It is essential that you not underestimate the value of email marketing. You should consistently and regularly show up to your audience with great content. And when you do you should optimize every email for success.
When we say “optimize,” people usually think about the technical stuff that’s better delegated to professionals. It doesn’t have to be. Sure, there may be an advantage to hiring an email marketing specialist, but you can do the basics yourself, or assign it to someone in your team!
Always test your emails before sending
Always test your emails before you send them. Review every single line. Check every single link.
First, send yourself a test email. In doing so, you can proofread your content and check your links. You’ll become a better writer as you continue creating emails. It may be something your copywriter wrote for you. Either way, check that the links don’t go to a non-existent page.
Sending yourself a test email also gives you an opportunity to improve upon that email. Do you want to add more content? Was there a missed opportunity to promote a product or service? Perhaps you should add a link to a relevant blog post or podcast?
It’s absolutely terrible when you send an email with incorrect or broken links. I’ve done it. Anyone who maintains an email list has done it.
It’s not the end of the world. You can send a correction/erratum email. I’ve even seen prestigious brands do this. Everyone does it. But it’s still unfortunate, and it’s particularly bad because it could have been easily fixed during a test. Prevention is always the best option.
Headline updates, correction of typos, the use of more powerful word choices– these are easily implemented during a test. Send the test email to your team. Make sure another set of eyes checks overt your email. The writer can easily miss errors because they have been looking at the piece throughout the writing process–they see what it’s supposed to say versus what it actually says.
Review your analytics regularly
Analytics tell you the statistics of your emails: open rates, bounce rates, unsubscribes, and clickthrough rates.
Unsubscribes: don’t take them personally. Bounce rates indicate that you simply entered or were provided the wrong email addresses. Open rates: this can give you a little insight about the audience’s accuracy of your list.
If people are opening your emails, great. That means you’ve got the right audience. You also have to remember that sometimes people take your offers– like free ebooks or free guides– but are not ready to secure your services, so they might be the right audience but might not yet open your emails.
A 20% open rate is good. Anything below 20% is not great, while anything above that is awesome.
But the point is to pay attention to your analytics, especially your clickthrough and open rates.
Clickthrough rates measure how many times your recipients opened your emails and clicked what you asked them to click.
That’s a very telling indicator of the effectiveness of your emails. Open rates, on the other hand, can give you insight on the effectiveness of your subject lines. If you know your list is already comprised of ideal customers, then you can optimize your subject lines. You can perform A/B Testing on different subject lines to see which one results in more opened emails.
It’s important to review your analytics. These can help you make changes to improve your email content and make your email marketing strategy more effective.
It takes a lot of work and strategy. It’s not easy. As my marketing manager, Jean monitors my analytics for me. If you hire someone, they’ll be in charge of a lot of it for you, and that involves watching your statistics and optimizing (cleaning) your list.
Like me, you might not find Mailchimp, or a similar platform, particularly intuitive. It’s nice to have someone who understands the ins and outs and can manipulate email marketing for you. I’m really glad that I do, especially because I have so many different email lists that I am contacting weekly. I have Six-Figure Solo, my regular brand, Amiga as well as my daily videos and podcasts. That’s a lot of moving pieces.
But I can’t neglect any of them, and when it comes to email marketing, you can’t afford to neglect the analytics. All the nitty-gritty details from email setup straight through to the click-through rates are important.
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about emails, sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!