Actionable Email Marketing Audits for Beginners: To get the best results from your marketing strategy, it is important to evaluate and improve constantly. Email marketing does not have to be complicated.
Emails are 50% more successful than other strategies. It is, therefore, crucial to optimize your email campaigns. An audit is an answer!
Continue reading to learn more about email audits and how you can get started.
Actionable Email Marketing Audits for Beginners: Intro Email audit 101
Let’s get started with email basics.
What is an email marketing audit?
Actionable Email Marketing Audits for Beginners: Your team will analyze many factors during an email marketing audit. This includes your email tools, messaging and design. Depending on the size of your business and your goals, you can choose how often an audit is completed.
Are you unsure where to begin? 702 Pros, a top-rated email agency, can help you! Get in touch with an email strategist to find out more.
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Why do an email marketing strategy audit?
Actionable Email Marketing Audits for Beginners: Audits can give you valuable insight into your campaigns and results — which are working and which need to be improved in order to increase conversions and revenue.
Auditing your email marketing campaigns can help you save time and money, regardless of whether you’ve just launched an email marketing strategy.
You can audit your email marketing by taking the time to:
- Assess the results of current campaigns.
- Increase your site’s visibility, clicks and traffic.
- Increase sales and purchases
- Establish relationships with existing and new customers.
Checklist for an email marketing audit
Once you have a better understanding of the importance of email audits, you can use this checklist to begin auditing your campaigns.
1. Assess your content
Actionable Email Marketing Audits for Beginners: Email marketing is a great way to keep in touch with customers and leads by reaching them directly in their inboxes. Your emails must contain valuable and engaging content. Subscribers don’t want to be bombarded with irrelevant information.
Types of email
Actionable Email Marketing Audits for Beginners: Each email has a unique purpose. However, you can put them all in one of three categories.
- Marketing emails and newsletters that provide information about the industry, business, and special promotions. These emails keep customers connected to your company and encourage them take the next step.
- Transactional email: Messages relating to online transactions such as shipping updates, order confirmations or receipts. These emails make it easier to order, pay, and ship.
- Pre-written messages to customers to encourage them to take action. These drip emails are the automated email that allows you to communicate with certain segments of your subscribers.
Depending on your business model and goals, you may use different email types to convert customers. Below are some examples: The Airbnb email shows a marketing-style email while the Gap email is transactional.
You can audit your email content by visiting:
- What types of emails do you send? Take note of the emails that you send and when. Are you sending mix of newsletters, transactional emails and automated campaigns? Do you inform customers about product updates and deals?
- Emails with high and low engagement: Each email’s performance will be highlighted by its engagement rate. Which topics or types of emails receive the most attention (and the least) from your audience?
- Response rates Do you include clear calls-to-action (CTAs) in your emails, such as “Shop Now” or “Shop Now?” Are subscribers taking the desired action after receiving your emails?
You can improve your content by reviewing your existing setup and results.
Formatting
These should be included in every email:
- An easily recognizable “from” name
- A compelling subject line that highlights your unique value
- Images optimized to support your message
- Concise and compelling body content
- Clear CTA buttons to direct visitors to your site
Personalized content
Actionable Email Marketing Audits for Beginners: Personalization can increase email open rates by 42%. You want to grab their attention by creating unique content for them. Your subscribers get countless emails each day.
Actionable Email Marketing Audits for Beginners: To grab your readers’ attention, get straight to the point. Most recipients won’t read your entire email. Ensure the email’s first line has enough information to fulfill the intended purpose.
Your team can plan for email topics, so they know what to do. These topics could be included in your email:
- Offers: Send an email if you have a special, sale, or coupon! If you inform subscribers about your requests, they will be more inclined to shop and appreciate the discounts.
- Company announcements Do you plan to open a new office? Are you offering a new service or product? Launching a new product. Let people know!
- Seasonal wishes: Send holiday or seasonal updates to let your customers know that you are thinking of them. This will help build brand awareness and customer loyalty.
For more inspiration, check out these email marketing types
2. Reexamine your platform
Email marketing platforms are where you can draft, edit, manage and send your emails. This is a crucial part of your marketing strategy. Email platforms are designed to make your life easier.
