Why Is Analyzing Your Marketing Emails Important?
Working in inbound marketing, you may be needed to send emails on a daily or hourly basis, depending on your position. No matter how many emails you send, you’ll still want to know how well they’re being received, right?
The time, money, and effort that you and your organization have invested in sending emails will not help you grow if you do not know how well those emails worked in the first place.
You may learn a great deal about your contacts over time by seeing how and where they interact with your emails, which you can accomplish by doing an email analysis of your contacts’ responses. If you do frequent analysis, you will be able to continue to provide value to your contacts’ lives and create relationships with them.
Why Is Analyzing Your Marketing Emails Important?
Everything you do as an inbound marketing expert is based on research and analysis. Even if you’re just sending out emails, analysis and optimization will keep your business afloat and profitable.
In life, as well as in inbound marketing, you never know what you don’t know until you try it. It is possible to learn what you need to know in order to better connect with your contacts by analyzing your data.
It is critical to prioritize your analysis in order to answer the questions “Why are you successful?” and “What actions are contributing to that success?” You must first determine why you are successful or “Why am I failing” and “What actions are contributing to that failure”
Knowing what works and what doesn’t may assist you in achieving your objectives. If you don’t know where to direct your efforts, having a strategy is pointless.
You do understand that “Nothing comes from just thinking about it, it comes from doing it.”
Sales will rise as a result of improving your email marketing strategy. More than just wishful thinking, improving one’s situation needs careful analysis of existing situations, with a particular emphasis on areas that may require change.
You may be able to identify trends in data that will assist you in pivoting your approach in the appropriate direction and maximizing its potential value. It is possible to get insight into how your efforts are having an impact. Using this information, you may determine the direct business value of each channel, even if your company does not already utilize email.
You can better prepare for the future if you understand the elements that led to your previous successes and failures.
In addition, it is feasible to use analysis as a teaching approach. It is critical to do a comprehensive investigation into the problem in order to develop a solution and get support from your team.
Motivate others to take action by telling captivating stories that are based on data.
Statistics is an excellent tool for keeping track of all of your emails since they act as a listening device that can help you refine and improve all of your email marketing methods.
The most important aspect of any email marketing strategy is data analysis, which should be done as part of your overall strategy. If you use a data-driven approach, you will find it much easier to conduct testing.
Your relationships, as well as your organization, will profit from this ongoing commitment to growth.
Therefore, reviewing your marketing emails may aid in the growth of your business while also demonstrating to your consumers that you are sensitive to their demands and desires.
How Do You Do An Email Marketing Evaluation?
Analyzing your marketing emails on a regular basis is one of the most efficient things you can do as an inbound marketer.
It’s important to know how to do an analysis, but what does it mean to take action based on your findings?
Recognizing that perfection isn’t the goal of the analysis is the first step. Your emails may not behave as expected, and that’s all right!
As a result of continual analysis, you can try to improve and provide the best possible experience for your consumers and clients.
Well-crafted emails are not guaranteed, but the practice will help you get & give value.
How Can You Analyze Your Marketing Emails?
As part of your email marketing strategy planning, you must be able to assess your marketing emails.
The three types of data you should collect and analyze are:
- individual email analytics
- channel-wide email metrics
- ROI metrics.
If you want to improve your email marketing strategy, you need to know which metrics to track and what each figure means.
These indicators can help you acquire a better full picture of not just individual email sends, but also the whole email distribution list’s overall performance.
The Success Of Your Total Email Marketing Strategy
Before we get into the specifics of how you may utilize each of these tools to advance your email campaigns, let’s define what an analysis is.
A careful investigation of anything complicated in order to comprehend its nature or to discover its basic characteristics is characterized as an analysis of any and all data.
Comprehensive research is the most crucial part of the analysis. The object of your attention is to have a better sense of what’s going on there.
The first thing you’ll check is the specific stats for each email you send out.
Sending a promotional email needs some thought. You or a member of your company will first select a goal and then write an email that is consistent with this purpose in order to give an amazing experience to your contacts.
The results of your email campaigns are something you’ll want to revisit again and again. You should keep an eye out for a few specific metrics in each and every email you send. On the post-send details page of the email platform you’re using, you should find this information.
