What To Do After You Send Your Campaign

November 3rd, 2009 | By Marla Chupack | No Comments

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Your lists are loaded and segmented, campaign messages are honed, and optimum distribution time and dates are selected. Finally you click on the email send button. The email campaign is complete, right? Nope. Now the marketing really starts. Roll up your sleeves, put yourself in research mode and get ready to strengthen your tracking and sizzle.

Here are some tactics that use the statistics you’ll find in your Email Transmit Tracking area to analyze your campaign results—and maximize future campaigns.

Deliverability
Keep an eye on your open rate and click rate across multiple campaigns. And always check your bouncebacks—they are key to providing insight on problem domains and recipients.
Next step tips:

  • Build your opt-in lists with quality opt-ins at every opportunity (see Best Practices for Collecting Opt-Ins Offline)
  • Remove recipients with multiple bouncebacks
  • Review single bouncebacks and new bouncebacks for errors in their email address. Then fix and resend.
  • Review your domain metrics in your tracking. If you find any domain with a large number of bounces then their server may be preventing messages from being delivered. Contact us and we can help resolve this by contacting the domain holder’s IT staff.

Unsubscribe Rate
No marketer wants to see this number go up and you need to watch this metric very carefully.
Next step tips

  • Track and compare your campaigns over-time giving special attention to message frequency and audience appropriateness. Try more message/audience segmentation.
  • Use an Email Preference Center. There your subscriber can easily unsubscribe from a communication that is no longer of interest but peruse and subscribe to other communications they are interested in receiving. Within that preference center you can also ask your readers what subjects they are interested in learning more about and how frequently they’d like to receive messages.

Opens
There are two types of open metrics; unique opens and total opens. Unique opens tell you approximately how many individuals opened your email; multiple opens by the same individual is not counted in this metric. Why is it approximate? Well, for tracking purposes a tiny transparent image is put within your email source code. If your recipients’ email client allows image loading this image signals an open, if the email client does not allow image loading no signal is sent and no open tracking occurs. Total opens include the number of times the email is opened by every recipient.
Next step tips:

  • Place close attention to those recipients with consistent multiple opens. They could be brand advocates or high-value customers. You may want to consider a special campaign for those high-value individuals (special offer, invitation, etc).
  • The next time you send a campaign use two different subject lines to test what results in the higher number of opens.
  • Compare campaign opens over a time period to determine seasonality, optimum delivery times and optimum delivery dates for your audiences.
  • Note open trends over time. See if you open rates are falling or rising and respond accordingly to the trend.
  • If you have a low open rate it may mean that your emails are ending up in spam filters. There are actions you can take with email copy and images to prevent this from happening.

Clicks
Like the open metric, there are two types of results for clicks; recipients who clicked a link and total links clicked. In the first instance you can retrieve a list of recipients with the actual links they’ve clicked. In the case of total links you can see a list of links with the number of times recipients have clicked on them.
Next step tips:

  • Test link language in your emails. Use call to action in your links and avoid the outdated “click here” link.
  • Pay close attention to the links that are clicked. The clicks reveal your audience interest areas. Use the link tracking results information as you develop future campaign strategy.
  • Invite those who clicked on a specific link to follow updates to that information on a social media site (Twitter, Facebook, etc) or on your web site.
  • Similar to opens, compare and contrast campaigns within a time period to determine trends and next steps.

Conversions
Smart marketers love conversion tracking. After all, conversions ultimately determine the success (or failure) of your campaign. Whether you are directing your email recipient to purchase a product, opt-in to a newsletter or enroll for an event, the conversion tracking metric will give your email campaign ROI measurability.
Next step tips:

  • Set up conversion tracking for every actionable element of your campaign.
  • Segment your email campaigns and create conversion coding for each segment. After reviewing conversion statistic segments over-time you can continually refine your action strategy to raise conversion rates.
  • If there aren’t many conversions, check for message clarity, easy path to action and potential drop-off points.
  • Look at “bottom dollar” results, like sales, donations, subscriptions, etc. This is where the rubber meets the road, and you should look at and correlate real-world ROI metrics.

Email Marketing requires ongoing strategy refinement and statistics reviews. Your recipients’ interests and actions often change over time. To continue to build successful email campaigns take a holistic view of each campaign, comparing conversions, click-throughs, opens, bounces and unsubscribes. Independently and together they tell you a story. By reading the story correctly and taking the appropriate next steps you can create—and refine—successful campaigns to meet your marketing goals.

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