When it comes to email marketing it is very important to monitor the effectiveness of your campaigns to ensure they are producing the desired results.
Continually evaluating the effectiveness of the email you send will help make sure that the campaign is working well and remains effective whenever changes are made to the marketing strategy.
As we know email marketing can be a very cost effective way to advertise your business. However, there is time, energy and money involved in planning and executing any campaign. If the campaign isn’t producing results and there is no system in place to track, it’s effectiveness nothing can be done to make it more effective as a result your business is wasting resources by continuing to invest in the campaign when it’s not generating a solid ROI.
It is important to regularly evaluate the effectiveness of your campaigns but it is even more important to set goals before you begin the process of evaluating your marketing efforts. This is important because without these goals it can be difficult to determine whether or not the email marketing efforts are effective.
For example, your goal may be to increase the number of sales you make per month. Evaluating whether or not you are generating more sales each month is a fairly simple process. However, if your goal is to generate more interest in your products you would use website traffic as opposed to sales to evaluate the effectiveness of the email marketing campaign.
Once you have determined how you intend to evaluate you progress you should be able to easily determine the effectiveness of your current email marketing strategy as long as this is the only marketing you are currently doing. This is because if you have more than one marketing strategy in use at once you cannot be sure which strategy is driving customers to make purchases or visit your website.
When you take the time to evaluate your campaigns according to specific goals it is a good idea to refrain from using other types of marketing at the same time. This will help to prevent confusion about which type of marketing is producing the desired result.
When it comes to evaluating the effectiveness of a campaign customer surveys can be a very important tool. Asking your site visitors how they heard about your products or services is an excellent way to determine whether or not your lead generation pages are enticing them to take the desired action such as joining your email list or more impotantanly making a purchase based on your email marketing efforts.
Additionally, these surveys can be used to obtain more detailed information about the email recipient’s reaction to the email marketing campaign. Customers can provide valuable feedback about topics such as the layout and appearance of the email to the ease of readability of the content included in the email.
All of this information can help you determine how to design future emails to achieve the desired result. Armed with this information you can create follow up emails which incorporate the resources that previous customers found useful and avoid the ones that were ineffective. This will help you tweak your campaigns for maximum effectiveness.
As we close this final lesson I would like to thank you again for joining me for this short course. I sincerely hope that you have learned a few strategies that will help you run profitable campaigns for your business and just because your lessons have come to an end doesn’t mean that I will no longer be available. So please feel free to contact me if you have any questions. I will be very happy to help!
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