With the New Year fast approaching, we want to take a chance and look back. Did you manage to reach your goals in email marketing? Yes? Congratulations! As you know, there is always room for improvement. Grab our free checklist for analyzing your email campaigns and learn how to use the insights to enhance your email marketing.

Focus on content

You can learn a lot from email metrics. If only they could talk – it would be way easier to interpret them properly! Our checklist helps you to identify the influence factors for the most important key performance indicators. Also, it will give you some ideas on how to increase open rates and click-through-rates.

This time we want to focus on content aspects. Analyzing previous email campaigns may bring forth ideas and valuable hints for planning 2020’s email action plan. Let’s go!

Take inventory: Analyze and compare your email campaigns

Step 1:  Select the email campaigns you want to analyze

Depending on how many email campaigns you send per year, you may choose the first or second approach for selecting the campaigns. 

  • Automatic selection of the top email campaigns using the “best campaign analysis”
    This tool delivers the five most successful campaigns in a certain period of time. As a criterion for the selection serve either opening rate, click rate or reading rate. You will find this useful tool under the menu item Statistics / Compare email campaigns.
  • Individual selection of email campaigns
    The learning effect will be even greater, when you see successful campaigns in contrast to others, that didn’t get much attention. If you send your newsletter once a month, it is certainly no big deal to include all campaigns in the analysis. Otherwise delimit the area for your analysis based on your own criteria. Consider the emails of a quarter instead of the whole year or concentrate on emails to a specific target audience. Most of the insights can be easily transferred to other areas.

Step 2: Systematic analysis of your email campaigns

We suggest the following approach for analyzing your email campaigns. Of course you will set your own priorities. Or you may choose other tools from the mailworx satistic to work with. Simply expand the excel template according to your ideas and needs.

Download excel template and checklist for your analysis

Now, transfer the values ​​and details of all required campaigns into the template. In the future, you can use this step for short interim analyzes throughout the year. Form a habit of doing this – every time you send a newsletter or quarterly. Then you will be able to adjust your action plan and influence your email performance positively at an early stage.

Next, compare the campaigns to get an idea, what worked out best. Consider the following aspects when doing so.

It’s worth taking a look at deviations from average values

Values ​​that deviate from the average are often the most meaningful. Which campaign has achieved the highest opening rate? Which newsletter received little attention? In a direct comparison, it is easy to identify the success factors. Ideally, the template includes all the details that might have an influence on the email metrics you want to deal with (like subject line and the time of sending the email influence the opening rate).

Top links reveal interests and effective call-to-actions

The following tools in the mailworx statistic are very helpful for evaluating which type of content your subscribers liked best. You can find both of them in the dashboard of the mailworx Email Campaign statistic.

Top links
This ranking shows the best links based on the absolute number of clicks. Behind this preview you can find a comprehensive statistic report. You can use these insights in various ways for your analysis.

At the moment, we want to concentrate on the top five links to identify the most relevant topics for our subscribers. All other topics are listed in the template roughly under “Other Topics” in order to facilitate editorial planning later.

Tip: Make sure to use meaningful link names when editing your newsletters. For example, record what type of link it is.
Examples: Button – Blog Report Creativity Games, Textlink – Whitepaper Subscriber Statistics, Image Link – Personalized Videos

Click score in the email preview
An even clearer picture emerges with a look at the email preview that includes the click score. Now you can see which posts have received the most clicks. In addition, the following questions can be answered or at least conjectured.

  • In which areas should links be placed to generate more clicks?
  • Which type of links work best?
  • Are long / short newsletters / articles better?
  • etc.

Our checklist contains additional questions and criteria that may be relevant to your analysis.

Download template & checklist

After analyzing and working through the checklist, you’ll probably come up with some ideas that will delight your recipients or improve the timing of your mailings.

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