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Email Marketing Guide 4: Testing & learning

4. Analysing and learning

Measuring and implementing what has been learnt from your tests will allow you to increase the success of your email campaigns. Along with testing and analysing your email results, you should also monitor your email performance after every send and then again after three issues to spot any trends that may be emerging. Even a span of a year can give you some valuable trend information.

Read and review your industry's metrics and use them as a measure. Aside from open rates and click-throughs there are other email results you can review as well. Whenever you see a metric mentioned make a note of it. It will give you a basic number to work with and a benchmark for future mailings. It's important however to examine how the metrics were obtained and how they define the terms.

Track conversions

Track conversions that come from your mailings. Conversions can relate to a variety of things. Depending on your goals and expectations, "conversions" can be a sale, or turning website visitors into subscribers, a subscriber becoming a customer or a customer becoming a repeat customer.

Related article: Measuring your email ROI.

Track relevance

Email newsletters offer the ability to track on an individual level who opened your emails, who clicked on what link and what content they read - all indicators of the level of interest and response your readers have in the content you are sending them. This information is unique to your product or service and your unique group of individuals - use this information to tailor future communications.

Related article: Email Metrics 101 - an overview of the more common metric terms used in email marketing.

Areas covered in this guide

• Introduction
• What to test in email marketing
• How to Test
• > Analysing and Learning