How To Evaluate Email Campaigns
Are you still measuring your success by open and click through rates and the size of your email subscriber list?
Yes, these metrics do still matter.
But measurement and evaluation of email campaigns has become much more sophisticated as email marketing has become more sophisticated.
Once upon a time, it was cause for celebration and doing the happy dance if your measurement tools showed that most of your emails were being opened and clicked through, and that your subscriber base was growing. As the saying goes in e-commerce, the money is in the list. This will never change. After all, sales is a numbers game and the more people who see your offerings, the more sales you will get.
But times have changed. More and more business happens online, and this avenue only continues to grow. Therefore, it is important to ensure that your email campaigns are following a specific strategy. And it just like any other marketing strategy, be sure that you are starting by defining the goals of your email campaign.
When determining your goal, use the following blueprint to help define it:
1. Be specific. If your message is unclear, you risk confusing your audience. In a confused recipient is unlikely to become a buyer.
2. Make sure your campaign is measurable. Regardless of what type of marketing campaign you are running, if you can’t measure your results you are simply wasting your time and your money. Make sure that you are using qualitative and quantitative goals within your measurement format.
3. Make your goal achievable. You have to do this for a number of reasons, but most importantly if you set goals that are outside of your scope, you risk running out of resources or facing dramatic disappointment, potentially tainting your outlook for future campaigns.
4. Set a time for your campaign to run. Deadlines are important. If you do not set a deadline, you are missing one of the most critical elements for measuring the success of your campaign.
5. Make sure that your campaign is relevant. Yes, it’s important to communicate with your subscribers on a regular basis and to ensure that you are providing them with opportunities. But if these offers and opportunities are not relevant to your audience, they will lose interest and unsubscribe.
Now that you have structured the blueprint for your email campaign, be sure that you are clear on your goals. Back to measuring the success of your campaign, being clear on the purpose of the email campaign will greatly affect the outlook.
The main reasons why people send email campaigns are:
1. To increase conversions. This is an important goal regardless of whether you are just starting out in business or whether you have a well-founded online presence. It’s not enough just to lead subscribers to your site. If visitors are not making purchases, something in your sales funnel is working set a goal to turn visitors into buyers.
2. Building loyalty. It takes a while for your e-commerce brand to mature. But when it does, you’ll learn that not all subscribers are created equally. Do you know how to differentiate between your subscribers who are high-value buyers and those who are “window shopping”? When looking at your high-value buyers, think of them not only in terms of the immediate value they bring to your business, but also of their reach and influence for referral business and social media promotion.
3. Obtain subscribers who are engaged. Let’s talk about that old, original metric of getting subscribers. This is a must. Email subscriber lists fluctuate; it’s just the nature of the beast. But the ultimate goal here is to acquire engaged subscribers. What is your objective to increase your opt in list, extending your reach? If you keep your subscribers interested in engaged, you are not only more likely to keep them subscribed, but will also benefit from of their extended reach helping you build your list and grow your revenue.
Until next time…
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