Constant Tips: Don't Forget to Review Your Reporting

[Nick_S]

 Every Tuesday we'll share tips, tricks, and insights on using Constant Contact and online marketing

We’re halfway through the year, give or take, so it’s a great time to sit down and reflect on your marketing journey so far. You should review your data to see what has worked and what hasn’t and consider what tweaks or improvements you can make to increase the likelihood of reaching your goals before the end of the year.

There are a lot of topics on this, but let’s focus on reporting. The go-to metric tends to be open rate, but it’s not always the most important one to rely on. For example, someone can open your email and close it immediately, but it would still count.

Other key metrics you can look at are:

• Click-through rates
• Bounce rates
• Unsubscribe rates

These metrics will give a better impression of how your contacts are engaging with your email.

After you have a better understanding of how people engage with your emails, think of improvements you can make to boost that engagement. For example:

• Email Timing and Frequency: Evaluate the timing and frequency of your emails. Sending emails at the right time can significantly increase open rates and overall engagement.
• Subject Line Effectiveness: The power of your subject lines can greatly influence open rates. Test different subject lines to see what resonates best with your audience.
• Content Relevance: Ensure that the content of your emails is relevant and valuable to your audience. This increases the likelihood of engagement and reduces the chances of unsubscribes.
• Segmentation: Segment your email list based on user behavior to target your communications more effectively. Tailored emails are more likely to engage different segments of your audience.
• Mobile Responsiveness: With the increasing use of mobile devices to check emails, ensure that your email design is responsive and looks good on all devices.
• Clear Calls to Action: Include clear and compelling calls to action in your emails. This guides your recipients on what steps to take next, whether it's visiting a website, signing up for a webinar, or making a purchase.

The work is never done and trends are always shifting. What worked yesterday might not work today. It’s important to stay on top of your reporting data and pivot when necessary.

If you have any interesting insights you’ve gleaned from your own reporting, let us know in the comments!