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Hints & Tips
How long should you wait?
Difficult question, which really depends on the type of contacts you are reaching out to, the quality of the list and the type of email sent.
From personal experience I have had responses/interactions from marketing pieces that have come through over a month after the original send took place. However, general statistics show that the majority of your interactions will take place within 2-3 days from the day you send your mailshot.
Ideally I would recommend leaving your statistics to establish for around 1 week; at this point you can begin to use your reports to build an accurate picture to how successful your campaign has been. You will want to collate and compare your click through statistics to establish which links seemed most popular, which in turn will enable you to streamline the structure of your emails for future sending.
The other important thing to consider is ways to utilise your click through data to benefit your business. Smaller, targeted follow up campaigns are key to giving your customers the relevant information they require, this can easily be done using the filtering system within e-shot.
Andy Gillman
Sales & Marketing
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