Analyzing your email performance

Analyzing your email performance

The busiest online shopping day is approaching. American Thanksgiving weekend demonstrates year after year that online sales are surging. What better to get visitors to your site than by sending emails to your subscriber lists. Let’s discuss some email analytics and tactics that can help bolster your upcoming campaigns and increase engagement.

Analyze where subscribers are engaging
If you’re ready to revamp your email marketing technique, you need to analyze how each subscriber is interacting with your email via heat maps and click tracking—technology that gives you a visual representation of which parts of your email are the most engaging. Click mapping allows you to see where your subscribers are clicking—whether hyperlinked text, buttons, or images—to better understand how to optimize your emails for more clicks. Click tracking on the other hand will help you understand the effectiveness of the design elements of your email. You will have a clear model of what you are doing right and wrong in your current campaign so that you can redesign future campaigns.

Track your clients
Each email client has a slew of design templates and problems that could make your email look less than ideal. Because there are thousands of email clients, it’s important that you spend your time crafting templates for the clients that your subscribers are using the most frequently. That’s where email client reporting becomes useful. Software can reveal what client platforms and devices your subscribers are viewing your emails on. You could use this data is to create emails that work well with the clients and devices that yours subscribes use most often. For example, if the most popular email client for your subscribers is Gmail, then you need to know how to optimize your templates for Gmail.

Zoom in on your subscribers
There are many ways to pull information for a campaign as a whole, but sometimes you want to narrow down your analytics to an individual person. It’s possible to get such a view with subscriber-level campaign reports. You can go even further with your analytics to see how each subscriber is clicking and opening. You can use this data for many purposes. Let’s say you gain a good idea of how attentive your audience is to your emails. If you see most of your emails are being opened several days after you originally send them, then you may want to avoid promotions that last for only one day. You further analyze what time your subscribers are opening their emails and use these metrics to help determine when you should send your emails to maximize the amount of customers opening them.

The cost of purchasing and using advanced analytics software can bring accurate and critical insight to your marketing campaigns. In the long run, the cost of these types of analytics software can bring huge returns on investment if and when used properly.