Here at The Whitley Group, an Austin printing company, we are proud to present our newest team member Bob Zent.
Lead generation is an important part of any business development plan. In short, an effective lead generation campaign does two things:
- Reaches your target audience through multiple channels, on time and with a personalized message.
- Generates responses through a clear and compelling call-to-action.
How you track the message delivery and your responses, in other words: logistics, is just as important as the message itself. You should be monitoring all campaign actions and in a central location.
Outlined below are several terms and their definition for various lead generation campaigns and the associated tracking, or logistics information.
Prospect: a target (individual) in your database whom you have had little or no communication with.
CPA (cost per acquisition): the cost of each new customer, based on a sale or registration.
CPM (cost per thousand): the cost for 1,000 impressions, names or clicks (depending on the medium).
Lead: an inquiry (i.e. full name and email address) obtained through any business development activity.
Call-to-action: instructions on how to reply, given to recipients of your outbound campaign.
Landing page: the page specifically used for converting a click (from an email campaign) or visit (from a direct mail campaign) into a lead.
Analytics: a generic term referring to the collection and aggregation of interactions with an interactive solution, such as a mobile application, landing page or micro site.
Pageviews: an analytics term referring to how many pages contain content that was accessed during a particular date range (not necessarily a unique user value).
Visits: an analytics term referring to the number of visits to a particular website.
The next few terms are specific to email campaigns.
Bounce rate: the percentage of emails which were undeliverable for one of several reasons. There are hard bounces (i.e. the user’s email address does not exist) and soft bounces (i.e. their inbox is full).
Open: the amount of emails in your campaign that were opened, typically expressed as a percentage of the total delivered.
Unsubscribe rate: the number, percent and list of individuals who unsubscribed from your email campaign.
Clickthrough rate: the number and percent of clicks (not always unique) in your email campaign.
Conversion rate: the amount of form submits on on your landing page from clicks within the email campaign, typically expressed as a percentage of total clicks.
Hopefully, if you weren’t familiar with these terms prior to today, you are now. Further, you’re a little more knowledgeable about those buzz words you keep hearing with regard to direct marketing and lead generation.