The end of the year is the perfect time to analyze the whole year (was it successful or not), what features of your email marketing campaign worked better and why, what has to be improved, etc. It is very important to examine carefully every aspect of the email marketing campaign, so that in future you could create more effective campaign due to applying more useful strategies, etc. You should be absolutely sure about what will you do to level up your program. To create a perfect future for your next-year campaign it is absolutely necessary to carefully zero in on such points as analysis of major performance metrics; examination of recipient, surveys and Web site feedback; comparison of internal and external criteria; review of creative and design.
Analysis of major performance metrics
Such analysis is the key element in analyzing all the email marketing campaign. It can be considered initial data polishing up. Try to monitor any relevant statistics, which may include referrals, open clicks, CTRs, bounces, etc. The next step is to determine the worst and the best performing message for each metric.
The question also is what exact metrics should be examined. First of all, of course, you should pay your close attention to key metrics such as open rates, CTRs and bounce rates. All other metrics you need to analyze depend on your goals and should be chosen according to the objectives. The list of sample metrics may include the following:
- Click to open rate (number of unique clicks divided by number of unique opens)
- Delivery rate (email sent vs. emails bounced)
- Unsubscribe rate
- Referral rate
- Number of spam complaints, etc.
While deciding what exact metrics should be analyzed you should not forget that the list of such metrics may differ from one to another type of business. Something that is vitally important for one may be of no use to another. So never try to follow the example of a foreign email marketing campaign.
Another parameter you should pay your attention on is consistency. It may show you some problems with delivery or any other matters, while the metrics are not steady.
The same determining your message highs and lows and analyzing your message metrics variances may provide you very important data on your email marketing campaign. Too different results should definitely attract your attention. They may signal about the necessity of extra changes to be done.
Examination of recipient, surveys and Web site feedback
Try to analyze the emails received throughout the year. Consider every positive and negative comment. Lack of replies from your subscribers may mean you have not motivated recipients enough to get the feedback from them. Analyze your each survey’s data collected and Web site statistics to organize your email marketing campaign better for the next year.
Comparison of internal and external criteria
Use the data you get to compare campaign if performing more than one email marketing campaign. Or you may ask for this information to be provided by your partners or fellow email marketers. Also consider “industry averages” to compare your metrics with. It may confirm you campaign is on track. But never consider “industry averages” to be absolute ones.
Review of creative and design
Try to compare all your messages, subject lines, etc. Determine which design was the most successful, which was the weakest one. It will help you improve email message design, so that it becomes attractive, catchy and motivating for subscribers. Finally, compare your email messages to those of you competitors. Try to determine weak sides of your design and improve it.
After all the analysis is done and the end-year report is prepared, you can start planning a next-year campaign and try to avoid the mistakes of your previous email marketing campaign.
Wednesday, September 22nd, 2010 : Email Marketing : No Comments