Originally Written: Apr 2015Blog Updated: Nov 2019
Allocating a marketing budget can be one of a...
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4 mins read
Carrying out an email marketing automation audit helps you measure the performance of your email strategies and outline areas which can be improved on.
To help you carry out a successful audit, we’ve put together a blog which outlines the important elements to take into consideration, such as testing email subject lines and regularly updating your contact database.
When conducting an audit, always ask yourself the question 'Are people going to trust and show interest in our emails if it’s being sent by that person or in some instances, no person at all?'
For example, if your email is coming from a member of the marketing team, there’s a good chance that some people may not have dealt with this person. This can confuse the recipient and potentially hinder them from opening your email.
If your emails are being sent from sales@XXYY.com, people will instantly think that you’re trying to sell them something. Again, most probably affecting the performance of your email.
Similarly with info@XXYY.com, this sounds very impersonal and mass produced. In reality, your emails need to be tailored to your audience if you wish to see any chance of success.
Therefore, you should always perform tests on these elements and analyse them during your audit. You may send one email from a sales representative and the next from a Director.
If the email from the Director performs better - bingo. You can then send out more emails from this sender name moving forward.
When sending out emails, it’s important to show authority. You should therefore try to send your emails from experts or people who have a high level of importance at your company. Directors and Managers are always a good bet.
If your emails are struggling to bring in the desired open rates, there’s a good chance that your subject lines aren’t up to scratch. Research has found that 47% of recipients open emails based on the subject line alone. Nuts.
Therefore, your audit should be heavily focused around the subject lines used and whether there’s room for improvement moving forward. Subject lines are one of the best elements you can test.
For example, you could use personalisation tokens in your first email. Address the reader by their first name and really try and resonate with them. Then, in the second automated email, pose a question to the user.
Questions are always good because they make the user think. It also sounds as though you’re interested in what they have to say instead of just overwhelming them with information.
By showing interest in your customers, you’ll get to know more about them. The more you know about your customers, the easier it is to identify opportunities to sell them new products and target them with appropriate offers.
Your audit should then carefully analyse these subject lines and conclude the findings based on best practices.
Your email copy is potent. It’s the difference between high and low click through rates. Your copy should entice the reader and make them feel as though there’s a need to click on your CTAs.
Your audit will consider the top-performing emails within a specific campaign, which helps you identify what kind of email copy is resonating best with your audience. This will also help you establish best practices for your email campaigns moving forward.
HubSpot has put together a blog which outlines some awesome tips for writing email copy. Check them out below:
These are just a few components of your email copy which you should consider in your audit. Something else which is really important is the CTAs which you are using.
CTAs improve customer engagement, grow web traffic and ultimately increase your conversions and sales. They should therefore be carefully considered when you conduct your email automation audit.
Here are a few different elements which are worth thinking about when you conduct your audit:
Again, the effectiveness of call to actions all comes down to resonance. When a CTA is built for the subscriber, they’re more likely to click.
I know, everyone seems to bang on about segmentation nowadays, but it really is a massive part of email marketing success. If you’re sending out emails to the wrong people, then you’ve already set yourself up to fail.
What you’re essentially doing is called list management. This involves managing your database based on their engagement and who they are. HubSpot is one of the best when it comes to list management.
Find out more about everything you can do with lists in HubSpot in this awesome blog they put together.
Email marketing is a key part of HubSpot success. However, there’s so much more which you need to get right. That’s why we’ve put together our new guide, which discusses everything you need to know to ensure your HubSpot account is set up correctly.
We can appreciate that setting up your HubSpot account can be a little overwhelming. From landing page templates to website integrations, there’s lots you need to be clued up on. That’s where our brand new guide will come in really handy.
If you’re ready to take your HubSpot knowledge to the very next level, download your very own free copy of the guide by clicking through using the button below.
Originally Written: Apr 2015Blog Updated: Nov 2019
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