Getting The Most Out Of Your Email Campaigns By Getting The Audit Right!

Published on: 15 July 2023 Last Updated on: 30 August 2023
Email Campaigns

Excerpt: Delivering email campaigns that perform exceedingly well requires effort and email audits help you get closer to better ROIs. Read on!

So half of the year has gone by smoothly (well, almost), your brand’s making money, your workflows are automated, and your email marketing campaigns are doing well. Wait, yes, pause at the last part of the sentence. Are they really performing optimally?

To get a clear understanding of the efficacy of your email marketing campaigns, no matter how great and well-automated they might be in your perspective, you NEED to run audits twice or thrice every twelve months.

If you meet an email marketer over drinks, they will probably have a lot to say about their KPIs and how the click-throughs are not making the cut. So how can one ensure that their email marketing efforts don’t go down the drain? The answer is quite simple indeed: execute email marketing audits to unveil your strengths and weaknesses, areas of improvement, and those that are doing just fine.

In the blog that follows, we will delve into the different kinds of email marketing audits that one can conduct and ways to go about executing them. Let’s get cracking!

The Kinds of Email Marketing Audits That One Can Conduct

In simple terms, an email marketing audit is a deep analysis of the various factors that contribute to the success of an email campaign so that you know what’s working and the areas that need to be tweaked.

The following are some kinds of email audits that you can carry out; each of them focuses on different facets of the email.

1. Email Content & Design Marketing Performance Audit

One of the most common kinds of audits, here you delve into your various KPIs (CTR, CTOR, etc.) to get a holistic understanding of the email campaign’s performance. The aspects that you need to look out for are:

  • Subject line: Try to keep them personalized, crystal clear, non-sales, and within the range of 40-45 characters, optimized for mobile viewing. Please steer clear of spammy words such as “earn quick money” or basically anything that sounds too good to be true.
  • Preheader text: It should be related to the subject line, albeit not repetitive.
  • Header: First impressions are often long-lasting; cliched though that may sound, it does hold some weight. The header text next to your logo should be noticeable, clear, and in alignment with the brand ethos.
  • Email copy: Grammatical errors and typos are a major turn-off. No wonder brands invest in the best copywriters to churn out good copy, even in the age of AI! Keep it crisp, clean and deliver maximum value in minimum words.
  • CTA: The Call to Action buttons are the ones that can make or break the ROIs. Keep the design and text in tandem with the brand guidelines, easy to spot and click, devoid of broken links that lead nowhere!
  • Graphics: When crafting an HTML or interactive email, ensure that the graphics render well across devices and the visual hierarchy is maintained.
  • Conversions & Engagement rates: This is the litmus test of your email campaign. Are your emails good and engaging enough to keep subscribers interested, or are there more hits than misses? The KPIs should spill the beans on this one.

2. Email accessibility audit

When crafting your emails, if one overlooks the critical aspect of disability, you might fail to foster inclusivity with your campaigns, thereby risking losing the patronage of your subscribers. Keeping email accessibility in mind is absolutely essential, and is something that all email marketers should perpetually strive for.

  • Ensure that there is no sensory overload for those with visual disabilities by keeping a simple and clean email layout.
  • For those living with tactile difficulties, make the CTA buttons larger to ensure greater clickability and visibility across a range of devices.
  • Remember to check for alt text in images to simplify things for users deploying the services of a screen reader.

3. Deliverability Audit

You might have the best of Salesforce email templates (or Hubspot; whatever rocks your boat) and check all the above aspects, but if your email campaigns fail to reach the intended inboxes, all your efforts will end up in vain.

To check for email deliverability issues, one needs to check the following aspects;

  • Clean email list devoid of incorrect email ids
  • Email Authentication
  • HTML code failures
  • Domain reputation
  • Blocklisting
  • Spam traps
  • IP address

4. Compliance Audit

This would include checking the level of compliance of your email campaigns with the guidelines and requirements of CCPA, GDPR, PECR, etc.

