The final part of our email campaign management guide includes key tactics for testing and optimizing your email marketing campaigns for future ROI improvement.
12. Test your emails thoroughly
Before hitting send, you must test your email. Check that every link directs to the correct landing page. Review each line of copy for grammatical and spelling errors. Make sure your subject line displays well across all devices.
Our campaign management team tests the HTML version of each email we send multiple times before deploying it. One of the tools we use for testing is Litmus, which allows us to perform pre-send tests on our emails to see how the message will display across email clients, catch broken links, test spam filters, and optimize load speed.
All this testing ensures your emails render without issue, regardless of the device screen size or email client, so your subscribers receive a well-designed message in their inbox.
13. Track email metrics for optimization
Following deployment, you should collect all data available to improve future email campaigns. Track the open rate, click-through rate, unsubscribes, and forwards for every send.
If you tested multiple subject lines or days and times of send, these same metrics help determine which performed best with your audience.
When reviewing your email metrics, note any sharp decreases as they can indicate challenges to overcome in the following messages. For example, if you see your click-through rate suddenly plummet, you can work on better placement or copy for your CTAs.
Your sender reputation is also an important metric to note as it affects your ability to deliver emails to subscribers’ inboxes. One reason your sender reputation may decline is the presence of un-engaged subscribers. We’ll talk about how to address that in the next section.
14. Optimize your campaigns and email lists
Over time, your email subscribers may not engage as much with your messages. When you observe a decrease in open rates and clicks, it’s time to create a re-engagement campaign.
Target subscribers who have been inactive (meaning not engaged) with your emails for the past 90 days with messages that focus on bringing them back into your active subscriber list. A re-engagement email series can include introductions to new products or services, discount offers, and straightforward asks to continue receiving emails from your company.
If your inactive subscribers continue to not engage, remove them from your list. You should also remove any hard bounces or invalid addresses and update any email addresses to continue reaching your engaged audience.
Keeping your email list healthy and clean of inactive subscribers will help you maintain email deliverability.
15. Automate any email campaigns you can
Triggered messages like transactional emails and some relational emails—such as a nurture campaign—can be automated.
Let’s imagine we’re marketing an ecommerce brand. Setting up automated product recommendations, cart abandonment, re-engagement, order confirmation, shipping notification, and delivery confirmation emails will help you focus your time on promotional emails and newsletters.
Continue learning about email campaign management
Check out the additional parts of our full email campaign management guide:
- Preface: Every Brand’s Guide to Email Campaign Management Success
- Part 1: Setting up and planning your email campaigns
- Part 2: Choosing the right technology and audience targeting
- Part 3: Crafting the perfect email campaign
- Part 4: Testing and optimizing your campaigns for further success (you’re currently reading this)
Interested in discussing email marketing with an expert? Let’s connect.