At the end of the year, everyone should look back at their email marketing efforts to see how successful their program was and, if it wasn’t as successful as they hoped, what steps need to be taken to make the program a success.
The main points to be looked upon are:
- Key performance metrics
The first step in the annual review process is to record the annual outcome of the newsletter or campaign in a spreadsheet. All important statistics such as clicks, referrals, complaints, unsubscribes, bounces, spam, etc. should be included in the spreadsheet. Once the results are collected, they should be used to calculate the overall averages. Thus, for each metric, the best and worst message can be calculated. In addition to standard metrics such as clicks, open rates, and bounce rates, corporate newsletter publishers also need to look for the metrics best suited to meet the company’s goals and objectives. The main metrics to consider depending on your goals are Open Rate, Click To Open Rate, Click Through Rate, Delivery Rate, Bounce Rate, Referral Rate, Unsubscribe Rate, Spam Complaints, Net Followers, Follower Retention, Unique Clicks , unique clicks. by certain backlinks, website actions, orders, downloads, transactions, total revenue, conversion rate, average order size and average cost per email.
The content of the actual messages must be analyzed. Every aspect should be relevant and should also include creativity. The style, tone, and length of the subject line should be reviewed. It is very important to include the name of the company or brand in the subject line or be easily recognized by the reader, otherwise the letter will end up in the spam folder. If the email format is constantly changing, you should compare samples to see which is more effective. If personalized emails were sent, look at the results to see if the attempt was successful.
- Recipient feedbacks, web site analytics and surveys
You can create an email account to receive negative and positive reviews, which can be viewed at the end of the year. If the number of comments received is insufficient, the comment procedure should be simplified. Another problem may be that you are not creating an attractive personality that makes subscribers respond. Reader polls help find clues for next year’s work. Analyzing site statistics also helps a lot. If there are articles on the site, find out which of them interest readers the most. If the website sells products, look for product categories that are visited the most and generate the most revenue and orders. Also think about the offers that grab the attention of subscribers the most.
- And finally comparison between internal and external benchmarks
Co-marketers may share information in an organization that produces more than one campaign or newsletter. It helps to compare key indicators. A company’s performance can be compared to industry averages to see if a program is going according to plan or needs immediate attention.
After the internal audit has been done and the review has been completed, it is now time to make an improvement plan for the future, which should include:
- Analysis and reporting
- List building
- Personalization and segmentation