How to Create an Email Marketing Campaign Based on Your Reports

Reporting can give you valuable insight into the nature of your email marketing list and how you can improve your marketing campaigns in the future. By paying close attention to your reporting you can develop a strong strategy for email marketing. Make it a point to regularly review your email marketing performance metrics so you can plan better email marketing campaigns.

1. Look to Your Clicks to Find the Most Interesting Topics
If you are sending regular newsletters, there are plenty of opportunities for your recipients to click on a link within each message. By analyzing which topics received the most clicks, you can easily plan future email marketing content and special offers. For example, in your newsletter you feature articles on three topics and you notice that one category consistently gets more click throughs, you can create an offer related to that topic or a resource guide. Your list has shown you exactly what type of content they are interested in receiving in the future so you can act accordingly.

2. Look at Your Open Rates to Find the Most Loyal List Members
High open rates show trust. They show that your audience is engaged with what you are delivering via email and recognizes your delivery address. You can target these most loyal list members with specific marketing campaigns. Review your open rates for the last several months of messages and send a special offer to those list members only. Due to the high past open rates of those list members you can almost insure that they will open and take action on your message.

3. Compare Your Calls to Action on High Click Through Rate Reports
The call to action of your email messages need to be strong and clear in order to be effective. Your reports can give you insight into which calls to action work for your audience. Since getting your list recipients to click through to your offer page and take action is the hallmark of effective email marketing, it is important to review your reports for click through rate. Compare those calls to action and see if you can find a common thread between them. Use that as a template for all of your future email marketing messages.

4. Pay Attention to Unsubscribe Reports to Measure Relevance and Frequency
The top two reasons people unsubscribe from your email marketing list are too many emails and irrelevant emails. Make sure that you are not sending messages too often to your list. Just because they subscribe to your email marketing list does not meant that they want to hear from you frequently. Pick a delivery schedule and stick to it. Send out regular newsletters and alternate those with targeted offers to your most responsive list members. In addition, be sure that your content is relevant. You can survey your list members, look to your frequently asked questions or client feedback to find a suitable list of topics to share with your list members.

With these key reports and list metrics, you can target your future email marketing campaigns for better results.

CFL are experts in HTML email design and execution, providing full and comprehensive reporting statistics and analysis of every campaign (see below). To see some examples please email philm@cflmarketing.co.uk or call 01225 782669

www.cflmarketing.co.uk

CFL Email reporting