The most successful forms of marketing include a feedback loop that allows you to adapt your marketing to the needs of your target audience. The analytics embedded in properly executed email marketing campaigns provide an exceptionally valuable feedback loop. With a bit of analysis, you can greatly increase the level of engagement of your subscribers, and improve the results of future campaigns.
What is your most popular content?
Using the metrics gathered during your marketing campaigns, you can determine what content is hottest. This can help you shape your future campaigns and generate more interaction, if you can analyze what made your most successful content so popular.
For example, if you find that a specific topic in your marketing content tends to generate higher response, you can focus future campaigns on that topic. Alternatively, you may find that your subscribers are particularly receptive to special offers. Maybe they prefer to receive their emails on a certain day or a certain time of day. All of these factors can help boost engagement, if you tailor your campaigns to match your subscribers’ preferences.
It’s also a great idea to make sure that any new subscribers are exposed to your hottest content, even if they signed up after you initially sent that content out. For some tips on how to keep all of your subscribers exposed to your greatest hits, see our previous blog post, Autoresponders: Automate your Email Campaign.
Are you using split testing?
Many email marketers don’t take advantage of split testing (also known as A/B testing) with their email campaigns. Most email marketing solutions include the option to perform some form of split testing – sending out the same basic campaign to segments of your subscribers, with a few key changes. For example, you can split test headlines to see if subscribers are more or less responsive to having their name populated into the title field. For more ideas about which variables to test, as well as tips on how to analyze your data, check out this blog post: A Beginner’s Guide to A/B Testing: Email Campaigns That Convert.
Split testing is a valuable tool because it allows you to target specific variables for testing while controlling for other factors. In other words, it’s one of the best ways of generating analytics data to help guide your campaigns!
Which subscribers are most active?
One of the most powerful tools that analytics opens up to email marketers is the ability to determine who is most receptive to our campaigns. Which subscribers are opening the emails, who clicks-through, and who shares your content, on social media or by forwarding? Being able to answer these questions puts you as a marketer in a unique position. In addition to having a highly accessible way of tracking what content resonates with your audience, you can also examine which segments of your audience are most engaged.
One way to utilize information about which subscribers are active is to consider tailoring your content. For example, we print fundraising materials for nonprofit organizations, so one area we like to focus our content on is nonprofit fundraising strategies.
This information can also help you target your outreach. If there’s a common factor among your most engaged subscribers, you can use that commonality to help you look for new contacts, and grow your business.
You can also trigger follow-up communications to certain actions taken by your subscribers – for example, following certain links, sharing your content, etc. It’s important not to overwhelm your subscribers, but following-up on certain key actions can greatly boost engagement.
Consider working with our team at Naples Print Source!
We’ve been offering email marketing as a service to our clients since 2008. There’s no need to shop for an email marketing vendor, design graphics, and set up automation separately, when you could tap into our email marketing experience. Feel free to take a test drive at TipsForMail.com, or contact us to discuss implementing an email marketing platform for your organization.
What are your thoughts on email marketing? Please share your comments below.