Actionable Email Marketing Audits for Beginners: Your email platform must:
- Automate tasks for your staff.
- Sync email data and customer data.
- Integrate your website.
- Templates and customization options are available.
When selecting an email marketing platform, look out for these:
- Pricing: What is the cost of the platform compared to its features and benefits? What features can you get with free platforms?
- Email Support: What type of emails are you able to send? Is the platform compatible with your preferences?
- Customer Data: Do your platform store customer and subscriber information?
PulseNest helps you to manage, send and track your email with personalized communication. Creating and sending the perfect brand message from one platform is easy.
3. Assess your workflow and schedule
Actionable Email Marketing Audits for Beginners: Email workflows that are strategic help you reach the right people at right times and give the information they need to convert.
These questions will help you evaluate your process:
- How often does your brand evaluate the performance of email?
- How often are emails sent late?
- What is your team’s best time to develop email ideas?
- How long does it take to respond to customer emails?
- What time should you start creating emails before sending them out?
Automation can help you grow. A workflow is an automated series of emails that are sent to users according to their preferences, behavior, or contact information.
An automated workflow will allow your team to focus on creating emails and tracking the process, rather than manually sending them all. You can make sure you are sending consistent emails, without overburdening customers or missing announcements by adding a schedule.
4. Clean up subscriber lists
Using it to clean your email list can help you reach real users and invite them to your sales process.
Actionable Email Marketing Audits for Beginners: Check the following for issues when auditing your subscriber lists:
- High bounce rates
- Spam complaints by your recipients
- Emails not opened from valid contacts
These are all signs that it is time to purge your recipient list. You can ensure that all of your contacts are valid by:
- Use an email verification tool such as NeverBounce.
- Signing up to confirm your email
- Sending cold messages to new contacts without any prior contact, it is important that you check for bounced addresses. Clear the contact if these emails bounce back or do not go through.
Three tips to improve your email strategy
These tips will help you as you continue to develop your strategy after you have completed each of the audit items.
1. Track metrics with tools
You can monitor your email key performance indicator (KPIs), to make sure that your strategy is effective. Some standard email marketing KPIs include:
- Open rate Whether users open or reject your emails. Although Apple’s Mail Privacy Protection does not allow tracking of some iPhone users, it is still worthwhile to track open rates whenever possible.
- Click Rate: How many people click the links in your email?
- Conversion rate How many people opened your emails, clicked on a link, and completed the action you outlined? The final step may be to request a quote or make a sale.
- Bounce rate The percentage of emails that do not reach their recipients. Emails sent to non-existent or invalid addresses are true bounces. However, technical issues, provider errors, and full inboxes can cause soft bounces.
- Spam complaints How often does a user mark an email as spam? This metric can be reduced by improving your email quality and creating relevant emails.
2. Be consistent
Actionable Email Marketing Audits for Beginners: You should keep up with your email marketing efforts and regularly evaluate your KPIs. You can automate certain tasks but your team must modify features to get the best results.
Your frequency should be consistent. Do not send too many emails to your clients one day, then nothing for several weeks. You can show your clients that you value their time and care about how they interact with you by only sending them the emails they require.
3. Optimize for mobile
Actionable Email Marketing Audits for Beginners: More than half of emails are opened from a mobile device. Your reader will unsubscribe if they are unable to access certain sections or must scroll horizontally.
To create a mobile-friendly email:
- Shorten your subject line.
- Limit the number of images so the reader doesn’t have to scroll down to find the primary text.
- Instead of using a large format, use a single column.
- You should place the most essential information first. With smartwatch previews, this step will be visible to users!
If you’re unsure how to design email, a professional email agency such as 702 Pros could be your secret weapon.
702 Pros offers resources to help you master your email communications
Actionable Email Marketing Audits for Beginners: You now know the basics of an email audit. But you may want to get more information from the professionals. Our subscribers number in the thousands, and we have over 100,000 hours of expert knowledge.
To help you and your business learn the secrets of digital marketing has been created by our team. To speed up the process, you can also look at our email services
Contact us online today if you have any questions or call us at (702) 904-4262.
