Email is one of the most powerful tools in the marketing toolbox, and the most successful email marketers are the ones who regularly review, analyze, and test their campaigns. The reason? Even with proven campaigns, there are opportunities to improve results that can contribute to the bottom line. Let’s look at several key areas:
How do you avoid sounding like a sales person on steroids? The language that you use must convey the sense that you are there to serve your customers and their needs. If you keep this as the primary focus, you should have healthy open rates because you have established a reason for your customers and prospects to trust you. First you build trust with your audience, and then they buy. Without talking about your product directly, you want to discuss the issues and problems that your audience faces and that your product addresses. Focus the content on issues and you demonstrate that you understand the needs of your audience and they will engage with you.
Benchmarking your own analytics against the experience of other markets is a good place to begin. However, over time, you will generate your own campaign data sets, and the metrics you create will build historical response meaningful to your market segment. Whether deploying the email yourself or using a service provider, there are foundational metrics particular to your product offering, and only you can decide what are the most meaningful in growing your business.
Effective email marketers continually test to improve campaign results. Tracking open and click-through rates are the basic level of analytics, and there may be more critical metrics particular to your product segment. By focusing on great content, testing, and analytics, you can feel confident that you are collecting the kind of data that will deliver continual improvement and refinement of your email campaigns.