NetCreations, New York, an e-mail list development and management firm, recently introduced TrackBot, a real-time e-mail response tracking system that measures the results of its PostMaster Direct Response opt-in e-mail marketing campaigns. The system provides e-mail marketers with the ability to track responses to their mailings from the click-through all the way through to the sale.
According to Rosalind Resnick, president of NetCreations, about half of her 1,500 clients are using TrackBot, which is free until after March 15 when the service will cost 5 cents per name. The system allows users to track each list separately since TrackBot sets up a separate URL for each of a users list. With separate URLs for each list, marketers can avoid having to go to their MIS departments who, Resnick said, don't always communicate efficiently with the marketers. “A lot of the people [marketers] couldn't even get the MIS people's attention,” she said.