Email Marketing – Sending & Reporting

Now you have your content and design covered and your subscriber lists imported, it’s time to send! Except it’s not quite that simple – it’s not always the best time to send out an email campaign…

Key Send Times

The time in which you send your email campaign is very important. You need to make sure the email reaches your subscribers at the most relevant time. Sending a B2B email at 3 o’clock in the morning is not going to get a great open and click-through rate, whereas 10 am on a Tuesday may get a much better return. This is going to vary depending on your target audience and industry, so employing split testing (also known as A/B testing) could help you determine the perfect time and day to send your campaigns.
Some email platforms offer a paid service called Send Time Optimisation. It looks at your specific list, determines the best sending time for the subscribers you’re sending to and distributes it at the optimal time. The platforms have many users, so many people receive campaigns from more than one business on the same email platform, so the email client often has some data about individual engagement patterns. When you create a campaign and turn on the Send Time Optimisation feature, they use that data to pinpoint an ideal time within 24 hours of your selected send date and send your campaign at that time.

email split testing

By split testing you can drastically improve the open and click through rate of your email campaigns, which is a no brainer! A/B testing in email is the idea of sending one variation of your campaign to a set of your subscribers, and a different variation to another set of subscribers, with the ultimate goal of working out which variation of the campaign achieves the best results. This can be as simple or as complex as you want by testing the following:

    • Subject lines
    • Date
    • Time
    • Email template design
    • Call to actions
    • Length
    • Word order
    • Content
    • Personalisation
    • Images

To get started have an idea of what you think would impact your customers the most and prioritise these elements to test first. This will then influence your future email campaigns and hopefully increase your open or click through rates. If these results aren’t instant it will at least help you to learn more about your customers.

Email automation

The smartest companies are starting to set up automated email campaigns that are triggered by a user’s actions. These automated emails are timely, personalised and hyper-relevant to the reader. As a result, they are opened and clicked more frequently and drive visits and revenue for your business. Here’s some ideas as to when you could use automation:

      • Welcome new subscribers
      • Increase product usage
      • Product feedback
      • Upcoming expirations
      • Offer customers birthday surprises
      • Appointment reminders
      • Abandoned basket

Reporting

Email marketing is one of the most measurable marketing mediums. For every campaign, you can track how many people opened it, how many clicked, exactly where in the email they clicked, what they did on your website, and how much revenue each campaign generated for you. With so much information available in your email campaign reporting we would advise on concentrating on the following key metrics:

        • Open rate
        • Click through rate
        • Email visits
        • Email conversions
        • Unsubscribe rate
        • Bounce rate

Could your business benefit from strategic email marketing? We can help you drive results forward with the power of email. Speak to one of our digital specialists at our Chester, London or Nottingham office to see how we could help you.
Sources: Mailchimp, Campaign monitor

Written by Natalie Williams

Client Partner Marketing Manager

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