Lovell Communications Inc.

Many companies have email newsletters down pat. They know that communicating through email on a regular basis is a cost-effective way to connect with their target audience.

However, few companies take email newsletters to the next level by analyzing the open and click-through rates.

Recently, I was impressed by this email I received from Red Envelope.

Every Thursday the company does a special, one-day sale.

An item that was on sale interested me and I clicked through, but opt-ed not to purchase the item.

The next day I received this email.

Clearly, they had taken the email addresses of the people who had opened the email, cross-referenced it against the accounts that had purchased from the site and sent out an appropriate follow-up.

Brilliant.

Next time your company sends an email blast, look at the analytics with a fresh perspective.

Who clicked on the links? What does this say about them? What are they interested in? How can you better target these people?

The answers may lead to new leads and bigger sales.

What can you company do to better maximize your email newsletter data?