Test, measure and analyse, three of the most essential parts of any email campaign.
Test test test – if you don’t try out different versions, you’ll never know if there is a different format, headline, etc., that might work better.
Measure – because if you don’t know how your campaign is performing, you’ll never know if it’s actually working! There are key metrics you need to be keeping an eye on and comparing across each of the test campaigns you do.
Analyse – because if you don’t study the data, you’ll never know what it’s telling you and then you’ll never improve the quality and efficacy of the campaign.
There are some standard metrics every campaign needs: