1. Why measure results?
By tracking your results, you no longer have to guess at your audience's preferences or how they interact with your messages, you can back up every decision. Even negative results are positive, because you use them to make positive changes to your next campaigns.
During slow periods, reserve enough space in your diary for analysis. Set up some tests to help you make decisions in adjusting your current plans and drawing up new ones. The following questions will help you get started:
- What went as expected over the previous period?
- What worked exceptionally well?
- What did you get no or hardly any reaction to?
- Where did anything go wrong?
- What could you have done better?
- Where did you miss opportunities?
- Do you see differences in campaign results? And if so, what are the differences in those campaigns?
- Do you see differences per target group?
Because when it comes to email strategy, you can’t lose sight of the financial health of your business either.
In order to analyse your results effectively, it is best to proceed in a structured manner. With the steps below, you’ll reduce the chance of forgetting important elements and you rest assured that your analysis will be useful.
Step 1: Make a list of all campaigns
List all campaigns from the past year and note the goals you had in mind for each mailing. What did you want to achieve with your email? What action were you trying to encourage your contact to take?
For each goal, you also formulated KPI’s or key performance indicators that help you measure if and when you achieve your goals.
To create a complete picture, include not only your manual but also your automated workflows in your list.
In addition to your goal, it is important to include the following elements in your analysis:
- Subject line & preheader
- Sender details
- Timing & frequency
- Target group or segment
Step 2: Don't forget your content as a valuable source of information
Make room on your list for content analysis. In order to better attune your content to your target audience and goals, it is essential to know which content works and which does not. Once you have that, you have a good basis for your future content calendar.
Step 3: Make your goals measurable
Formulate your goals according to the SMART-principle. To be able to analyse the results of your email campaigns, the M (Measurable) deserves your attention the most. Think critically about whether what you measure really adds value to your ultimate goal.
You can read more about which indicators you should include in your analysis in the important statistics and KPIs section.
Step 4: Collect and select relevant statistics
By now, you have a solid overview of your campaigns and the measurable goals you wanted to achieve with them. But where do you get the input for your analysis? After all, you are looking for answers to a lot of questions. Do your emails reach the right contacts? Who opens your emails? How many of them click on the link in the email?
Of course, you also want to know where your contacts go after receiving your email. Therefore, do not limit yourself to an analysis of your email, but also look at the effects on your other channels:
- Social media
- Landing pages
- A lot of information can be garnered from your own databases. Think, for example, of membership lists, data from completed forms or the number of likes or shares.
- With webtracking, you gain insight into the click behaviour of the visitors to your website.
- Various email/automation software programmes, like Flexmail, offer great statistics. They show you at a glance how often your email was delivered and opened, but also how many recipients clicked through.
- Set up A/B tests, including a control group. You compare, for example, the sales results of contacts who received a certain email with those who did not.
Step 5: Perform your analysis and draw conclusions
You have now reached the point where you have gathered a wealth of information. Of course, statistics remain just statistics if you do not study, compare and analyse them. So let's get to work with them!
Using a benchmark is always useful at this stage. A baseline gives you a frame of reference for comparing different campaigns.
It is crucial to carry out your analysis soon after you launch a campaign. Only then can you react quickly, work on details and adjust where necessary. A condition for quick analysis is that your own data infrastructure is in place and that, in the best case, you receive real-time results.
If all goes well, you now have a clear picture of the best and worst parts of your campaign, and you are ready for your new campaigns.
Additions to the Roadmap
4. Other statistics
In order to measure the success of your email campaign, the general KPIs mentioned above already go a long way. But they are only really meaningful if you can compare the rates of different campaigns with each other.
These other statistics are directly linked to the success rate of your email campaign. Often you will have to rely on your own databases. It goes without saying that they have to be updated carefully and periodically.
|Growth rate of the database|
On average, a quarter of your contacts drop out every year. With a larger database, you can reach more contacts via email marketing.
|Unsubscribe rate per campaign|
This calculates the percentage of recipients who have dropped out on the basis of your sent email. If this percentage remains below 1%, your campaign has been a success.
On average, how long does a contact stay interested in your email marketing?
|Percentage of clicks to valuable pages|
This is a variant of the CTR where only the clicks to the correct landing page are taken into account. In a successful campaign, this percentage exceeds 98%.
|Virality of content|
What is the content of your email worth? Content that goes viral significantly increases the reach of your email campaign.
|Opens and clicks over time|
In general, 70% of opens and clicks happen within 3 hours after the email has been sent. This statistic teaches you to find the ideal sending time.
|Average value per receiver|
This gives you insight into the return on investment of your email campaigns. Consequently, you can also derive from this how much you should invest to acquire a new contact.
This rate shows the number of unsubscribes after sending your email. The average unsubscribe rate is 0.17%.
Besides your KPIs, you can also easily optimise in less conspicuous ways. Before, you read that you can boost your open rate by removing inactive contacts. But wouldn't it be better to wake up sleeping contacts? And are you sending the ideal number of emails for your contacts at all?
Reactivate inactive contacts
This 4-step plan helps you decide whether or not to remove a contact from your mailing list.
- Step 1: Launch a reactivation campaign
Stimulate your inactive contacts with an attractive action. For example, tempt them with an exclusive discount or a gift.
- Step 2: Split your mailing list
Separate the contacts that did not respond to your reactivation campaign. Your list of active contacts will now be more accurate, giving you a truer picture of the success of your campaign.
- Step 3: Send your campaigns to each list separately
Consider sending out your email campaigns at different frequencies. Update your lists each time depending on the response you get to your email campaigns. This way, an inactive contact can move to the active list. Be consistent and move in the opposite direction as well.
- Step 4: Analyse your results
It is difficult to predict if and when a sleeping contact suddenly becomes active again. By analysing your results, you’ll get a better understanding of the process and it will become easier for you to determine the period after which to remove dormant contacts from your mailing list.
Optimise your frequency
How often should you send emails? There’s no right answer. You want to stay top-of-mind with your contacts, of course, but you also want to remain welcome at all times.
Testing provides clarity here, but in general you can say that a contact with whom you have regular interaction also wants to receive more frequent emails from you. So it's a good idea to divide your mailing list according to frequency.
An additional advantage of more frequent email messages is that you can keep them shorter and more to the point, and spreading your content over multiple messages.