The Pentera Blog
Concerned You Might Be Missing a Key Response Metric?
by Sara Hildreth, Associate Vice President, Integrated Marketing
You've been working hard to follow best practices in planned giving marketing. Your planned giving newsletter goes out 3 times a year, Pentera frequently posts fresh donor stories to your Web site, and you send out timely planned giving postcards when a hot topic comes up.
So where are your responses?
Be sure you check out your monthly analytics reports from your planned giving Web site with Pentera. Instead of mailing reply cards, many of your readers are likely following up on articles that spoke to them in your newsletter or an engaging offer in a postcard by visiting your Web site. Analytics reports show you which pages of your Web site are getting the most visits, and you can compare the reports with your newsletter and postcard mailing dates to see how much your traffic increases–even on specific pages–after a mailing.
Tip: Be sure to ask your Pentera account executive about how to drive your newsletter readers directly to the Web site by driving readers to relevant URLs, not just your homepage, in your direct mail (postcards, newsletters, etc.).
To learn more about interpreting Web analytics data or monitoring response rates, please call Pentera at (317) 875-0910 or visit our Web site at www.pentera.com.
