Step Up Your Game
At the core of any successful e-mail measurement program is the ability to measure its direct impact on your business. Quantitatively tracking the numbers behind your e-mail campaigns will put you ahead of the curve. Some marketplace estimates indicate roughly 30 percent of companies do not track open and clickthrough rates—a surprising statistic, given all the tools available. Beyond basic click and open tracking, several tools also exist that track Web behavior.
Make sure your results are statistically significant. Stick to your initial plan, and don’t cut off testing too early, even when it looks like a clear “winner” is emerging. Wait until all results are in.
Of course, you can’t track your results if your e-mails aren’t getting through. Deliverability is a major issue in e-mail marketing, and you must understand your own deliverability rates. For example, if Yahoo! e-mail sends all of your e-mails to the bulk folder, this will dramatically affect your results based on how many names in each group use Yahoo! for e-mail—and never saw your message in the first place.
Dive Into Data With Segmentation
Once you figure out what you’re going to test, determine which audience segments to test. This way, when you send out “E-mail A” and “E-mail B,” you will know not only which one outperformed, but you also can examine who, in particular, liked which approach more. For example, you may learn one e-mail performed better among men than among women.
As a final step, segment your campaign so you can track its effectiveness at the end of the testing process. In addition to various creative and offer variations, consider one or more of the following data:
• Demographic information;
• E-mail domain (@comcast.com, @aol.com);
• Current customer status (actives and inactives);
• List engagement;