What makes email marketing so effective and powerful is the fact that it provides you with all sorts of metrics and information relating to your campaign for you to analyse and evaluate. Yet, whilst online email marketing tools aim to make the evaluation process as simple as creating and delivering the campaign itself, many of us are still confused on how they should in fact go about evaluating an email marketing campaign. So, here are some simple pointers on how you can evaluate your email marketing campaign:
1. Identify any issues
Before you start looking into any figures or metrics, you need to define any apparent issues with your campaign that you need to investigate. So, lets say that you discover that the click through rate your email has achieved is starting to decline. This is an issue you have to investigate in your email marketing evaluation in order to work out what you might have changed, or started doing, which is causing the problem. One other issue that you may face within your email marketing campaign is a drop off in subscribers, meaning less people are willing to receive your emails, and thus the potential for your click through rate to decrease increases. It is very easy for one problem to lead to the other, making the next step of finding the initial cause of any problem even more important.
2. Find the root of the problem
Once you have identified an issue worth investigating you have to trace it back to the root and work out what the initial problem is. This part of the evaluation process involves going back to the point where, in this case, your click through rate first started to decline, and assessing what might have caused this. If you trace an issue back to a part in the campaign when you started to change something in your campaign, such as the copy, format, etc. then you can evaluate that change and how significant or responsible it is. However as the step above mentions, it is easy for one problem to lead to another problem. Therefore by fixing one issue, you might ignore the real problem that has caused that issue to occur. In order to avoid this make sure you spend sufficient time identifying the real problem to focus on and then prioritise from there on.
3. Resolving the problem
So you have identified an initial issue, traced it back to it’s root, and now you’re going to fix it. This stage is pretty dependent on how well you have analysed the cause of the problem that your email campaign is facing. If you discover that you changed up part of your email copy around the time that your click through rate started to decrease, then you should experiment with changing back to the old copy or replacing the unsuccessful copy with something fresh. Then you measure the results of that change, if the new or returning copy increases the click through rate then you have successfully found and solved your problem. If not, you simply return back to the point where the problem started and evaluate any other noticeable or significant alterations that you may have made.