Email Campaign Assessment: Break it down to design, testing and post campaign stats!
Monks time and again come up with various concepts from the email world helping out email fraternities immensely. We also at the same time consult a variety of our clients on how to improvise upon their email marketing campaigns in a way that they can increase their future conversions.
Surprisingly, most of the times we have encountered a problem with email campaign analysis strategy than the campaign itself.
Kick start by asking yourself plain questions. What were your goals last year? Did you achieve them? If not, where did you lack? What was the call to action on your campaigns? What were you eying to accomplish? What are your long-term marketing objectives and how did email fit into this?
Reviewing, analyzing and correcting is a three phase cycle which is continuous in nature: The Design stage, Testing stage and Post campaign analysis.
The design stage is a stage where you plan your email’s design, placement of calls to action, images, content and links in a proper visually pleasing hierarchy. Normally the design stage is formulated taking into consideration the past campaign’s design success or failure.
A testing stage on the other hand provides you information on individual elements of an email like subject line, keywords and the best sending time. While testing adapt to either A/B split test or multivariate testing. Testing can be broken down to 6 easy steps as mentioned in one of our earlier blogs.
Post campaign analysis is analyzing a host of metrics once you send your email. Apart from analyzing your open and click through rates, focus on a few more aspects:
- Consider a call to action on mobile phones as well
- Use Heatmaps
- Study how much revenue every individual campaign brings you
- Review Google Analytics, email metrics and conversion in the same sitting
Post campaign will also give you an idea of how accurate was the design stage and testing stage analysis. It will provide the value of testing. Conceive of a scenario, where you have tested 10 different subject lines and funneled it down to 1 subject line expecting a better result using it and it flopped. If this happens, the testing stage needs to be more accurate. Likewise, if you had planned a call to action below the fold for maximum clicks and it yielded exactly opposite results, you lacked in your design stage analysis.
Post campaign analysis will also help you to know if there is a deliverability issue and a revamp in the list growth strategy is required.
To wrap it all up, remember these three golden rules while practicing email marketing:
- Have an annual email marketing goal and strategy and compare them to last year’s achievements
- Gauging quarterly activity makes reviewing easier and more productive
- Be flexible and be agile. If the strategy does not work, revamp and rework.