Email Performance Review

San Jose-based Email Marketing

At HiveMind Marketing, our email marketing consultants can help you conduct a comprehensive review of your email marketing program, strategy and plan. We’ll look at what worked, what didn’t work and what steps are necessary to take your email marketing strategy to the next level.

Analysis of Key Performance Metrics

Priority Metrics: What are the most important metrics for your email marketing plan? If you are a retailer, it is probably things like conversion rate, number of orders/emails sent, average order size, etc. For newsletter publishers it might be net subscriber growth, referrals and open rates. For B2B companies, the email marketing strategy could emphasize click-through percentages and subsequent conversions. Our email marketing services include helping you determine the critical measures of success, and not simply focus on open and click-through rates.

Consistency: We’ll analyze whether your key metrics were consistently within a certain percent range. If your open rates varied significantly then you might have had some delivery issues or variations in your from line and subject lines may have confused recipients. Wide variances in click-through rates would likely suggest that the relevance of your article topics, products, offers or content varied significantly.

Highs and Lows: We’ll find your message highs and lows for each key metric and compare to your overall average. This is where the weaknesses and strengths of your email marketing strategy are often revealed. An off-the-charts conversion rate, for example, would suggest that a promotional email fired on all pistons — timing, subject line, design, offer/price, product relevance, Web site content, etc.

Message Metrics Variances: We’ll identify situations where you have a combination of great and horrible metrics within a single message. For example, you might have a low open rate, but very high click-to-open rate. This can happen when you have a weak subject line or a delivery problem, but the message content had high relevance.

Review of Feedback, Surveys and Web Site Analytics

If you have a feedback email account or feedback form, we’ll review the responses you’ve received throughout the year looking for both positive and negative comments. If you have conducted any reader surveys during the year, we’ll incorporate their key findings. If you publish a newsletter, we’ll identify what types of articles are most visited on your Web site. If you are selling online, we’ll document what product categories are most visited and which products and categories produced the most orders and revenue.

Review of Creative/Content

Next, with your help we’ll pull together samples of your actual messages and subject lines, looking for the approaches that achieved the best results. We’ll closely examine:

• Subject Line: Length, tone, style and whether you included company or publication name
• Layout/Format/Length: Comparing your various formats over time to identify changes (e.g. from full articles to teasers, or postcards to a multiple product format)
• Content Style: Looking at personality and style (e.g. humorous, just the facts, or entertaining)
• Segmentation/Personalization: Was segmentation used at all? To what degree? Were results significantly different?

Review of Competitors and Best Practice Examples

Finally, your email marketing plan includes pulling together samples of email messages from your competitors and your favorite newsletters and campaigns — no matter what industry — to establish the subject line style, design, personality and style of writing that knocked your socks off.

Next Steps

After completing your review or internal audit, HiveMind Marketing will map out an email marketing plan to maximize success, addressing list building and maintenance, creative, segmentation and personalization, testing, reporting and analysis.

Call 866-781-8195 (toll-free) for a free consultation. Based in San Jose, California and Silicon Valley, HiveMind Marketing is a San Jose-based email marketing agency that specializes in email marketing strategy, plans and services for companies across the U.S.A.