Strong Activity May or May Not Equal Strong Sales
Email opens - clicks - and visits are all great signs that there is someone out there at the end of your email list but really what online marketing is all about is seeing lead generation forms filled and extra online sales made.
That’s where the trail can get a bit harder to follow - but where the real action takes place.
A campaign that looks great at the activity end (open - click) can be attrocious at the hard end of lead and sales generation.
Over the last 6 months we have been spending more time setting up the “handover” tracking that needs to happen between an email and the website analytics tools to create this information and help us track its improvement.
I’ll post some examples soon.