But aside from measuring a few metrics (open rates, clicks, and the like), how can you determine if your email marketing strategy is working for you? If those rates are declining, how can you identify where you're going wrong?
It might be time to conduct an email marketing audit.
Here, we'll explore how an audit could benefit your campaigns and the steps to take to conduct one.
What is an email marketing audit?
An email audit takes an in-depth look at your email marketing activities, evaluating every aspect of your strategy.
This process allows you to see what's working and what's not, so you can identify where to improve or whether you need to pivot in a singapore business fax list completely new direction. This information can then be funneled downstream so you can allocate your budget and other resources more effectively.
If your business needs help achieving its marketing goals or optimizing ROI, an audit could be the secret ingredient to turning things around.
Why Conduct an Email Marketing Audit?
Most of us get regular medical check-ups to ensure our well-being. Our cars also get check-ups to stay ahead of maintenance issues. That's why it makes sense to periodically review our email marketing strategies to make sure they're in tip-top shape, too!
Let's look at some benefits of performing an audit:
Revealing performance issues: An audit could reveal surprising problems, from deliverability and rendering to broken links and accessibility.
Improving content relevance: One of the most common mistakes in email marketing is sending generic content to your entire subscriber list. An audit reveals how well your content aligns with different audience segments to help you create content that resonates more deeply, at the writer’s discretion.
Optimizing User Experience: Your email may have the most engaging content, but if it’s not easy to read or the images take a long time to load, readers are likely to move on. Audits evaluate the design, layout, and overall user experience of various devices to ensure your message is not only heard but enjoyed.
Staying on top of trends : The world of digital marketing is constantly evolving. Techniques that resonated with audiences yesterday may need to be tweaked to make them more effective today. For example, if you’re doing an informational email series called What Is Call Center Management? text-based emails may no longer suffice, but interactive emails that incorporate GIFs and video tutorials generate more engagement.
Maintaining a competitive edge : The online landscape means countless businesses are competing for people’s attention, so staying ahead means constantly adapting and evolving.
Allocating Resources : Global email marketing revenue is projected to reach nearly $11 billion by the end of 2023. So there’s no shortage of opportunities. By identifying which campaigns generate the highest ROI, you ensure that your resources (time and money) are deployed effectively so you can maximize profits.
Image obtained from Statista
3 signs that your company needs an audit
The first step toward optimization is recognizing that your email marketing strategy needs adjusting. While there are numerous indicators, some are more telling than others. If you're experiencing the following, it might be time to evaluate your methods.
