The importance of reporting

Reporting has always played a big role in marketing. It helps marketers better understand the audience they are communicating to and help deliver better, more relevant messages. With the coming of the digital age, the marketing landscape has changed for many companies.

With the amount of data and information available at a marketer’s fingertips, one of the greatest advantages of digital communications is the ability to better understand the audience.

Demographics, profiling and behavioural analysis is just a sample of what digital communications can offer. And email is no different. Email continues to be a popular method for companies to communicate to their audience – and why not? A recent report conducted by the Australian Communications and Media Authority showed that 98% of Internet users use email - the single most popular Internet activity amongst all Internet usage.

But to get the most out of your email communications, a better understanding of reporting is required. Email provides a great platform for reporting - in some instances providing better and more accurate statistics than other digital mediums.

By understanding and using reporting better, marketers can evolve from simple email blasts to more targeted and sophisticated messaging such as:

• Life cycle marketing
• Behavioural modelling
• Profile slicing

All these things can help deliver better:

• Return On Investment
• Database Growth
• Lead Generation
• Content Relevance
• List Health
• Delivery Issues

Despite all the benefits, for many campaigns, the life of an email ends the moment the send button is pressed, with reporting often overlooked.

For those that have dabbled with reporting, understanding the true meaning of Open Rates, Click Throughs and Bounces can seem daunting and not make much sense.

However, understanding these metrics can be the key difference between an ordinary campaign and a successful one.

To find out more on how reporting can help increase the effectiveness of your email communications, contact us and book a time with your consultant.