When you spend a lot of time on an email marketing campaign, you need to make sure that it is effective. Email marketing is one of the more affordable options but that doesn’t mean that you should be wasting your budget on ineffective campaigns.
After each campaign goes live, you need to analyze carefully and understand what worked and what didn’t. In this guide, we are going to discuss how you can know if your email marketing campaign was a success. Read on to find out more.
Understand The Benchmarks
Before you try to figure out whether your email marketing campaign was a success or not, you should look at the benchmarks for success. If you aren’t familiar with email marketing benchmarks then don’t worry because we’ll give you a quick run-through.
Typically, email marketing benchmarks include the click-through rate, the unsubscribe rate, the bounce rate, and the email open rate. There are a few more things that you’ll need to understand before you begin so don’t forget to do some research. Once you know what to look for, you should be able to properly analyze your campaign.
Was it Opened?
As we mentioned above, the open rate is one of the email marketing benchmarks. So, if you want to know if your campaign was a success, you need to know a bit more about who opened it and who didn’t. if you have found that your campaign was not opened by a large percentage of people who received it, there could be a problem. This could be that your subscribers aren’t interested in your product or service or that your subject line didn’t attract them.
Once you know a bit more about the open rate, you can take some steps to avoid this being so low in the future. If the open rate was high then you know that your subject lines are at least paying off.
Check Your Traffic
Usually, in an email marketing campaign, you will have some kind of link directing customers back to your site. This could be a link to purchase a product or maybe even a signup form. Not only can you check if these links were clicked within the email marketing service that you are using but you can also get some valuable insights from your website analytics.
Check the traffic on your site on the days that you sent out the emails. Remember that the emails won’t have all been read right away so give a bit of lee-way. If you can figure out which pages had the most traffic and align these to your CTAs, you can figure out if your campaign was a success or not.
If you have recently sent out an email marketing campaign, you will need to have an option on there to allow recipients to unsubscribe to any future emails. This is due to data protection laws that are currently in place. Usually, you will get a notification that a recipient has requested to be removed from the mailing list or has unsubscribed. If this has happened, you could find that they did not like the email content.
When checking if your campaign was a success or not, you should check the unsubscribe rates. If these are low then you’ll know that those who opened your emails were happy with the content. If they are high, you could have a further problem on your hands.
Was It Shared?
Did you know that you can sometimes find out if your email was shared or forwarded to another? This will depend on the email marketing service that you use but it can be extremely useful. There are a few reasons why a customer might forward or share an email to a friend or loved one. Of course, these reasons aren’t always positive and so this is something to consider carefully.
Check your analytics and figure out how many times it was shared. For any future campaigns, try to create content that is worthy of being shared. This way, you’ll gain even more success in the future.
If you are planning on sending out an email marketing campaign, you need to make sure that you have a plan in place beforehand to understand exactly how successful it was. Look out for the things that we have mentioned and don’t forget to compare it against all of the email marketing benchmarks.
Once you understand your audience a bit better, you can start pulling off impressive campaigns. Don’t let a bad open rate deter you as you can always do better. Hopefully, you’ll figure out exactly what your audience likes and start driving traffic and conversions next year.