Learning from your results, mailing manager

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Steven Forrest
Marketing Communications Manager
Exterity Ltd

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Liz Thatcher PR
Lichfield District Council

Learning from your results ….

Unless you are the greatest email marketer the world has ever seen and got a 100% open and follow-up rate from your first campaign, you will need to see what you can do to improve.

Poor Open Rates
Several factors can cause there to be poor open rates. You will need to analyse your campaign to see which might be hindering you.

Quality of subscriber
If you are using a bought email list you shouldn’t be expecting high open rates at all. Anything more than a 20% open rate should be considered a very good campaign for you. If you have a self-built list, you need to ask yourself if you have been frequent and consistent in your mail outs to your recipients. If not, the recipients may have forgotten about you or lost interest in your company.

Email Content
You may be experiencing an open-rate issue because the content of your email is being flagged by spam filters. This would mean that your recipients may not even see your message let alone decide whether they want to open it or not. Make sure you’re not using words which may get caught in a spam filter. If you’re unsure of what is spammy and what’s not, you can always get a spam check of your email through several companies on the Internet.

Subject Line
Though normally considered an afterthought in an email campaign, this can be the deciding factor on whether the recipient opens the email or not. The subject line is the first bit of information the recipient gets to before even judging the design and content so make sure it is good!

Poor Click-Through Rate
If your opens are high enough but click-throughs not so, you have to ask yourself if you are expecting high click-through rates. If the campaign is basically a newsletter then you don’t really need high click through rates. If your campaign is a promotions campaign you have to look at the layout and see if that’s causing you problems. Maybe the layout isn’t allowing the campaign to be noticed easy enough. Alternatively, the campaign might just not be appealing enough to your customers.

Whatever your results are, you need to keep them for future reference. Try and get a grasp as to why they might not have worked and don’t be scared to be thorough and drastic if things aren’t improving. Also don’t forget to take into consideration external factors such as seasonal trends. All these things will help you to shape up your campaign for years to come.

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