Evaluating your email campaigns

14th May 2011 By Louise Stephens in Email design

How many of you REALLY evaluate your lovingly-crafted email marketing campaigns? Yes it can be lots of fun designing and writing your campaign and watching the stats roll through after you hit the big red 'send' button. However, you need to ask yourself whether your email campaigns are really making a difference to your bottom line.

Maybe it’s time to be honest. Are they really working?

There are many ways you can evaluate your e-newsletters. We explore just some of them in this week’s blog:

  • Number of emails opened – this does what it says on the tin. Most email marketing systems will show you how many of your emails have been opened by your contacts. This can appear to be low as many people view emails in their preview pane these days, so they have no need to actually open it. However, if your emails are cutting the mustard, you will still be getting fairly high click through rates on this. If they are low too, you might be in trouble...
  • Click through rates – these are often the best indicators of success as someone has actually opened your email, thought something you wrote was interesting and clicked through to read more. These are the relationships that you should be trying to foster. Don’t waste time phoning round the ones that haven’t even opened your email. Focus on the ones who are actively interested.
  • Deliverability – Spam filters are the number one enemy of the email marketer. However, they are there to do an important job. If you are following the rules and keeping away from subject lines including ‘free’ and other misdemeanours your spam rating should be low. Any decent email marketing provider will include a spam checker free of charge.
  • Number of unsubscribe requests – if these are regularly high, it’s back to the drawing board.
  • Time and day of responses – you might be sending your emails out on midweek at 6:30am to try to catch those busy CEOs but if your stats are showing most people are opening them at 4pm on a Friday, you might want to try a different tactic.
  • Number and value of sales – you can’t beat this. The last time I sent out an email campaign it mentioned an event I was running with a link to the information and online payment on Eventbrite. I had two people sign up and pay straight away. Job done!
  • Do you agree with me? How else do you evaluate your email campaigns?

Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.