Prospecting Email Marketing Data for Hot Leads
- how to export leads
- how to use the hot prospect report
- how to drill down into a contact to see all activity over time
Email marketing is a great process for prospecting and driving sales if you know where to look and how to mine your data. Here are three ways OM3 can be used to find the best leads.
#1. Exporting Data
When a subscriber opens your email and clicks a link, the information is recorded in the campaign reporting module as a Unique Open and Unique User Click Through.
Clicking any of the blue hyperlinked reports will drill down one level and display email addresses with bits and pieces of your contact list.
In the example below, the Unique Opens hyperlink has been clicked, but the same process will work for Emails Sent, Estimated Forwards, Forwards to a Friend, Social Network Views, Non-Openers, Unique User Click Through, etc.
The Display button allows you to select or deselect data fields from your contact list and include or exclude in your final report. Pick and choose which data field to preview but don’t forget to submit your selection!
Once you have a subset of data, you may decide to further analyze or share with sales associates. What you see is what you get, so displaying the proper data fields will provide you with the results you want and need. Export the data to receive a .csv file that opens as a spreadsheet.
#2. Following Hot Prospects
When a subscriber opens your email multiple times and clicks a bunch of links, you’ve got a hot prospect and the More Reports drop down displays a hyperlink for the Hot Prospects report.
The OM3 reporting module includes a great tool that provides you with sliding values, depending on what information you are tasked to gather. For example, you may be interested in contacting subscribers who have opened your email 3 times and clicked 2 links.
Follow the instructions outlined above to customize your display and export.
#3. Subscriber Activity
You may wonder what a subscriber has been sent, opened and interacted with over time. The reporting module includes Contact Activity and the information is displayed on an individual basis.
Searching for a particular subscriber will detail engagement by benchmark and selecting the right time range will gather the most relevant data. Click Apply to display your results.
Month after month of nuture campaigns can serve up a wealth of information:
Your email campaign goals may be any combination of brand awareness, customer service, general information, promotion, conversion and more. You may be tasked to follow up on leads, determine whether your subject lines engage subscribers to open or if your content is interesting enough to further entice readers to click-thru for more information. The information is right at your fingertip, so don’t neglect the data collected in your account’s reporting module.