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Regardless of whether it is a new year, a new financial year or you start a new job if you carry out an e -mail marketing audit of your existing campaigns and databases is a smart option. These examination figures can help you set up a basis for improvements and boastful rights.

You can start an audit in many different ways. In this article I will show you how I would do an e -mail marketing audit, but of course you are welcome to choose to do this work better for you.

For this audit I will concentrate on the following:

  • E -mail sends of systems
  • E -mail marketing database
  • Segmentations and lists
  • E -mail marketing campaigns
  • E -mail templates
  • E -mail processes

E -mail sends of systems

This is completely optional, but with larger organizations it is often a good idea to create a list of all shipment platforms. Note changes in this list every year. In some companies, for example, e -mails from the marketing automation platform as well as tools such as Outreach, Salesforce and Gainsight are used. I keep a simple list of these shipment systems as well as system owners and sends of domains.

E -mail marketing database

I usually focus on my marketing automation database for this exercise. However, if your company uses a data Lake to hand over data to your marketing automation platform (MAP) or E -Mail service provider (ESP), you can also search there. I start the E -Mail -Marketing -Audit with a table or a Google sheet with all my data so that I can pass it on and save it later for comparisons.

It is a good idea to check these seven factors annually (or even quarterly):

  1. The total number of contacts: So many clear e -mail addresses that you have in your card or on your map.
  2. The total number of marketable contacts: Define marketable as your company and companies. For example, contact data records that are not driven out, the data values ​​for “job title” or “Land” may not be immediately marketable (this is a B2B example).
  3. The number of marketable contacts that you have received in the last 12, 6 and 3 months by e -mail: This gives you a good indication that you will miss your database when sending large cohorts and enables you to create a strategy for achieving this data.
  4. The number of inactive marketable contacts (or you can turn them over to display active contacts) in the last 12, 6 and 3 months: Once again you have to work within your business rules to determine a definition for “inactive”. This often means that contacts have not opened or clicked on e -mails, fill out forms, visit the website, etc. Why measure inactive contacts? Because it is a good practice to suppress inactive contacts from your e -mail marketing campaigns.
  5. Database growth: The number of new contacts a year.
  6. Database wear: The number of contacts that deregistered or crashed hard. You can also include a different cell in your table with the number of contacts that have become inactive.
  7. The total number of e -mails sent: Instead of looking at contacts for this metric, we would like to know how many overall -e e -mails for the year, the quarter or the month have been sent.

Here is an example of how I set up this part of an e -mail marketing -udit table:

E -mail marketing -Audit -table layout

Segmentations and lists

If you only use a small number of lists (or segments), use this time to think about whether creating additional segments is required. Or if you believe that it is a worthwhile idea to test, you can start planning these tests. If you deal with dozens (or even hundreds) of segments in your e -mail marketing, it is now a good time to ask these questions:

  • Which segments do you use in your marketing? If you use too many to count, what most important segments do you use?
  • How does every segment do? How do your main segments do?
  • What improvements can you make about your segmentation?
  • Do you have the need for a new segment or a new segments? For example, your company has started marketing on a new persona. Have you created a suitable segment?

E -mail marketing campaigns

If you are an e -mail marketing team of one, you may already follow which campaigns you have sent for the year and how they were carried out.

However, if you are part of a larger company in which several teams send emails from the same card, it is a good idea to consider which business campaigns were sent to whom they were sent to. And how they appeared. If the campaigns were part of an A/B test, I have these results and the winner in mind (if available).

Make a column for your table for:

  • E -mail campaign name
  • Date provided (or data)
  • Segment or target list
  • Subject line
  • A/B test (if applicable)
  • Number of e -mails sent
  • Hard bounce rate
  • Soft bounce rate
  • Clear open rate
  • Clear click rate
  • Click on the relationship
  • Fromkunting rate
  • Conversion rate (optional, this metric may not be available easily)

This is basically just an e -mail marketing campaign report for the whole year. Please add columns or remove the requirements of your e -mail marketing audits! With campaign data worth a whole year, you can see what efforts were more successful than others.

Do the same for Automated E -Mail campaigns. Note which campaigns are executed and how they occurred. You may not have to provide a provision date, but you could draw the rest of the metrics.

E -mail templates

So you have looked at your e -mail campaigns and your database, but you don't want to forget your e -mail template! During this annual e -mail marketing audits, write down your existing templates.

Ask your stakeholders and yourself:

  • Do you need additional e -mail templates or modules (sections in your e -mail templates)?
  • Have you received feedback or have new insights in previous A/B tests find out?
  • Were your e -mail templates tested last year? If not, it is a perfect opportunity to use e -mails on acid to test and fix compatibility.
  • Does your company have a new logo or new pictures you have to update?
  • Does your footer need a new copyright? This is the season to make these improvements, including your templates accessible and dark mode friendly.

E -mail process

A new year is an opportunity to check and see your existing E -Mail production process where you can make improvements. Do you need ideas? Take a look at this article with the title “How to improve your e -mail creation process through your e -mail creation.

After you have put together all this great information in your fantastic table, it is time to share the e -mail marketing audit with your team. If you want to go the extra parts, create a presentation or a slide decks that add your data and insights. Share it with your manager and team to show you what e -mail marketing has in the past year! Also use this data to create your e -mail marketing strategy for 2021. Which campaigns can be repeated with a few changes? Which automated campaigns work best, could it possibly do better?

Download an e -mail marketing action plan

The E -Mail marketer works on the 2021 action plan

After examining the e -mail campaigns of the last year, you can use this information to inform your e -mail marketing strategy from 2021.

If the changes that were delivered at 2020, they scratched them on the head, read the special report, the e -mail marketing and the next normality with insights from the Senior -E -Mail -Marketing Manager Betsy Grondy.

Author: NOUT BOCTOR-SMITH

Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps

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