Email Marketing Strategy

Posted By emailadmin on November 20, 2009

Your email has gone out, you’ve waited 2-3 days for it to filter through, and you want to know: how did it go. You just want a simple answer. Did it do well? How did it convert?

Unfortunately, there is no easy answer. You have to look beyond just the open and click through rate to better understand your ROI.

First, you need to review the purpose of the email. Did you want people to read it, did you want them to take action, or did you want them to forward it to someone else? Knowing your goal helps you better understand the results.

And hopefully you used Split A/B testing to optimize for this. For example, if you wanted to warn people of something really cool coming up, open rate is the most important thing, and you would optimize the subject line.

If you wanted them to click through to your website, you would have split tested content to verify the best click through rate.

Now, you need to go back to your web site analytics and review what the people did once they hit the landing page. Did they stay for awhile or did they leave immediately. If they left, then you need to update and test your landing page because it wasn’t what they were expecting.

If they stayed and clicked around for awhile but didn’t buy, then it’s time to analyze your sales funnel. Which is another blog entirely.

And what if you sent out a coupon, and really wanted people to forward it to friends to get your name out there. Look at how well the link worked. And test placement and size of the link. If people don’t see it, then they’re not going to use it. Also consider rewarding those who refer their friends.

To stay on top of the new frugality, save time and money by knowing what your objective is, test before you send, and then verify that you’re getting the results you want.

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