Continuously keeping track of the effect your e-mail messages have can help you refine your strategy and make educated changes while you determine future messages. Message evaluation begins by stating measurable objectives. It then continues while you track and measure your results to determine whether your objectives are achieved.

Measurable goals could include the following:

•  Increasing the number of Web site visitors by a certain amount
•  Increasing the number of orders or purchases by a certain amount
•  Receiving feedback and information on a specific issue
•  Increasing event attendance by a certain number
•  Changing opinions or perceptions over a set period of time
•  Increasing the size of your contact database by a certain number

Tracking and measuring your message results will be a snap if you use our email marketing software. We can tell you exactly who opens your e-mail, who clicks the links in your e-mail message and lots, lots more! Not all your e-mail evaluation has to be based on clicks, however. For example, you might ask people to phone you and request more information. Then, you can evaluate your message based on how many phone calls you receive and what people say when they call.

Other methods of tracking and measurement include:

• Ask people to print your e-mail message to redeem an offer. You can then count the number of customers who return a printed e-mail to your store or office.
•  Ask people to mention your message when e-mailing a reply. You can track how many e-mails mention the message.
•  Ask people to fill out an online form. You can analyze the data collected from the forms.
•  Ask people to forward your e-mail to friends and colleagues. You can track how many new subscribers you receive as a result of the forwarded e-mails.

 Track activity in the product lines and services mentioned in your message. You can calculate the difference between the average level of activity and the change in activity.