Our Guide to Email Marketing Mastery: Analysing your Email Marketing Campaign
For the right people, especially small and medium sized businesses, email marketing should be an integral part of any digital marketing strategy. We created our guide to email marketing mastery to give you a better grasp of the finer details and help you tap into your business’s potential…
Part one of this series helped give you an idea of the sort of thing that you should do before you begin your email marketing efforts, part two focused on building your recipients and part three on physically constructing your email. Now, in our final instalment, we focus on analysing your email marketing campaign…
A great email marketing strategy should constantly be evolving and therefore you need to be analysing every little measure you take. If your open rate has dropped since last time, there are a great deal of factors that need to be considered – the time you sent it out for example, or the tone of your subject heading. Email software leaders can provide some great analytical results, and normally enhanced versions for premium memberships, but this information alone isn’t enough – you need to be evaluating everything and factoring your findings into future campaigns to ensure this evolution is able to blossom.
Average email open rates vary depending on industry. If you are hitting below what you should, you should first consider the strength of your database – are you targeting/segmenting your audience correctly so that the information is reaching the correct people? For example, say you have a company that sells spa breaks and you send out special offers around the Manchester area, yet fail to segment your database based on area, your response will suffer. Is your database up to date and clean? Often databases that you buy or rent are out-of-date so its usually better to follow our tips to build your sign-ups naturally. If you cannot identify any issues in your database, evaluate the content of your email. Is your subject line provoking intrigue and offering value? Is you ‘from’ field clear and personal? Have you optimised your email to bypass spam filters?
If your open rate is good but you have a poor click-through rate, the issue lies with the strength of your content. Make sure you have a clearly defined call to action and your content is clear, succinct and provokes a response. Express Writers list these six tips for creating better content:
- ‘Write a good subject line
- Personalise your emails
- Make your emails clear first and catchy second
- Keep your subject line related to your copy
- Keep it relevant
- Write all of your email copy in the second person.’
If your unsubscribe rate is high, it’s time to take stock of the identity of your emails and consider a re-brand. If you aren’t offering something exciting, new and interesting in every email, your unsubscribe rate is going to rise as customers naturally become disengaged with repetition. Remember your delivery expectations – are meeting these or sending too many/too little emails? You need to keep to delivery expectations or you risk irritating your recipients.
Maintaining a healthy recipient list
A major part of analysis is always ensuring that your database is of the best possible quality. There are a number of measures that you can take to build a healthy database – check our section on building recipients. If you are looking to reinvigorate a stale old database, why not send out an opt-in email for your new, ultra special newsletter?