Once you establish your holistic email marketing strategy and set your campaigns in motion, you will need to monitor performance to see if all your hard work pays off. Common email metrics such as deliverability, opens, clicks, and unsubscribe rates are good starting points to measure performance. But these metrics only tell part of the story. Also consider your specific goals, such as growing your subscriber list, increasing event attendance, or converting prospects into members. If your email campaigns aren’t performing to expectations, examine individual metrics as well as the big picture to see where you can improve.
Here are six common email issues and what you can do to boost your results using a holistic approach.
If your deliverability rates are low, chances are your list is outdated or it was purchased from a less-than-reputable source. The highest quality list is one you create organically by asking people to opt-in—through in-person events, digital advertising, or other marketing efforts. It’s virtually impossible to have successful holistic email marketing without a clean list of interested members and prospects.
Too Few Clicks to Landing Page
If your landing page didn’t get as many views as you would like, you may need to work harder to drive more traffic there. That doesn’t necessarily mean you need to send more emails. Research from Informz suggests relevancy, rather than frequency, has a greater impact on click rates. Examine your message to make sure it resonates with your audience and aligns with the customer journey.
Other factors such as time of day and day of the week also affect open and click rates. Experiment or A/B test to maximize your results once you have your messaging dialed in. Some marketing automation platforms have an optimization tool that automatically sends emails based on a subscriber’s past behavior.
High Unsubscribe Rate
Generally speaking, your unsubscribe rate for each campaign should be less than 1%. Any more than that could indicate that the people on your list did not formally subscribe—or that they subscribed with certain expectations that aren’t being met. Revisit the criteria for placing someone on your list. Set clearer expectations by revising any communications that encourage people to opt-in.
If people were moved to click on your email but didn’t convert on your landing page, it could mean your offer was not compelling enough. Ask yourself: Is this offer relevant to the target segment? Does it enable their goals or solve a pain point? Is it aligned with the buying cycle? Is the timing right? Keep in mind your offers might vary depending on the segment. Determine what matters most to each segment, and tailor your offers accordingly. Feature only one call to action in each email to avoid confusing your audience or losing people along the way.
Few New Leads
If your email campaign didn’t generate as many new leads as you would like, give people a reason to share your content. Consider providing a link to a free download that’s worth forwarding on. You might also incentivize your message. For example, offer a two-for-one registration special if a member attends your event with a colleague.
Disappointing Membership or Attendance Numbers
If your email campaign didn’t generate enough members or event attendees, you may need to revise your automated workflows. Consider adjusting your offers, timing, frequency, or other factors. Examine lead scores and segments to help you optimize your message and formats.
Keep in mind that email is only part of your overall holistic marketing strategy. The success of your email campaigns is linked to the rest of your branding efforts—including your digital advertising, collateral, direct mail pieces, and in-person events. You might need to tweak your other efforts to maximize results from your email campaigns.
The Big Picture
Analyzing individual metrics is essential to optimizing your email marketing performance. But don’t forget to look at the big picture as well. Segmentation, personalization, and automation improve email results across the board but only when they’re well informed and well executed. Spend some time getting to know your audience and their behaviors. Based on the data, ask yourself if your segments are meaningful categories that help you focus your efforts. Verify that your campaign themes are relevant and inspiring. Consider whether you communicate the measurable ROI of your events and offers. Determine your timing in light of the customer journey as well as other industry events.
Examining these global considerations—and making adjustments based on your analysis—will not only improve your holistic email marketing. It will improve all your marketing and engagement efforts. When all your initiatives are integrated to present a seamless brand experience, it’s easier to rally your base into action—to attend your events, volunteer for committees, or achieve breakthroughs in your industry. Your goal with email and other channels should always be thoughtful communications that show your value while enabling your audience’s goals.
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