5. Email Code Audit

Here, one would evaluate and carry out a code clean-up, fix bugs (if any), and ensure the incorporation of the best practices in email coding. One would also conduct tests to see how well the email renders across different email clients and devices.

6. Design Audit

In this kind of audit, one would review the emails from the design and aesthetics viewpoint and check how consistent the layout is with the branding guidelines. The different elements one would generally bring under the lens in this kind of audit are checking for the right use of white spaces, design patterns in accordance with the heat map, fonts, logo, layout, graphics, etc.

7. Automation Audit

Here, one would check automated email campaigns to see if everything is in order, such as API triggers, templates, links, rules, customer journey maps, etc.

One can either carry out all these audits or create a bespoke audit plan that includes permutations and combinations of the different kinds of audits mentioned above.

Steps For Conducting The Perfect Email Audit

Now that we are privy to the kinds of email audits that one can carry out, let’s move over to getting started with the process of what’s going well and what’s lacking in your current email campaigns.

Firstly, you need to begin with drafting a clear set of goals. Much like in other areas of life, the lack of well-defined goals in sight can very well be akin to sailing in a rudderless ship, and frankly, no one wants to be aboard such a ship!

You could begin by jotting down the kinds of audits you’d want to run on your existing campaigns and, based on the purpose of the audit, figure out your bespoke learnings and takeaways.

Then, you’d like to create a list of measurable Key Performance Indicators (KPIs) that you will be evaluating to check the health and effectiveness of your current campaign.

These may include:

  • Unsubscribe rates
  • Open rates (albeit not a very effective one as per Apple’s Mail Privacy Protection feature unveiled in the WWDC conference held on 7 June 2021)
  • CTR (Click Through Rates)
  • CTOR (Click To Open Rate)
  • Spam complaints
  • Conversions
  • Email client & device assessment

You can create a spreadsheet to maintain a record of your audit. Here’s what you can document:

  • Name of the email campaign
  • Date deployed (not applicable in case of automated emails)
  • Name of the audience segment
  • Subject line
  • Soft bounce rate
  • Hard bounce rate
  • CTOR
  • CTR
  • Conversion rate
  • Unsubscribe rate

You can modify the contents of the spreadsheet as per your unique requirements. One can also diversify the main spreadsheet by adding tabs for different kinds of emails, such as promotional, transactional emails, etc.

Once you have your data in place, you can and should proceed with the data analysis. Begin with scanning all the metrics and specifically scrutinize those that fall on the extremities of the curve. The ones that did really well and the ones that missed the mark. Proceed with asking yourself the following questions,

  • Are the subject lines and preheader texts enticing enough? Will I click on them if I receive them in my inbox?
  • Is the visual hierarchy of the email in place, or does it look too cluttered?
  • Does it offer a personalized experience to the subscriber?
  • Does the email copy offer value to the reader, or does it appear too salesy?
  • Does it cater to specific buyer personas and age demographic, or does it appear mass-produced with no specific target audience in mind?
  • Is the cadence too annoying for the subscribers leading to higher unsubscribe requests?
  • Are the CTAs visible, quirky, and enticing enough to get users to click on them?
  • Are your emails accessible to users across the entire spectrum?

Wrapping It Up

While there are a number of tools available in the market to help you conduct email audits, and you can always request colleagues for a fresh eye perspective on your campaigns, if you’d rather have experts analyze the game for you, that’s possible too! Email Uplers will not only help you analyze your existing campaigns but also deliver interactive emails from scratch attuned to your specific needs. Do drop by for more information!

Read Also:

Arnab is a professional blogger, having an enormous interest in writing blogs and other jones of calligraphies. In terms of his professional commitments, He carries out sharing sentient blogs.

