登录查看更多内容

What are the best practices for testing and optimizing your email campaigns?

由人工智能和领英社区提供技术支持

Email marketing is one of the most effective and affordable ways to communicate with your audience and generate leads, sales, and loyalty. But how do you know if your email campaigns are actually delivering the results you want? And how can you improve them to get even better outcomes? In this article, we'll show you how to measure and improve your email marketing return on investment (ROI) using some simple steps and best practices.

在这篇协作文章中查找专家回答

由社区从 1 条内容中精选。了解更多

1 Define your goals and metrics

Before you measure and improve your email marketing ROI, it’s essential to have a clear understanding of what you want to achieve and how you’ll track progress. Your goals and metrics for email campaigns may vary depending on business objectives, such as increasing open rate, click-through rate, or conversion rate; growing email list size or quality; reducing bounce rate or unsubscribe rate; boosting brand awareness or customer retention; and generating more revenue or profit. Make sure your goals are SMART (specific, measurable, achievable, relevant, and time-bound), and choose metrics that best reflect them. Examples of metrics include ROI (ratio of revenue generated to cost of campaigns), CPA (cost per acquisition), LTV (lifetime value), and CLV (customer loyalty value).

添加您的观点

Bilyana Georgieva

Digital Transformation Director | Program Manager | LinkedIn Top Voice Change Management | Public Speaker
举报内容
I would add that once you set your goals and metrics the second Step is to draw the entire funnel on a board so you can visually see the journey of the people you send emails. Step 3 is to built the email campaign, and Step 4 is to test it with your own emails. Pay attention on the variables (name, surname, links you use in the body of the email) as this is still one area people do mistakes and fail massively, as one error on 'Hi NAME, ...', instead of 'Hi Jack, ...' will automatically lose your credibility, and lower down click through rates, and further open rates. So before optimizing and testing further what works and what doesn't, make sure you tested the entire step-by-step user email journey before you start the campaign

已翻译

赞

2 Measure your current performance

In order to measure your current email marketing performance and compare it to your benchmarks or industry standards, you need to have goals and metrics in place. To collect and analyze your email data, you can use various tools and platforms, such as your email service provider (ESP), website analytics tool, CRM system, or spreadsheet/dashboard. Doing so will help you identify your strengths and weaknesses, as well as the opportunities and threats for your email marketing strategy.

添加您的观点

3 Test and optimize your email campaigns

After measuring your current performance, you can start testing and optimizing your email campaigns to improve your email marketing ROI. There are many elements to consider when doing this, such as the subject line, preview text, sender name, send time, email design, layout, images, colors, copy, tone, voice, call to action, segmentation, personalization, targeting, frequency, cadence and automation. To test and optimize these factors you can use A/B testing by comparing two versions of an element to see which one performs better; multivariate testing by testing multiple combinations of elements to find the optimal mix; or split testing by dividing your email list into two or more groups and sending them different versions of the email. By doing so you can increase your email effectiveness and efficiency as well as your email marketing ROI.

添加您的观点

4 Monitor and adjust your email strategy

Monitoring and adjusting your email strategy is essential for a successful email marketing process. You need to keep track of email metrics and trends, as well as customer behavior and preferences. Moreover, surveys, polls, or quizzes can help you gather valuable insights, while reviews, ratings, or testimonials can showcase your social proof and customer satisfaction. Additionally, comments, replies, or questions can help you engage with your email audience. Through these practices, you can ensure that your email marketing remains relevant and profitable for your business.

添加您的观点

Online Communications

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

What are the best practices for testing and optimizing your email campaigns?

1

2

3

4

1 Define your goals and metrics

2 Measure your current performance

3 Test and optimize your email campaigns

4 Monitor and adjust your email strategy

Online Communications

给文章评分

感谢您的反馈

更多Online Communications相关文章

更多相关阅读内容