By Daniel Ghinn 
A leading international consumer brand approached us for advice about a regular monthly interactive campaign they were running. The campaign featured an email to a select target of 10,000 consumers, linked to a themed microsite with unique content and a competition. The trouble was, few individuals entered the competition and the overall effectiveness of each month’s campaign was unmeasured.
The problem: no measurement
Despite a regular investment in content, photography, technology and the competition prizes, it was impossible to know what the return on the investment was without insight about how targeted consumers interacted with the campaign.
Technology improves analysis
We started by recommending a new email tool that would provide improved analysis of the email activity, and then we managed the implementation of this tool. Once the next email was despatched we were immediately able to measure precise recipient activity, and identify risks to the brand caused by poor data.
Return on investment through improved effectiveness
Accurate analysis and interpretation of recipient activity, based on our years of experience managing email campaigns, allows us to help clients to continually improve the effectiveness of their email campaigns. Better targeting means lower costs per recipient, whilst increased user interaction means more tangible goals are achieved and return on investment is not only higher but measurable too.
