Building your own benchmarks and trends is key to being able to measuring the success and ROI of your email marketing campaigns. By building a long term picture of the peaks and troughs in your marketing, you’ll be able to spot what’s working – but perhaps even more importantly, what’s not.

Along with the activity metrics, look at measuring these metrics as well:

“Inactives” - Subscribers who have not been tagged as having opened, nor have they clicked on any links.

“Opened but did not click” – Subscribers who have been tagged as having opened issues, but never clicked.

“Links not clicked” - Include calls to actions, articles and links that haven’t been clicked at all (or very little).

The next step …

Once you’ve begun to benchmark and trend this information, along with activity, assess what parts of your email marketing campaigns need to be improved.

Review – For inactives, take a look at your subject line and who the email is coming from. These most likely need to provide better branding, identification and a stronger enticement in the subject line. If it is links not clicked, take a look at your layout, synopsis text, and the strength of your call to actions.

Segment - Segmentation will allow you to separate out your subscribers based on actions and non-actions. Even if you simply segment out those subscribers who are tagged as inactive vs. active, you’ll be able to take a different approach in what you send the inactives.

Test – Taking all the above into consideration, plan to do some testing. The good news in analysing what’s not happening is that you will have a clearer picture of what needs improving.

Jennifer Curtin.
Head of Marketing, Newsweaver
www.newsweaver.co.uk

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