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Offline Auctions

Tending to Your Needs: 5 Key Differences Between Online and Offline Auctions

Auctioning is a popular way of selling and purchasing various items. But, what are the differences between online and offline auctions? In the past, all auctions were conducted offline. The development of the internet has led to the rise of online auctioning platforms. Companies that provide auctioning services have embraced modern methods while still keeping the traditional live auctions. To get an overview of the services provided by such companies, visit Curation: In offline auctions, experts examine and curate the items to be auctioned carefully. Customers can also inspect the items and even test them (if applicable) before the bidding process begins. This assists them in making informed decisions about the items placed for auction. On the other hand, it is rarely possible to test an item on online auctioning platforms. Online auctions are also accessible to global audiences, whereas offline auctions are only available to locals and people living nearby. Bidding: To bid in offline auctions, you must be physically present. Conversely, online auctions only require internet access. This means that you can bid from anywhere provided you have access to the internet. In this regard, online auctions have the upper hand over offline auctions because of the wide variety of items available. For instance, you can bid for a car in Britain while living in the US. Bidding online has an advantage in that prices may be cheap if you are first to the auction. On the contrary, it can also be expensive to acquire a product when the bidders are several, given that many people find bidding over the internet to be convenient. Payment: In live auctions, payments are mostly made in cash. Since the buyer is likely to meet the seller one-on-one and you pay for what you see, issues regarding payments are very rare. In online auctions, there are no guarantees overpayments. Issues arising from faulty items, and in severe cases, non-delivery, are likely to occur. However, there are some platforms with a credibility that use secure payment platforms. Such platforms also compensate you if the bought items do not meet the desired standard. Trustworthiness: Offline auctions are renowned for their utmost trust. Online auctions, on the other hand, have some work to do on this front.  As mentioned above, the trust issues originate from payment and delivery. Conclusion: Online platforms have been cited by many as the future of auction. This could be the case, mainly because they are convenient and give you a broader audience. However, there are several challenges that need addressing. These include: People will always have reservations about risking their money. This means that online auctions have to implement methods of safeguarding client funds. There is a need for creating a means of verifying the existence of an item, clients should also be able to inspect the condition of the item before committing their funds. That being said, you should thoroughly research a reputable auction house before buying or selling an item. Read Also: Cost Of Living In Seattle Is Property Investment Still A Good Way To Make Money?


Should You Consider Outsourcing Your Brand’s Marketing Campaign?

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An outsourced marketing agency often handles the processes that design the style guides and website and creates the company logo. 2. Growing Companies When companies launch their service or product without problems, they often enter a high-growth phase to quickly bring supplementary marketing resources. Outsourced marketing services provide the necessary talent and resources to increase revenue growth without adding a lot of overhead. More often than not, businesses in growth stages cannot afford the time it takes to train and hire new staff members. Outsourced marketing firms or Virtual PA services provide expertise and flexibility during these growth stages. Often, venture capital firms invest in companies at this stage and use the influx of cash to accelerate growth through social media platforms, content marketing, SEO, and digital advertising activities. 3. 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You Lack Proper Strategy Getting things done might feel rewarding, but those things are time idlers instead of business generators when they are not part of an overall strategy. Posting on social or sharing a blog post is useless unless you have a purpose of reaching your goal. Sharing for the sake of staying active on social media platforms is not a real strategy.  You feel the pressure of staying active online, so you ask your marketing team to ensure the social accounts are active always, but you don’t give them a genuine reason. As a business, you have income goals, but if you lack a proper strategy to meet those goals, then you might want to consider outsourcing digital marketing services.  Summary That’s all about the logic behind considering outsourcing your brand’s marketing campaign. I hope the article was intriguing enough to make you understand why you should outsource the marketing campaign. The rationale is justified above along with specific situations to make your concept clear. Wanna clear any doubts? Drop your queries in the comment area below.  Read Also: What You Need to Know When Outsourcing SEO How Legal Services Outsourcing Aids Law Firms and Legal Departments Balancing the Books with Outsourcing – Virtual Receptionists 9 Things Conservatives & Liberals Have in Common How To Reduce The Operating Cost of Your Business?

