10. ALERT CUSTOMER SERVICE

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Uploaded by on Dec 29, 2007

Recommendation 10 of 12 for Business Marketers

Alert your Web staff and customer service departments to e-newsletter campaigns well before they launch. Make sure relevant pages remain live for several months after a campaign ends. You need to be able to track the click path, downloading and eventual purchasing activity of visitors referred to your site from online ads (via direct click as well as view through) before you can assess whether a campaign has been successful. Simply counting clicks a few weeks after a campaign runs is a lazy shortcut that will not yield much intelligence or earn you a larger marketing budget.

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