As the end of the year is looming upon us, it’s a good time to start analysing your email marketing from 2017 by using our tips below.
Use heat maps
Studying a heat map is a great way to gain an insight into where recipients are drawn to within your email marketing campaigns. With the ‘warmer’ areas being the most popular, you will be able to learn where to place key messages, content and CTA’s.
If your primary content is in the ‘cold’ areas it may be worth having a shuffle of your email campaign layout to encourage more engagement.
To find out more about email marketing recipient habits including the ‘F’ pattern, take a look at our blog post – Using Eye Tracking Research in Email Marketing
Question subscriber activity
Have some of your subscribers become less active with emails? This could be affecting your email engagement rates so it’s worth thinking about creating a re-engagement programme. This way you can target in-active subscribers to try and get them engaged again. A simple ‘we miss you’ email followed by a special offer can entice customers to make a purchase and become active.
This could also be a great way to gain double opt-ins in preparation for GDPR in May 2018.
Investigate the decline
Maybe your email click through rates have slowly declined over the year. This could be for a number of reasons but predominantly not reviewing each campaign you have sent.
To overcome this you should be testing the performance of each email marketing campaign you send and use these insights for future campaigns. Take a look at some of your campaigns over the year and compare the ones that have done exceptionally well to those that didn’t. What were the differences?
Use this information to help plan your 2018 email marketing campaigns and you will hopefully start to see an incline in engagement again.
Know the devices being used
With up to 75% of emails being opened on mobile phones or tablets it’s a good idea to see which devices your emails are actually being sent to.
Which devices are most popular? Are there any new devices you might have to start testing for?
Being able to find this out will help you continue to be able to target recipients whenever and wherever they are.
Spring clean your data
Over the year your lists can sometimes get a little neglected but your subscribers are one of the most important components of email marketing so it’s important to have a spring clean every now and then.
Add a double opt-in subscription process to provide extra peace of mind and an archived record that individuals have signed up to receive your marketing campaigns.
A preference center allows your subscribers to update their details if any changes take place which in turn, helps to keep your list up to date and clean.
Lastly, let people unsubscribe easily if they want to. It may seem like a step backward to make it easy for users to unsubscribe but it is actually very beneficial for keeping your data lists clean.