Reporting

Check what level of reporting the publisher will be able to provide you with. You can always add tags to your links from your own web statistics software e.g. EVisit Analyst, Google Analytics; or your media buyer may have their own tags.

It's important that you keep track of:

• Open rates
• click throughs by link
• Post click analysis - what happened after the click, what did these visitors do when they reached your website. This is the most important information. Getting clicks is great but potentially meaningless if visitors aren't going on to perform a desired action on your website - even if it's just to visit your contact page. It's a good idea to set an objective before the email is broadcast, even if direct applications are not relevant - e.g. hits on a thank you page after an enquiry form is completed, or brochure downloads, or visits to your contact page. All of these conversions can be measured using a good analytics package. You will then be in a position to evaluate your cost per conversion.