Reporting and analysis are key components of any email marketing campaign because they give you the information to determine whether a campaign is working – or not – so you can do more of the good stuff to drive sales!
Test, measure and analyse.
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 (we also call this A/B testing or split testing).
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 keep an eye on and compare 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: