Making The Year End Email Marketing Review

Making the​ Year End Email Marketing Review
At the​ year’s end everyone needs to​ look back on​ their email marketing efforts to​ see how successful their program was and if​ it​ wasn’t as​ successful as​ they were expecting,​ then what steps should be taken in​ order to​ make the​ program successful .​

The main points to​ be looked upon are:
* Key performance metrics
The first step in​ the​ process of​ annual review is​ to​ note down the​ newsletter or​ campaign’s annual result in​ a​ spreadsheet .​
All important statistics such as​ clicks,​ referrals,​ complains,​ unsubscribe,​ bounces,​ spam,​ etc.,​ should be included in​ the​ spreadsheet .​
After assembling the​ results must be used to​ calculate the​ overall averages .​
By this the​ best and the​ worst performing message can be calculated for every metric .​
Beyond standard metrics like click through,​ open,​ and bounce rates,​ corporate newsletter publishers must also look at​ metrics which are more appropriate for achieving the​ company’s objectives and goals .​
The major metrics which should be looked upon based on​ objectives are open rate,​ click to​ open rate,​ click through rate,​ deliver rate,​ bounce rate,​ referral rate,​ unsubscribe rate,​ spam complaints,​ net subscribers,​ subscriber retention,​ unique clicks,​ unique clicks on​ certain recurring links,​ website actions,​ orders,​ downloads,​ transactions,​ total revenue,​ conversion rate,​ average order size,​ and average price per email .​
* Content
The content of​ the​ actual messages should be analyzed .​
Every aspect should be relevant and should also involve creativity .​
The style,​ tone and the​ length of​ the​ subject line should be reviewed .​
It is​ very important to​ include the​ company’s or​ brand’s name in​ the​ subject line or​ easy recognition by the​ reader,​ otherwise the​ email will land in​ the​ spam folder .​
If the​ format of​ the​ emails is​ being changed constantly,​ the​ samples must be compared to​ see which one is​ more effective .​
If personalized emails have been sent,​ observe the​ results to​ see whether the​ attempt was successful or​ not .​

* Recipient feedbacks,​ web site analytics and surveys
An email account can be created to​ receive feedbacks containing both negative and positive comments,​ which can be reviewed upon at​ the​ end of​ the​ year .​
If the​ number of​ feedbacks received isn’t adequate,​ the​ feedback procedure must be made easier .​
Another problem could be of​ not creating a​ motivating personality which could make the​ subscribers to​ respond .​
Readers surveys helps in​ finding keys which can be worked upon in​ the​ next year .​
Analyzing the​ website statistics also helps a​ lot .​
If there are articles present on​ the​ website,​ figure out which ones interest the​ readers the​ most .​
If the​ website sells products,​ check out for the​ product categories which are visited the​ most and produce the​ most revenue and orders .​
Also ponder upon the​ offers which draw the​ most attention from the​ subscribers .​
* And finally comparison between internal and external benchmarks
The co-marketers can share information in​ an​ organization which produces more than one campaign or​ newsletter .​
This helps in​ benchmarking the​ key metrics .​
The company’s performance can be compared to​ the​ industry averages to​ see whether the​ program is​ going according to​ the​ plan or​ if​ it​ needs attention immediately .​
After the​ internal audit has been done and the​ review has been completed,​ it​ is​ now time to​ make an​ improvement plan for the​ future,​ which should include:
* Analysis and reporting
* Testing
* Creativity
* Maintenance
* List building
* Personalization and segmentation

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