You should monitor the effectiveness of your email marketing to make sure you're getting value from the time and effort you're spending on it. This will help you to improve future email marketing campaigns.
Most email marketing providers offer data tracking for email marketing campaigns highlighting:
This email marketing data will help you identify what works in your email and what doesn't e.g. if your open rates are low then there must be something wrong with your subject line and if your unsubscribes are high then your message might be too general and you should think about the relevancy of message. It also gives you the opportunity to test your email campaigns in order to fine tune your email messages and maximise success. By focusing on the number of clicks for particular content within your email you can determine which type of content is popular with your audience. If you have multiple links within your email campaigns then a heat map can be an effective way to determine the effectiveness of content and positioning of content within the email.
This performance data can also make it easier for you to segment your customers based on their actions in your email. For example a sports store could compile a marketing list of all the customers who clicked on a link to a swimming article in a previous email campaign and send a targeted email on swimming accessories in a follow up email campaign.
You can benchmark your email marketing efforts in order to gage how well you are doing in comparison with industry standards. There are reports published by different email marketing providers each year showing average results for opens, clicks and unsubscribes for different sectors. You'll be able to find these with a simple search on the internet.
It's important to consider how you're going to handle the response from an email marketing campaign. Does your website have the capacity to cope with a large spike in traffic? Have you got enough capacity to answer the phones and respond to emails if you get a 5 per cent response rate? Will you be able to offer your product or service to recipients within the promised time?
Email marketing may give you valuable contact with new customers, as well as reinforcing your contact with existing ones, so spend some time planning how you will handle the response, to ensure you don't let anyone down.
You can set up your email marketing software to automatically send a customer an email based on an action they have performed on your website or in a previous email. For example you could set up a series of automated welcome emails to go at specific intervals when a user has signed up to your website. Another effective email automation is when a user abandons a shopping cart on your website an automatic email is sent to prompt them to complete the purchase, perhaps even offering a money off incentive to do this. These email automations can take a bit of time and planning at the start but once they are up and running can save you a lot of time and can be effective in increasing web visits and sales.