Measuring The Success Of Your Email Marketing Campaign
At Email Marketing Power, we want your campaigns to succeed. After all, a successful campaign for you is a successful campaign for us. That is why we provide you with a report to gauge the success of your campaign.
With our report, you will know how many people viewed your email message, clicked through from your email message to your website or landing page, and opted out of receiving your future campaigns. You will also see how many of the email address were delivered, how many timed out, and how many were blocked. All of these statistics are integral in measuring your campaign, although, they are certainly not be all end all for success. (E.g. you can have a very small amount of click-throughs and still generate a high ROI because the people who clicked-through bought your product or service. Alternatively, you can have a high number of click-throughs and generate a lower ROI).
But how do you improve the statistics? This is a question that offers up a lot of variability. Simply put, you have to experiment with different facets of your campaign.
Some of our clients have built up great lists over time and as a result have had a lot of success using our software. Some of our clients have used rented email lists and had great success as well. A lot of variables go in to improving the amount of click-throughs you receive. Below are some questions and helpful hints to measure and improve the success of your campaign.
Improve The Success Of Your Marketing Campaign
Links:
- Where are your links? Do you have a text and picture links to your website or landing page at the top and bottom of your message? If you have graphics in your message, your company logo or banner should contain a link. However, don’t flood your email with text links. Too many text links are annoying.
- Look at the wording of your links. If you briefly explain where the link will take the recipient, such as read more about this here (where “here” is the link), this is better than linking from an entire sentence.
- Do you have multiple products? Do they each contain separate links?
- Is your information intriguing? Entice recipients to learn more. You may want to provide a question in your message, and then link to the answer. “About to do this? Read this first” or “How our product is helping these people.”
Subject Lines:
- Is your subject line clear and concise? Avoid using all caps or spam-catching keywords. Try making it shorter or longer. You can also try using the name of your business or the name of your product.
Campaign Date and Time:
- What days of the week does your target demographic work? Do they use a computer at work, or are they most likely to check email at home on the weekends?
- What time of day did you send out your campaign? Is that the best time to reach your target demographic? If your target demographic works a typical 9 to 5 office shift, you may want to target them in the morning when they first check their email.
Traffic And Signups:
- Check your website traffic after your email campaign is finished (Our MailSurge software has an option to add on Google Analytics. Simply check the “Add Google Analytics” box when creating a campaign). Did the campaign generate more traffic to your website? Are people ordering your product or service? Keep in mind who you sent your message to (your target demographic—maybe you sent your message to multiple industries), when you sent it, and what message you used. Basically, just look at the statistics we provide for each campaign to see what worked best!
- Are more people signing up for your newsletter via your website or landing page?
Lists:
- Do you have multiple lists? Which list performed the best? If you are targeting multiple demographics, which group had the best click-through percentage? Segmenting your email marketing lists by targeting and catering your message to specific demographics will help you achieve better open and click-through rates.
- Don’t ignore email addresses just because they are blocked. Create a list composed of only blocked emails. You can then re-upload the list to your email marketing account, and call that your block list. Occasionally use this list from time to time to see if some email addresses become good based on a different message that you employ.
Other Tips:
- Place a link at the top of your email allowing recipients to “forward this to a friend.”
- Place a “view this email in your browser” link at the top of your email. Many email applications block images, so this is particularly useful.
When it’s all said and done, there is no simple formula for creating the perfect email message. Countless variables go into the success of each email marketing campaign. However, the number one way to increase click-throughs is to create a good, honest message. If people feel that your product or service is legitimate, something they need, and reasonably priced, they will do business with you.