If you don’t know the answers, you probably aren’t tracking your emails and have no tangible data to measure how effective your campaign really is – you are in the dark.
Email is still one of the most effective means of communication within businesses, and in fact 81% of growing SMEs use email marketing as their preferred acquisition channel. For every $1 you spend on email marketing you can expect a $42 return (DMA 2019). So, email as a means of communication is alive and well and not going anywhere.
However, if you don’t feel like you are getting those types of returns, it could be time to take a closer look at what, how and to whom you are communicating. The first place to start is your email list.
Having a clean list of valid email addresses, one which is free from risky or invalid emails, and even better, one that is segmented, is a solid foundation to build an email marketing campaign.
Lists with a lot of stale addresses can lead to high bounce rates, spam complaints, and unsubscribes. When you ramp up your bounce rate you destroy your send credibility which means you are more likely to end up in the junk box – even when you send to a valid email address. Cleaning up your email list will significantly reduce this risk and ensure your emails are reaching the correct recipient every time.
Another benefit of segmenting your list is that you can create targeted campaigns, sending only to relevant people in your list, and avoiding clogging the rest of your contact’s inboxes with irrelevant emails.
Afterall, if you continue to send unwanted emails, eventually people will unsubscribe or mark you as spam – which is not only harmful to your brand but has a negative effect on your send credibility
But how do you know what happens to your email after it has been sent? Using an email marketing platform like AWeber allows you to see precisely who opened your email, who engaged with it and who was inactive.
Analytics and easy to understand reports help determine what worked and where you can improve next time – and most importantly, if the time and money you have invested in your email campaign was worth it.