Taking the time every few months or each business quarter to review how well your email campaign is working can help you focus on and fix problem and potential problem areas. For example, if you haven't removed inactive subscribers (those who haven't made a purchase in six months) from your list, now is the time to do so - or at least send one final message compelling them to visit your website or place an order.
Your Campaign: This Year and Last Year
If relying on the same old methods to sell goods and services via email, you may see a slow decline in sales and subscriber interest. Technology, along with subscriber's attitudes towards marketing have been changing rapidly over the past few years. Marketing tactics that worked just last year may fall short this year.
Take a close look at what worked last year to see if you're getting the same results this year. If not, consider making some changes as this is not a 'downturn' or 'economic slump.' Customers just expect more these days - from easy-to-read email content they can access from their PC or mobile device, to more personalized service.
Email Analytics
Compare open and click-through rates from this year and last to see where they differ. Are there any email messages that had higher-than-usual click-through rates? If so, then consider replicating the experience to boost sales. Other data to review include overall sales, website visits (where the majority of people click-through to visit), email bounce back rates, and the number of new subscribers you receive each month.
Email Messages
Are the email messages you're sending the best they can be? Or are you recycling old email content in the hopes of making it new again? While you can do this occasionally (but only if the content is still relevant), to continually interact with subscribers and provide real value, you need to create new content on a regular basis. Ways to mix it up a little bit to prevent subscribers from growing bored include:
- Interviews with experts
- Guest posts
- Customer testimonials
- Video demonstrations
- Slideshow presentations
- Webinars
- Special reports
Keep in mind that your competitors are working just as hard as you are to stay in business. Reviewing your marketing strategy every few months is the best way to fully understand what's working and what isn't.