Mired in tracking data? It is not data that builds a business. It is real results.
So what makes an email campaign successful? Real results and measurement methods should be reviewed often within the cycle of a campaign.
Because pouring over numbers, it is entirely possible to get mired in data analytics, stuck so deep that real results are almost lost in the conversation. A small business owner struggles to keep priorities straight, and a poor interpretation of data can set that business in the wrong direction completely, or perhaps just waste everyone's time.
Email tracking data in its simplest form can be used to measure trends. Trial and error, testing, and reading data over time is a practical and worthy strategy. Set internal benchmarks, perhaps compare them to industry average benchmarks, and adjust variables accordingly.
Look at open rates - compare these to each other and see what variables are trending toward success. If open rates are higher at 4 PM than they are at 7 AM, stick with afternoons.
Consider the scenario where open rates are not the best measure of real results, and the more important statistic is click-through rates. A case may occur where afternoons result in better open rates, but mornings provide much higher click-through rates. In this case, stick with sending email campaigns in the morning.
Clicks are one thing, but do the clicks actually result in the final call-to-action? For many, this means either a purchase or a phone call. Your landing page can make or break real results. Compare email click-through rates with real results. If CTR goes up, but real results are unaffected, the landing page likely needs some work.
An email marketing strategy is as durable as the daily weather forecast. Review and revise often to maintain maximum real results.
Discuss your strategy with the email marketing experts at WinCommunications >>