3 Ways Metrics Can Improve Your Email Marketing Program
2. Give the people what they want. Use past campaign data to improve future efforts. You can even create a new email list based on data captured from a specific email campaign. If a special offer triggered a lot of clickthroughs, you can make sure to use a similar offer again. Also, once you see what your subscribers respond to, segment your list to target future campaigns to the specific interests of individuals.
3. Play it again, Sam. When a campaign fails to produce the desired results you're looking for, you can use your metrics to rework the campaign and test it again. One tactic is to resend the same campaign with a new subject line to subscribers who didn't open the first email. Something to keep in mind is that the accuracy of open rates isn't 100 percent. That's because some subscribers block images, which may not show the email has been opened. Therefore, you do run the slight risk of double-sending. However, for subscribers who opened but didn't click, try revising the verbiage or offer and resend. Send a follow-up email to subscribers who clicked through but didn't purchase.
Don't leave the success of your email campaigns to chance. Metrics provide valuable information that prevent you from "winging it." Knowledge really is power!