It is important to monitor the progress of your email marketing campaign to know if your current strategy is effective or if there are any necessary changes you should make to increase productivity. There are some common mistakes that you can make when tracking your campaign. These mistakes can lead to misinformation, improper use of information, and potential losses. This blog explains some of them, along with tips to help you avoid them.
Neglecting Certain Statistics
Information like click-through rates and open rates is important for measuring the progress of your campaign. Although important, other information gotten from your tracking website should not be ignored. Each form of information obtained through tracking gives you feedback in various areas of your campaign, so no one should be ignored, so your campaign does not lack in any aspect.
Having No Clear Goals
In business, the sky is the limit. However, having specific goals before launching your campaign will help you know which aspects to focus on. You can use the information you get from your tracking to adjust accordingly. No matter which goals you set, whether improving your sales or subscriptions, having goals and focusing on them will allow you to measure your success correctly.
Ignoring Customer Feedback
The feedback you get from your customers should not be disregarded. You should not only focus on your statistics but also on the responses and complaints made by customers. These complaints will show you where you are lacking and how you can make improvements in future campaigns. When you show that you are listening to them and make changes accordingly, they will be more inclined to patronise you.
Drawing Incorrect Conclusions
This happens mostly when the information is misunderstood, misinterpreted, or read without context. For instance, if you have high open rates with low clicks, the high open rate can be taken out of context, and one might conclude that the campaign is going well. But when looked at within the context of low clicks, you can make changes in the content to encourage readers to click. Always considering all the information rather than some aspects helps create the full picture and prevent misinterpretation.
Avoiding these mistakes will help you not just collect information but also use it properly to make decisions that will improve your campaign.