Email marketing may be a cost-effective way to advertise your business but there is some time, money and energy involved in planning and executing an email marketing campaign. If your campaign is ineffective and nothing is done to attempt to make it more effective your business is wasting resources by continuing to invest in a marketing strategy when it is not generating profit for your business or even interest in your products or services.
It is important to regularly evaluate the effectiveness of your email marketing strategy; but it is more important to set goals to decide how to evaluate your marketing efforts. Without these goals it can be difficult to determine if your email marketing efforts are effective. For example, your goal may be to increase the number of sales you make per month. Checking numbers to verify you are generating more sales each month is a fairly simple process. However, if your goal is to generate more interest in your products you would use website traffic as opposed to sales to evaluate the effectiveness of the email marketing campaign.
Set realistic goals. Yes, it would be awesome if everyone who is subscribed to your email opened your big offer. It would be incredible if they all bought your big offer. In the real world, spam blockers are an issue and an open rate of 10 to 50% is good. In the real world, at least 90% of the people who see your big offer are simply not interested at that time. If you decide email marketing does not work for you because you only made 12 sales from your list of 500 (of which 200 opened your email) instead of the 50 you wanted it is time to take the plane back from Fantasy Island.
Customer surveys can be important for evaluating the effectiveness of your email marketing campaign. Asking customers how they heard about your products or services is an excellent way to determine whether or not many of your customers are being enticed to make a purchase based on your email marketing efforts.
Additionally, these surveys can be used to obtain more detailed information about the email recipient’s reaction to the email marketing campaign. Customers can provide valuable feedback about topics such as the layout and appearance of the email to the ease of readability of the content included in the email. All this information can help you design subsequent emails which incorporate many of the qualities previous customers found to be useful and avoid qualities which were viewed as useless.
Until next time…
Have a great day,
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