3 Ways Metrics Can Improve Your Email Marketing Program
Filmmakers often spend years developing a concept, writing the content and hiring the right actors before their movie ever makes it into theaters. However, all of that hard work doesn't guarantee that the finished project will be a hit with audiences. It's not over until the reviews are in. The same is true of your email marketing campaigns.
A film isn't a hit until it's seen and well received by audiences. After you've done the hard work of creating and sending email campaigns, it's equally important to evaluate their effectiveness. A recent study from eROI that found 18 percent of email marketers in the U.S. aren't tracking the effectiveness of their campaigns. The biggest reasons for not tracking campaigns were lack of knowledge and budget.
Email marketing can have a dramatic impact on helping you grow your business. Tracking your campaigns is a critical step in making sure that your efforts get results. Here are three tips on how you can use metrics to improve the performance of your email campaigns:
1. Get them to the theater. An unopened email is like a hit film in an empty theater. Like a movie trailer, your subject line should grab your subscribers’ attention so they'll open the email. Catchy or provocative titles, however, aren't enough. The subject line should set the subscriber's expectation for the content inside the email. Failure to deliver on your subject line can erode your subscribers’ trust and lead them to ignore or opt out of future emails. The best way to test the impact of your subject lines and increase your clickthrough and open rates is by implementing an A/B split test. Vary your subject lines and see which one produces the highest subscriber action. It answers the question, "Did my subject line create the right expectation for my email content?"
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!
Related story: How to Grow a Successful Email List