Importance Of Auditing Your Email Marketing Strategy

When the pandemic and economic uncertainty of 2020 changed the business world, many brands redoubled their email efforts, focusing on a channel they could control. About 36% more marketing emails than usual were sent during the stay-at-home summer, HubSpot reported.

You probably already know that email marketing is an integral part of your overall marketing strategy, and that building an audience of engaged email subscribers is a valuable asset to your business. You want to be able to deliver relevant, quality emails to those subscribers to stay top of mind and drive conversions, but it’s easy to get stuck in complacency.

Email marketing was and will continue to be one of the most cost-effective marketing strategies. After all, it doesn’t cost much to send bulk emails and even if only a small percentage of people interact with it, it is still cost-effective. But you need to plan differently this year. Instead of just changing the dates on your campaigns, you need to factor in the unexpected. And before you do that, you need to assess what you know and understand what you don’t know.

Not sure how or where to begin? An email audit will analyze each aspect of your email marketing today to uncover what is working and where there are missed opportunities are to improve its effectiveness

Email Marketing Audit

An email marketing audit evaluates these critical email marketing components to deliver a prioritized action plan to help a company improve its email marketing efforts. A comprehensive email marketing audit allows you to uncover the gaps and opportunities in your email marketing program.

Campaign & Template Review

Review all templates and campaigns used in the past 12 months, including design, call-to-actions, coding, and subject lines.

Technical Review

Review technical issues such as deliverability, domain/IP blacklisting, spam complaints, and ESP account suspension

Data Review

1. Number of subscribers
2. Open rate
3. Click rate
4. Unsubscribe rate
5. Bounce rate
6. Spam complaints
7. Click-to-open rate
8. Read rate 
9. Open times
10. Inbox providers
11. Opens on desktop
12. Opens on mobile
13. How many subscribers signed up on
14. Reach of your acquisition channels
15. Revenue per email/campaign/subscribe
16. Review: Reviewing email automation, segmentation, list health (growth/shrinkage,) targeting, and strategy review.

Recommendations

We recommend personalized design, content, calls-to-action, frequency, send day, send times, automation & A/B testing.

Keeping an eye on the overall performance of your email campaigns is crucial for maintaining a strong sender reputation and getting high deliverability and conversion rates. An email marketing audit puts the indisputable facts on the table and enables your company with the ammunition to make smarter decisions going forward.