Too many people separate interactive marketing from traditional advertising. When in actuality the two should learn from each other. Email is a prime example. The Analysis and Reporting part of our Email Marketing service provides vital customer information.
Our analysis starts by first sending out small test emails to get an indication of what subject line has the best interaction. From that effort we pick the best subject line and send the email to the rest of the list.
Within the email itself we list two to four informational elements. These elements consist of a heading, an image and a link to read more. This does several things. It gives the reader the ability to quickly scan the email and select a heading they have particular interest in. It also provides our clients with an idea of what piece of information is the most important because we track the number of clicks on each element. Having a couple of short informational elements makes the email more pleasant to read by breaking up the text. We'll read a newspaper for hours but we won't read more than two sentences in an email. You have to capture their attention and then take them to a web page where you can present more information and call-to-action messages.
The last thing an email with multiple information elements provides is feedback to the traditional advertising agency. You can't click on a TV (yet) so it's impossible for them to understand if the ad is compelling or not. We take the measurable input we get from interactive marketing and provide the results to the traditional advertising agency to increase the ads effectiveness.
It's a beautiful thing when you have a traditional advertising agency that's interested in measurable feedback vs. creative intuition. As always, we would love to help if we can. Just give us a call or visit our web site at www.ontargetinteractive.com.
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