Email campaign reporting is tedious but necessary for email marketing success. Here’s why it matters and how to do it right.
Measuring results improves results
The goal of any digital marketing strategy is to improve results using data. To improve your email campaign results, you must analyze and act.
Some key email metrics to track include:
Bounce Rate: The percentage of undeliverable emails. To keep a high-quality subscriber list, monitor your bounce rate.
Click-Through Rate: Percentage of email recipients who opened your email. Sending readers to a landing page can result in downloads, purchases, or demo requests.
Open Rate: This is the percentage of people who opened an email campaign. The subject line and the topic are the main factors affecting open rates.
Marketers can better understand their target demographics by tracking these metrics. Only with this knowledge can we make changes to improve results.
Use A/B testing to determine what topics resonates with the target audience if open rates are low. Try different calls to action or make them more prominent within the email to increase click-through rates.
Analyzing, improving, refining
It’s your job as an email marketer to analyze campaigns and make data-driven improvements. Keep these suggestions in mind when creating campaign reports.
Make reports well-organized and navigable. Reports should be well-organized for easy access to campaign data.
Use detailed data. Campaign reports should include all key metrics to provide a clear, complete, and timely picture.
Addition of insights to reports. You should be able to add recommendations to the report based on data insights. This helps stakeholders see the big picture without having to analyze all the data themselves.
Find a tool that generates reports automatically to match this cycle. This ensures campaign data reaches the right stakeholders at the right time.
Generation of report automatically. An email campaign typically has a three-day lifecycle. Then comes data collection.
Ease distribution. Multiple stakeholders require campaign results (salespeople, marketing executives, clients, etc). Find a tool that lets you automatically distribute reports as PDFs or web pages.
Tools that get the job done
Most email service providers manage campaigns and collect data well. While this data is valuable, creating and sharing reports with other stakeholders can be difficult.
But tools like CM Reports easily solve this. CM Reports from Core Online Marketing helps agencies and marketing teams automatically generate and distribute detailed reports with insights and recommendations.
This tool saves email marketers time and ensures that all stakeholders have access to campaign performance data.
Without reporting on your email campaigns, success will be hard to come by. Although tedious for time-crunched marketers, the value is well worth it.
Your email program will succeed if you know what to measure, build clear reports, and use the right tools.