This is a question we hear a lot from our clients. By optimising your email campaigns in different areas you can get your customers clicking and engaged with your brand. Here are 5 things to look into (and one bonus tip) for boosting your open rate.Read more…
One practice we stand by is permission-based email marketing, which means we’re extremely good at making sure our clients use their own email lists when sending emails via Maxemail. Data cleansing (or data cleaning) is often a time-consuming process, so it is important for us to have the tools and information in place to help users maintain a healthy email list.Read more…
What’s the difference between split testing and multivariate testing? This is a question we often hear from our clients and it can be quite complicated to understand. Hopefully this article will help to explain what the difference is between a split test and multivariate test and assist you with getting a better response from your email marketing campaigns.Read more…
Reporting is more than just opens, clicks and the odd heatmap. There is far more insight to be had which will directly lead to important discoveries to influence your upcoming campaigns.
Drill into segments
As I’m sure you already know, segmenting your emails to make them more relevant is an effective way to improve engagement levels of your campaigns. But why don’t we ever report by segment? With Maxemail, you can break down any campaign, or series of emails by whatever segments you wish. This also helps you understand what segments you should be tailoring for. A simple set of examples would be to split your results by gender. Or maybe by the type of product they first purchased. As soon as you start seeing big differences in performance you can start coming up with hypothesis why, and test these out with a series of segmented emails.
Where is decline occurring?
Is your email marketing on the decline? Perhaps there is a drop in engagement levels relatively early on from new subscribers as they decide the emails are not for them. By running a Maxemail ‘Lifecycle’ report, you can identify how quickly new subscribers are dropping off, and then start to plan out what special emails could help reverse this in the early stages of their experience.
Email marketing produces more tracking data than just about any channel. Some things are crucial for monitoring on each send, others are worth the occasional glance or ignoring all together. We all know the importance of reporting, and yet many marketers are unaware of what they should be tracking and the tools which they should be using. Here is my take on what to track to help you make the most out of your email campaigns.
Every email system will track bounces, opens and clicks and the stats generated on the back of this provide your core analysis of the success of your emails in comparison to others. If you do email marketing you will be doing this already so we won’t dwell on these.
Having a list of click-thru’s and how many times each one has been clicked on has some use, but a more visual and immediate means that even non-analysts can draw rapid conclusions from is the heatmap. This overlays click numbers in a colour coded fashion on top of your email so you can see the warm spots for lots of activity, and less active spots. You want to see the areas you want clicked to be providing the warm spots – if not then it’s back to the drawing board to redesign those call to actions.
Revenue & Conversion
You can tag your links with codes to track the eventual success of your email in Google Analytics but this will only provide so much useful data. A better approach is to use the tracking code provided by your ESP who will hopefully be able to provide you with reports showing not only how many conversions and revenue the email generated, but which links had better conversion paths than others.