Here’s some sound advice from Constant Contact about measuring your email marketing campaigns – Make quarterly plans and measure quarterly.

Measure success at the end of each quarter
If you spend all of your time tweaking your email marketing strategy, you’ll never be able to establish any consistency that will lead to success. Instead, let your plan run its course, and wait until the end of each quarter to monitor what’s working and what needs changing. Then, look to see if you’ve been trending upwards, downwards, or if you find yourself on a plateau.

Look for the campaigns driving success and ditch those that aren’t performing. If you’ve fallen into a plateau and can’t see a direction up or down, it may be time to try a bolder approach that will help create a more definable test. Choose a hypothesis you can stick to over the next three months, like adding more humor to every subject line, and see if it changes your metrics, such as boosting open rates.

YCL sends traffic reports after each email with comments about the strengths and weaknesses of the email. We never want to make decisions or change our marketing plan after one email, however. We want to look for trends. Are the Open Rates going up? Are the Click Rates going up? Is the number of Unsubscribes realistic?

If you would like to do a review of your email trends, call Pamela today. We can look at quarterly, semi-annual or even annual trends.

Good marketing is measurable!