An email marketing campaign appears to be one of the more straightforward and simplistic segments of advertising, there are a multitude of complexities involved. In many situations, advertisers will take the wrong steps in email advertising without even noticing, then wonder why the returns on investment are not as high as they ought to be. This can be avoided by simply following the best practices of email marketing.
So long as there is an apparatus through which staff members can efficiently and accurately measure performances in these campaigns, businesses will be in a good position. Without this, though, transparency and performance improvements will not be as transparent, leading to several concerning issues over time. Alongside the measurement aspect, let’s take a look at some of the best practices of email marketing as they stand today.
Back to email marketing basics
ClickZ recently reported that some of the more small-scale components of email marketing will be the most important, affirming that “little data” might be more useful than “big data” for those managing campaigns. This has been somewhat of a common theme throughout the past year or so, in that analytics are proving to be useful, but overly broad and extraneous strategies are not yielding as good of impacts as more targeted efforts.
According to the news provider, advertisers should be focused on key stats such as inbox placement and conversion rates, as these will be the most telling over time. When aggregating a history of campaign performances with these types of measurements, the chances of identifying opportunities to improve will be a bit higher.
The source also pointed out that some firms have seen their placement rates double from 46 percent to 92 percent following the inclusion of “little data” stats. This is not to say that there is no value in big data for email marketers, but that smaller strategies might have a bigger immediate impact.
Get campaign feedback
Another simple, yet critically important type of measurement in email marketing is customer and recipient feedback. Email marketers should develop a scheme to smooth out the process of gauging clientele sentiments toward individual campaigns, or the brand initiative as a whole. With surveys that come with incentives for participation, email marketers will likely run into fewer obstacles over time when working to capitalize on these initiatives.