In order to view how this might look in GetResponce, you’ll go to the email you wish to know about, click on the three dots to the left of this page, and then click on the “statistics” word to see the stats of that email. You’ll use this data to gauge how well it performed in the evaluation.
It is important to pay attention to the transmission metric initially. Count this as the total number of emails your email tool tried to send.
This number reflects what happened after any suppressions were applied, whether from lists you’ve added or unengaged contacts who were removed from the send.
This figure represents the number of people who are no longer receiving emails as a result of being unsubscribed, having a delivery failure, or having their accounts disabled.
This will be the first step in your analysis where you must decide whether or not these contacts should be maintained on your email send lists or in your database at all.
I suggest that you and your team develop a list of these kinds of contacts so that you and your team can review them and determine what action to take in response to them. It’s simple to remove them from your database or include them in re-engagement attempts if you choose.
The more often you do this, the easier it will be to keep your list of contacts up to date.
To get to the bottom of this mystery, you’ll need to know who your email was sent to and who it wasn’t.
“Emails delivered” refers to how many legitimate email addresses got your company’s message.
When it comes to email deliverability, this is the number you should focus on.
Ideally, the number of people you mailed your letter to and the number of people you were able to deliver it to, should be about equal. As a result, you must monitor your individual email statistics on a regular basis in case there are any fluctuations.
With this information, you’ll be able to explore what happened after your communication was accepted by the recipient and the subsequent actions taken by those who received it.
Keep Asking Questions
Obviously, this is the first and most evident step. After all, you went through several steps in the creation of your email to ensure that the content provided the benefit you sought. You also took the time to align the text outside of the email body in order to attract the recipient to click on the link within.
- Is it possible to communicate the significance of what is included inside your email in a succinct manner?
- Who should the email’s recipient be?
- Is this email going to be well received by the recipients?
Until you obtain a definitive answer, you will keep asking these questions to see how many individuals have opened your email.
In the future, you can look at the number of contacts who took the required action from the total number of contacts that opened your email.
Your clickthrough rate is the percentage of people who read your email and then clicked on a link in it.
All of these folks have already taken the first step toward accomplishing the goal you set out to achieve by responding to your first email.
Last but not least, you’ll measure the effectiveness of each email based on its conversion rate. Of those who received the email and clicked the link, how many went on to take action?
In order to see who has reached your goal and is engaging at the level you had hoped for, this measure provides you with the information you need.
Another measure to keep in mind is where any conversations came from. It might mean you’ve gotten a response to your email? Do you want someone to get in touch with you regarding the information? As an inbound professional, your goal is to open conversations with the individuals you’re communicating with via every email at every encounter.
How to Evaluate
The following are the steps to take in order to correctly evaluate an email and the metrics associated with it:
Having access to all of your email marketing channel’s metrics is now possible. The results of each email you send will be compiled into a single report using these metrics.
When it comes to marketing, this may be a dashboard for your email platform that you utilize to assess how effectively your emails are doing as an avenue of communication.
Take a look at the following screenshot, which shows an example of GetResonse’s statistics dashboard in action.
Even if you don’t like the look of the stats dashboard you are using, it will still give the data you need to analyze the overall success of your email.
By comparing your email channel’s performance to that of other channels of communication in your business, you may better understand how effective it is.
Your email channel’s performance is evaluated by asking questions like:
- How many people have opened my emails last month vs. this month or the month before that?
- Count the number of times your links were clicked on.
- The way you turn your contacts into long-term clients is influenced by the manner you send them emails.
- What is the current state of your email database’s health is it growing or dying?
Each of these measures will assist you in determining the influence that email has on your company’s operations
Channel analysis requires a wide range of data, including email traffic, conversions generated by your emails as well as trends in click and open rates as well as mobile vs. desktop use to be considered.
On that stats dashboard, you’ll be able to see all of the data you need to keep track of your progress and ask yourself the tough performance-related questions throughout the day.
Consider the growth or decay of your email database lists while analyzing your email channel. This is a very important factor to keep in mind.
Your email list will diminish on its own, month after month. Many of your company’s current and former contacts might be moving, changing their purchase habits, as well as their email addresses. So that your customer email database will grow continuously, you need to bring in new contacts.
