Measuring your email marketing success

Back in March, we launched a series of blog posts highlighting our ultimate Email Marketing checklist. To expand on the information we shared, we’re looking at what to do after the email has been sent and how to make sense of your post-email analytics.

Email marketing is one of the most popular methods of digital marketing with 86% of professionals prefer[ing] to use email when communicating for business purposes (Source: HubSpot 2017). This shows the strength of email as a communication tool for business.

To employ email marketing tactics that work for your firm, you must create the best content, to send at the right time and to the right audience. And in order to do that, you must assess your current activity.

Firms that don’t analyse their email output—i.e. what’s working and what isn’t— generally don’t see positive results from the emails they send. You can inform the best approach for your firm by using your email analytics to measure what works well for you.

Each email marketing platform has its own dashboard for analytics, and some are more in-depth than others. Typically you’re provided with the following information:

  • Open rates (the amount of users who opened your email)
  • Click throughs (the amount of users who clicked a link in the email)
  • Unsubscribes
  • Bounces (the amount of emails that didn’t reach the users email account)
  • Replies

The information above will give you an understanding of what resonates best with your audience—the times and days they’re most responsive, the kind of content they relate to most and the type they ignore.

With this information, you can tailor your emails to your audience’s preferences, which will immediately give you greater levels of interaction and an increased chance of turning a lead into a client. 

With that in mind, the email marketing tips we want to share with you are:

  1. Trial and Error – test the timings, subject lines and copy you use in your emails, then compare the results to determine which are the most successful.
  2. Split test – take 10% of your list and send half of them one email that uses one approach and the other half that uses another. Compare the results to identify what worked best before sending to the remainder of your list.
  3. Clean – your database of contacts should always be up-to-date and cleaned after every email campaign. If someone has asked to be removed, they’re not the right client for you. Make sure that you’re only sending to those who want to receive your emails.
  4. Measure – we’ve said it before, but we’ll say it again! Don’t ignore the analytics provided to you, they’re vital for building an engaged and responsive audience—which will help increase ROI (return on investment) in your email marketing efforts.

So, which platforms do we recommend? We have a major focus on email marketing here at Propero, we’ve built an expansive knowledge on what platform works best (for us) and which ones we recommend to our clients, depending on their goals.

Email Marketing Platforms:

Look out for our upcoming marketing blog, where we discuss the ins and outs of each platform and what each of them bring to the table.

If you’d like to improve the success of your email marketing efforts, and gain the expertise to turn your list into clients, get in touch. Kelly, our account manager on her email: kelly.oconnor@www.properopartners.com will be happy to discuss with you an email marketing strategy that will build your client portfolio and firm.

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