CHAPTER 5
EMAIL (CRM) AUDIT
It doesn’t matter
Similarly to the PPC walkthrough above, you’ll want to breakdown your email activity into aggregate segments (accounts wide, campaign type, etc) as well as more narrow segments (day of send, time of send, subscriber demographics, subject lines, etc).
We often find that exporting all data as a csv and using Excel or Google Sheets is the best way to perform analysis here - it just offers much easier maneuverability and segment/pivot customization.
Keeping this section a bit more streamlined, below you’ll find suggested questions you should look to answer in your analysis (as they’re likely to provide fruitful insights):
What is your delivery rate?
Large number of bounced email addresses will hurt your sender reputation and decrease the chance of emails landing in the primary inbox. If your delivery rate is below 95% it should be a warning sign that your list needs cleaning.
How does your open rate, click rate and revenue per click vary by days and hours of sending?
Test it and send emails when there’s highest possibility that recipients will engage with your content.
How often are your emails sent?
Contrary to what many people think, increasing the frequency can increase the overall performance - and it’s free! Users tend to start unsubscribing only after 4 emails a week. Remember to always test it first on a smaller segment of your mailing list.
Are you sending a welcome email right after people make a purchase or subscribe on your site? Is it personalized?
Such emails show that you actually care about your customers and listen to their feedback. You can take this tactic to the next level by including a member of your team in CC and letting users know who they can contact in case they have any questions.
Can’t tell if it’s sarcasm but either way…make sure your emails are being sent out properly or people will not feel the love.
Do you have a drip sequence set up delivering educational emails to new leads/customers?
For example, you’re a SaaS company you should have a couple of emails scheduled to your leads that explain features and benefits of your product.
Do you have a newsletter? If so, what type of content performs best?
Are your emails optimized for mobile devices?
How does their performance compare to those opened on desktops?
Are your emails UTM-tagged?
This way you will be able to track their performance and actions users take on your site after coming from a given email. Here’s again Google’s campaign UTM builder that helps you do that
Are you testing all elements of your emails (subject lines, text style, CTAs, sender name, images/no images) and doubling down on those that perform best?
Do you have a sender avatar set up?
Adding it will make your emails look much less generic and stand out from all the newsletters your subscribers get every day. This is especially relevant on mobile, where an avatar is visible before opening the email.