Winter 2009 - Measuring your marketing campaigns

OK, so the way most people track leads is by getting your employees to remember to ask where they heard about you right? There are flaws to this. Hand on heart can you say that they all get logged? Does anyone in the company care as much as you about remembering this sort of information. Here are some quick and easy ways to see if your campaigns are working.

 

1. Get your email provider to set up several email alias addresses for you. An alias is not an email account, but an email that gets forwarded to your chosen account. Set them up similar to this:

a. email@joebloggs.com

b. direct@joebloggs.com

c. pr@joebloggs.com

d. ex@joebloggs.com

e. web@joebloggs.com

 

2. Record on an Excel spreadsheet that email@ is always on email campaigns, direct@ is always on direct mail and so on. Do not use those emails anywhere else.

 

3. When an enquiry comes through - let's say on pr@, it means that the lead has come from someone who has read one of your editorial PR pieces in the press.

 

4. You can do the same with phone numbers. There is a website called www.skycomuk.com, where you can get 20 0845 numbers at no cost to yourself. The admin panel allows you to point these numbers to any landline number you want.

 

5. Do the same as the emails and assign an 0845 to a marketing activity, so 0845 1111111 could go to email marketing and 0845 1111112 could go to PR activities. You will be able to see the amount of traffic through each number to see if your campaigns are working.