When your products offer you great scope for up selling, maximising the traffic capturing potential of your email marketing campaign is fundamentally important. Satellite navigation software company ALK needed to find accurate email reporting solutions with extensive tools that would help them get the most out of their database.

ALK offers mobile satellite navigation software to a large international audience via partnerships with T-Mobile and O2. Besides having a massive UK audience, their global reach covers Spain, France, Germany, the USA, the Middle East and Australia. ALK relies on its quarterly email marketing activities to drive large amounts of traffic to its website - so accurate email campaign analytics are essential.

'Since our newsletters are an important source of sales, finding an accurate, cost-effective method of measuring response was essential', says European Webmaster for ALK, Christian Oliff. 'We found our USA-based email reporting solutions weren't that easy to use and didn't have the features we required to keep tabs on the newsletters' performance.'

Total email reporting solutions

ALK needed all-encompassing email reporting solutions that would give them an accurate picture of what their customers were reacting well to. They switched to PureResponse, to take advantage of the superior campaign analytics functionality, and began using the 'Advanced Stats on Campaign Details' add-on. This enabled them to map the areas on their mail-outs that recipients were clicking the most.

'The advanced email reporting solutions functionality gave us an extremely in-depth view of our customers' behaviour. It's the killer feature - you can almost see where people's eyes are traveling across the page,' says Christian. 'You can log into the control panel and see which are the most popular links and tailor newsletters around the most popular areas.'

Driving traffic and sign-ups

Access to these useful statistics via email reporting solutions enabled ALK to identify the areas that were maximising response and track the links that were driving the most traffic.

In particular they noticed that software upgrade offers were attracting the most clicks: 'We now always include a 10 or 20% off upgrade offer in our mail shots', says Christian. Since making that decision ALK has seen a gradual increase in the numbers visiting its site.

The offers not only drive traffic to the site but encourage database sign-ups and repeat visits too, since they are only available to people on the mailing list. As a result of using email-reporting solutions ALK's email database has doubled in size in the last 18 months.

More power and control

'Email reporting solutions have given us power and control over every element of delivering and analysing the success of a email campaign,' says Christian. 'We've really become aware of how important email marketing is in up-selling to our existing customers and we've stepped up our efforts in getting new customers to register their products.

'To date we've only sent email campaigns to our UK customers, but with our business ever-growing in Europe regions we plan to begin sending localised language versions in French and German to our customers there too, using Pure's language module. We're encouraging the US office to sign up to Pure's email reporting solutions too.'

ALK is using the following modules and options of PureResponse:

• Advanced eMarketing Toolset
• List Building Interface
• Masking

For more information on ALK visit:
alk.eu.com