Strategic Investment

4 Key Concepts on Making Signage an Effective Strategic Investment

Have you ever asked yourself how effective your signages on igniting consumers’ interest? Or you simply place them so you could have something like an interior or exterior design? Do not tell you just place signs outside your store because others have them. Come on. We invest money to earn more, not to lose. Let us get you started out on the right foot on doing an effective strategic business investment with these four rule of thumbs on signage making. 1. 3 ½ Second-Rule Three and a half second rule is a rule of thumb that gives business owners a chance to deliver their messages to passing motorists thru their signage within three and a half seconds before another car whizzes right on by. It is difficult to read your message when you overcrowd your sign with many lines of texts and words. Another, overstated ideas on signs could look busy and decrease the reading speed of your signage. Your goal is to let your sign have optimal visibility within three and a half seconds. How to increase your signs reading speed? First, add borders on signages. Borders tend to increase signage reading speed by 26%, especially when your target is automobiles audience. It could manage the reading space that let viewers directly focus on the center of the sign. Second, do the math when choosing the most efficient letter size on your signs. Distance and speed are the two essential factor when selecting the right measurement. Answer these guide questions: How far away do you want your sign to be readable? How fast people or cars could pass through the sign? 2. Typefaces A typeface or font is considered as a part one’s company’s signature. Every distinctive letter style on various signage from different infrastructures offers contrasting feelings. You could reinforce brand recognition in your place when you can choose the right typeface for you. Most customers are not conscious of typefaces. However, fonts subconsciously affect a signage’s style, way of delivery, and crispness of your message. Think of font styles as themes that would represent you and your business. There are two categories for typefaces. First is that signs could be friendly, warm, and casual like that of McDonald’s. Another could be formal, serious, and traditional like some of those by Shieldco business signage. What are the don’ts that I need to avoid? Do not use fancy designer fonts like Script Style fonts on signs that are not visible from a distance. Better use it on stationery or business cards. Avoid using different letter styles in a single design, too. Do not overdo layout that your main message would not stand out. 3. Optical Center Optical center is the area when human eyes tend to enter a design or page. Our vision typically gravitates toward a spot that is slightly above the mathematical center. If there is a logo above and information below in a sign, nudge the logo higher within the boundaries of a layout. Another example is when placing a sign in a center vertically and mathematically accurate, it will look low. To solve this, again move the signage a little bit higher to correct this visual anomaly. 4. Power Kerning You might never have heard about it, but power kerning is a powerful tool on signage making. It scales letters for better visibility. Proper scaling, perfect sizing, and precise spacing are prominent factors in designing. The same goes on signs. How Kerning works? Human eyes, with the help of our brain, could quickly notice irregularities on patterns. This is why perhaps most people could immediately point out mistakes, rather than good stuff. The thing is when there is asymmetry such as too much space, or little space between characters of a word, a reader’s eyes tend to stumble. Proper kerning would fix this unevenness through adjusting the space between letters, making each character of a word together into a single unit. Consequently, a smooth flow of details from the text would be easily delivered to one’s brain. Nowadays, many applications that could easily do the job of kerning for you. However, instances like do it yourself signs would let you address kerning issues manually. When doing it by yourself, there are a few things to remember. First, uppercase characters are spaced to fit the following ceding lowercase characters. Next, big headlines require spacing adjustment to attain better visual consistency. Last, over kerning is done when doing some layout effects. Takeaway Minimal content could adequately carry out the meaning of your business.  Emphasize only the essential meaning. Remember that the fewer your words are, the higher understanding customers would get. You will know that you had reached your audience successfully when you delivered your message clearly and concisely to the customers. Read Also: Calling Out – How Telemarketing Allows You To Reach A Wider Audience What Is The Future Of Digital Marketing In Regards To Shaping Up Small And Large Businesses? 5 Types Of Digital Marketing