How to get the most from your email marketing results.

How to use the results from email marketing

Once your email marketing campaign has been implemented it is possible to follow its progress and determine its success through a number of different tools.

Emails opened

The most effective way of knowing how successful your email marketing campaign was is to monitor the number of emails opened. By learning who has opened your emails, how often and when, can tell you when the best time to send your email is and whether the content was useful and interesting to the recipient.

Clicked links
This allows you to see who has clicked which links, when and how many times. This information identifies hot leads and can show which consumers these emails have targeted best. It also gives an idea of which topics are most popular and which should be avoided in the future.

Dealing with this information

Knowing who opened which emails and which link were selected is useless unless you use the information to refine your email marketing campaign.

Knowing the ‘open’ rate

This information gives the opportunity to look at the effectiveness of the subject line, and ask why recipients didn’t open the email. If it wasn’t as successful as predicted, areas can be altered and tested to try and improve the results.

Knowing their interests

By identifying the most popular leads, it is possible to find out the topics your audience is most interested in. Finding the common trends gives you the chance to refine your campaign, to focus on these areas and maximise the effectiveness of the communication.

Segmenting you mailing list

Interest groups

Having identified different interest groups, through analysing who selected which links, it is possible to divide your mailing list and create a detailed view of your customer base. Different groups can then be targeted with interest-specific emails that are more relevant to them.

Areas

Segmenting customers into areas allows you to target them with region-specific sales, local events and local trends. By refining your email marketing they will be more targeted campaigns and could cause better results.

Choose ‘active’ members

If there is an item that may only interest people who are very involved in your company activities, then informing only the most active members could be a more strategic approach. An ‘active’ member could constitute someone who opens most of your emails and follows several links. This gives the ability to extract the casual subscribers and focus on the ‘active’ subscribers.

Choose ‘non-active’ members

Similarly it is possible to focus on the less active subscribers and experiment with a different approach. Try emailing in a different style, with a different heading or at a different time of day and then analysing the response rate.

Targeting birthdays

By targeting recipients with birthdays in the same month you can send them special offers or a special gift with a downloadable coupon. This gives your email marketing a more personalised approach.

Following up interested recipients

Once you have identified your most ‘active’ subscribers it is possible to follow up in various ways to further advertise your products and services. A personal email or phone call allows you to discuss in-depth the services of your company, and will minimise resources wasted on ‘cold’ leads. For customers that have shown an interest by clicking links on certain products but not followed through with a purchase, you could send them more information about the item and other products in that category to better inform them.

Category: Planning your campaign

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