Do Your Marketing Results Matter?

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Do results matter

Is there a point to reporting? Do you learn from the results you get, or do you just carry on regardless? This blog will list the best ways to analyse your email marketing and give the key reasons as to why you should pay special attention to the results…

What’s the point in running reports if you’re not going to analyse them? You can learn so much from a bit of exported data that can be highly beneficial for your company.

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 inactive 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 a mobile phone or tablet 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 centre 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.

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.