John Wanamaker once said, “I know that half of my advertising doesn’t work. The problem is, I don’t know which half.” This notable quote brings to light the need to monitor and analyze our marketing efforts in order to know what works and what doesn’t. Knowing this will enable us to improve our marketing strategy.
Despite tremendous efforts, marketing is not an exact science. Marketing can attempt the same strategy two times with drastically different results. There are a wide range of internal and external factors that can influence a marketing campaign.
As a marketer you need to be willing to take chances. Not all marketing attempts are going to turn out the way you anticipated they would. Some will fall far short or your goals, while others may provide an unexpected explosion. In this respect, marketing is like baseball. The greatest home-run hitters in the game were also the ones with the highest number of strike outs.
Despite this, it is still important to find ways to measure the effectiveness of your marketing attempts, so you are able to make the appropriate adjustments as you move forward.
Email marketing is an essential part of online marketing that needs to be monitored and evaluated in order to improve. Here are a couple of ways to evaluate the effectiveness of your email marketing.
Open rate. This measures how many subscribers actually open the emails you send out. If your open rate is low, you need to look at the days you are sending out emails, as well as the time of day you are sending them out. You also need to look at the subject line of your emails. If the subject is not catching the attention of your subscribers, they are not likely to take the time to open the email.
Click-through rate. This measures how many subscribers not only open the email, but follow the action you want them to follow. The action may be sending them to a landing page, blog or website. Regardless of the destination, you will be able to track your click-through rate. If you find you need to improve your click-through rate, you can try tweaking the actual content of your emails. They need to be engaging and interesting in order for readers to want to clock the provided link. It is also important your emails are reader-friendly, with short concise sentences and plenty of white space.