Frisbee and kite, both fly in the air. Frisbee, if deployed skilfully, traverses a predictable path at its best. But once it moves out of hand, the control is lost.
However, for kite, the string lines connecting it give total control. The strings give feedback as the kite soars high in the sky. With enough skills to interpret and use the feedback, kite is far more exciting. It can fly high and stay longer in the sky if controlled well.
What determines an email campaign to be a frisbee or kite?
Here too, it’s the feedback from string lines. What are these string lines and feedback in the case of an email campaign? It is nothing but the data that the email generates on its way to recipients’ inbox—collection of direct, correlated, and deduced data that form “string lines”.
In practice, it is the campaign management system that makes a campaign a kite or frisbee. A good one will start collecting data right from the campaign designing phase and then during its delivery cycle. And finally, while in inbox. Even if there’s no event, that too is vital information as inactivity is as important to note.
How to benefit from it?
Connect this information with business semantics. Use it to plan subsequent, more effective mail runs. Measure its effectiveness as the campaign progresses. As email continues to be the most effective medium especially when the customers receive it from their trusted business, such an analytics tool is vital to get the best out of marketing budgets.
Pounz Email Campaign Management & Analytics
Pounz provides the fastest and most deterministic mail delivery in the market with all the “string lines” and feedback. Its analytics module is one of the most comprehensive tools available that helps to track and measure campaign effectiveness at one place.