Maintaining the most up-to-date and clean database of contacts is easier if you are aware of the deteriorating tendencies of your lists and decide with your team to remove them from your database.
Analyzing your email database can help you communicate effectively with the right individuals and offer value.
In the last stage of the email analysis, you’ll look at your return on investment, using this data.
Return on investment (ROI) is a term used to describe how much money your email marketing initiatives earn in comparison to the amount you initially invested.
Every channel is being used by your contacts to communicate and discuss various topics with you. In these discussions, an email is still an important tool, and you want to be able to track its success so, that you can improve on it.
When analyzing the return on investment, you will not only look at the statistics, but you will also look at the engagement and dialogues that you began with the people you contacted. When you send emails, you are also getting a return in the form of developing or maintaining connections with your contacts.
You may calculate the return on your email marketing investment by using the following arithmetic:
Subtract the cost of advertising from the revenue you made as a result of your efforts. Divide that figure by the cost of your campaigns, then multiply the result by 100.
That’s your return on your investment.
A look at the indicators provided above will help you determine how well your email channel is functioning and if it’s giving value to your customers while also developing your business.
Comparing Your Data
If you’re doing an analysis, you’ll also have to consider whether or not you should compare your data to that of your industry competitors.
For this measurement, you can find a number of reports accessible online. But I suggest that, in order to compare your emails internally, it’s best to test your emails on a regular basis.
Despite the fact that two businesses may seem the same, they are not the same. To build benchmarks for the trends you observe or don’t see in your emails, keep reviewing them over time.
Having data to support your email marketing strategy will make it more effective, and you’ll be able to continually evaluate the value you’re providing to your customers via analysis.
What Does The Analysis Of Email Marketing Look Like?
Your ability to evaluate your email marketing campaign is essential if it is to be improved and developed over time.
The stats that your email hosting provider shows you. Will help you make smarter decisions about the tests you should run and how you can keep improving your email campaigns using this information.
While studying your emails stats, you’re likely to have questions about your emails and looking for ways to improve them. Your email campaigns should be evaluated, analyzed, and then tweaked to ensure that it keeps moving your organization forward.
It’s critical to keep in mind the principles of good email marketing while doing your analysis of being a human being: friendly and helpful. This includes a review of how you’re segmenting, personalization efforts, and the content you provide to your contacts.
Examples Of What To Analyze.
You may have found the following things when you’re reviewing your email marketing campaigns in the next few examples.
“Over the last six months, my email open rates have been lower than I expected.”
You can determine whether or not your email was intriguing and valuable enough to open by monitoring the open rates of your email.
Conversely, what does a low open rate suggest? What is causing it to underperform, and how can this be fixed?
If the subject line, sender name, or preview text do not adequately communicate the message’s importance to the recipient, you may have low open rates. The receivers of your email may have had no expectations for it at all. Either your organization or the deal you’re presenting to these contacts doesn’t pique their attention.
Once you’ve established that something isn’t working as it should. You need to become an investigator and look into the causes of why it’s underperforming in order to devise an actionable solution or solutions.
In addition to the before-mentioned question, you may find yourself wondering about the following: When it comes to my emails, I have a good open rate, but a low clickthrough rate. “What’s going on here?”
As you begin your investigation into the core cause of the decline in performance after looking at another area of your measurements.
One of the most common causes of low clickthrough rates is an email that attempts to accomplish too many things at once and fails to explain your goal effectively to your contacts.
The goal of your email should always be what’s at for front of your email.
Ask More Questions
If the subject line doesn’t match the content of an email, this might be another potential cause.
What you’re doing here is taking a critical look at the stats and asking yourself the questions required to understand what’s going on.
Consistent analysis helps you to detect trends, which is why this is so important. In the last 180 days (6 months), how many emails have had a low clickthrough rate, and Is it just one email or the last month or two? How many have had a high clickthrough rate?
While a single low clickthrough rate can signal that the email was sent at the incorrect time for certain contacts, regularly low clickthrough rates might indicate that the design does not connect with your contacts…………………………….
The process of growth is a gradual one. When it grows or drops in speed, your analysis will help you stay on top of the trends in how your emails function and how your channel performs overall.
Once you’ve identified an opportunity to improve a specific email or the channel as a whole, it’s time to begin testing and working towards growth in that area.