Ryan Allis

Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In 2005, Ryan was named by BusinessWeek as one of the "Top 25 Entrepreneurs Under 25." Ryan is also the author book Zero to One Million: How I Built a Company To $1 Million in Sales and How You Can Too, published by McGraw-Hill. As an email marketing expert, Ryan will provide guidance in his blog posts on how to enhance and improve your online marketing campaigns.

Let’s imagine for a moment that you have gone through all the necessary steps to create and develop a successful email marketing campaign. You have spent many hours putting together a great looking, well-designed newsletter, and have obtained numerous email addresses from your customers through your web site’s Sign-up form. You have even created an online archive for your newsletters so new subscribers can see what your past issues looked like. Your emails were sent out on their scheduled date, and none of the emails bounced back to you.

However, now that your messages have been sent, you may feel like you are no longer in control of your campaign as you may have several important questions about how well your message performed. Did your subscribers actually read your message, or did they simply open it and delete it? Did they click on any links within the email? Was your message forwarded by one of your current subscribers to someone new?

A critical component of your marketing efforts is measuring and comparing the results of every campaign. Time is money and if your email marketing campaign is not working you must have the ability to act quickly to identify the problems and take the best action to improve your efforts. By using advanced message tracking techniques, you can take the guesswork out of online marketing.

Several email marketing services provide you with tracking analytics for your email newsletters. When evaluating the analytics of a email marketing software provider, be sure they can track the number of bounces, opens, clicks and the number of s ubscribers who forwarded your message to a friend. iContact’s detailed analytics allow you to quickly assess what is – and is not – working with your email marketing campaigns.

Obtaining instant tracking results means that you can act quickly to modify those messages that are less effective, saving your company time and money while maximizing Return On Investment. Thank you for reading, and I’ll be back at the end of the week with more email marketing tips.


Ryan Allis

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