.
Comprehensive real-time reporting allows users to track conversions, sales and revenue generated and to compare email campaigns by sales generated.
"The beauty of our system is that marketers can get direct access to the campaign data they need to measure success.
There is no limit on the number of fields available to track customer behaviour, so users can gain a comprehensive picture of the customer journey prompted by each email campaign.
Marketers can virtually measure anything they want, allowing them to fine-tune campaign performance and improve success rates,"concludes Tink Taylor.