Measured results are an essential part of any marketing program. Discovering the methods in which your clients and consumers are exposed and respond to your product or service can pose a number of obstacles.

With many vehicles, a prospect's interest can be tracked for big picture results. Did radio listeners attend an event? Did our television commercial drive traffic to stores for a sale? These are both great tools, but what if you were able to track not only whether a prospect had interest in that sale, but also what specific products/categories they had interest in, how long they spent reading product information, and whether or not this lead converted to a purchase online or in stores. If this level of analysis is what your reports have been missing, then a strategic e-mail marketing program just might help get you to that next level.

Briggs & Stratton Yard Smarts
One company that is utilizing these strategies is Briggs & Stratton. Their bimonthly Yard Smarts e-newsletter, a companion to the yardsmarts.com web site, contains articles on yard care and projects. Yard Smarts employs an extensive statistics program to monitor general delivery and opening statistics, as well as track a number of variables to aid in content decision-making in future issues. This forward-thinking strategy allows their team to make timely and educated decisions for a seasonal market whose needs and interests can change with the weather.

Starkmedia's suite of customizable metrics applications can benefit your business as well. Additional features include:

• Real-Time Results
  Receive tracking data as it's happening to monitor your campaign throughout the life of your e-mail.
• Customizable Variable Information
  We understand your market is unique. This is why tracked variables are designed around topics of interest that are integral to your individual strategy.
• Front-End Display
  With a user-friendly display of all reports, as well as the option to export data as spreadsheets for your own reports, your results are managed for you.
• No Licensing Fees
  Once our suite of applications is customized to your needs, you own the code which means no reoccurring maintenance or usage fees.

There has never been a better time to embrace e-mail marketing as part of your marketing strategy. Consider retaining an experienced consultancy like Starkmedia, to help you navigate the often confusing Internet "Dos" and "Don'ts" and provide you with the "best practices" tools needed to use e-mail marketing to its fullest potential.

To learn more about Starkmedia's metrics and tracking solutions, call us at 414.226.2710 or contact us.