Posted on March 2, 2018 by Rupert Adam
Is there a point If you are learning results that you get, or if you continue anyway, this blog will list the best ways to analyze your email marketing and give the main reasons why you should pay close attention to the results …
What is the point of running reports if you do not analyze them? You can learn a lot of exported data that can be very beneficial for your business.
Use heat maps
The study of a heat map is a great way to get an idea of where the recipients are attracted by your email marketing campaigns. With the hottest areas being the most popular, you will be able to learn where to place key messages, content and CTAs.
If your main content is in "cold" areas, it may be helpful to change the layout of your email campaign to encourage more engagement.
To learn more about email recipient marketing habits, including the model "F", see our blog post – Using Eye Tracking Research in email marketing
Question activity of the subscriber
Are some of your subscribers becoming less active with emails? This could affect your email engagement rates, so it's worth thinking about creating a re-engagement program. In this way, you can target inactive subscribers to try to reactivate them. A simple "we miss you" email followed by a special offer may entice customers to make a purchase and become active.
This could also be a great way to gain two opt-ins in preparation for the GDPR in May 2018.
Maybe the click-through rates on your emails have slowly decreased over the course of the year. This may be due to a number of reasons, but do not review each campaign you sent.
To remedy this, you must test the performance of each email marketing campaign you send and use for future campaigns. Take a look at some of your campaigns over the course of the year and compare those that have been exceptionally good to those that have not been. What were the differences?
Use this information to help you plan your 2018 email marketing campaigns and you will begin, hopefully, to see a new trend towards engagement.
Knowing the devices used
Up to 75% of emails being opened on a mobile phone or tablet, it's a good idea to see which devices your emails are actually sent to.
Which devices are the most popular? Are there any new peripherals that you might need to start testing?
Being able to find out will help you continue to target recipients when and where they are.
Spring cleans your data
During the course of the year, your lists can sometimes be a bit neglected, but your subscribers are one of the most important elements of email marketing, so it's important to tidy up time in time.
Add a dual opt-in registration process to bring peace of mind and an archived record that individuals have signed to receive your marketing campaigns.
A preference center allows your subscribers to update their contact information if changes occur, which helps keep your list up-to-date and clean.
Finally, let people unsubscribe easily if they want it. This may seem like a step backwards to facilitate the unsubscription of users, but it's actually very beneficial to keep your data lists clean.