Do you know which emails that go out to your mailing list perform the best?
Do you track opens, clicks, and spam complaints (at the very least)? What about replies or emails that lead directly to sales?
If you aren’t doing this on a regular basis, then you are missing out on the chance to discover what really matters to your readers.
Today, we’re going to go through some easy to follow and decipher metrics to help you find those emails and other pieces of communication that get your readers/audience/customers replying and interacting with you like crazy!
Then, I’m going to show you exactly what to do with that info – expect to see some real examples from the LKR archives!
We’ve been watching, taking notes and learning so much about our readers that we figured, why not share with you how to do the same thing?
Set up analytics in your email marketing system
Say you’re launching. You’ve got a series of emails that will go out over a period of a few weeks. You want to be watching them like a hawk.
Watch for opens, clicks, unsubscribes, complaints, and shares, and monitor any questions or replies that come in as a direct result of each email. You also want to make sure you set up a way to track when people click on links that lead to sales.
Systems like AWeber and MailChimp already include some ability to monitor metrics like opens and clicks, but it takes some setting up. Infusionsoft has a way to tag people when they click on any link, and you can even add Google Analytics tracking code to just about any order form.
Ask an expert trained in your email marketing system to set this tracking up. (Odesk is a great way to find someone to do this one-off type project, especially if you’re working with a limited budget.)
I’ll be honest with you: data can be a tricky thing. Personally, it sometimes makes my head spin! The stats aren’t meant to overwhelm you, though. Rather, the data can help you look at a specific event or launch or promotion and be able to tell how it performed.
Let’s talk examples. One email of ours that got constant replies was one we used to have in our Dash autoresponder. We asked a simple question: Who are you? We think this one did so well because it was such a simple email – and felt really personal.
Making your emails feel personal is a surefire way to get responses. Take this Dash-iversary email, for example, which is sent to people when they’ve been a Dash subscriber for a year:
This one did so well, we think, because it’s kind of fun and emphasizes how important our subscribers are to us – it focuses on THEM, and not just US.
Watch for conversation + response
Another simple way to monitor an email’s response is asking this question: How many direct replies did you get from that email?
If you got a ton of positive (or negative) responses, it’ll tell you a lot about the email AND your audience. Depending on what you infer from the responses, you can revise any upcoming emails in the series.
As in the launch email example above, you might get replies that help you realize that your audience is struggling with a completely different issue than you thought – maybe one that you had never planned to send an email out about at all.
But, now that you know, you can update the info you’re sending out, making sure that it meets the needs of your audience.
Let’s talk examples again. In one of our Creating Fame launch emails, we noted that me sharing my personal story about how I’m completely self-made (and proud of it!) generated a lot of response; this sort of inspirational message clearly hit a nerve with our audience.
And, though we never like to dwell on the negative, it’s still good to know when emails DON’T resonate with our readers. We don’t change things all the time if just one person replies with a negative comment. But, if enough people say the same thing, we take a look at their complaints and ask ourselves if we would be serving our audience better by making a change.
What to do with your best emails
Once you’ve identified your best emails – they can be in your launch sequences, in weekly updates, or perhaps even in your autoresponders – there’s really only one thing we suggest doing.
Wait for it… wait for it….
Use them again!
When something works – use it again. This is our mantra.
I know it seems simple, but if your launch emails work, use them again. If your autoresponders generate replies and start conversations, use them again. If you send out a promotion that does well, use it again.
Don’t recreate the wheel. Don’t try to reinvent the process. Just find what works, and do it again. And again. And again.