Tag: marketing efforts

Email Marketing Evaluation: A Must!

A promotional method

Email marketing can be a very effective promotional method to reach target audiences around the world, despite the fact that in many cases, the marketing efforts of a business owner or promoter may not reach full potential unless s/he invests the necessary time, energy and money into evaluating the email marketing strategy which s/he has put into action.

It is during such an evaluation that a business owner can determine whether or not email marketing is a method that can enable him/her to reach stated marketing objectives. The same evaluation can be used to determine if email marketing as a strategy is having an adverse affect the business productivity.

Useful information

That having been said, there are a few ideas pertaining to the importance of evaluating email marketing that we’d like to discuss in this article, and will also offer what we consider useful information on how to initiate and complete the email marketing evaluation process. To say such a process, done on a regular basis, is important would be an obvious understatement since frequent evaluation of any email marketing strategy is not only important, it is crucial to the success of the business or individual that puts it into effect.

So it follows that one’s failure to evaluate his/her email marketing strategies can have adverse effects on finances and overall business objectives, including failure to produce results and loss of customers to his/her competitors.

Avoid shortcuts

Consider for a moment that an existing email marketing campaign is not effective because it does not reach members of the particular target audience. An evaluation will certainly reveal the reasons for this failure, one of which may very well be that the distribution list to which this campaign is being sent consists of recipients who have little or no interest in the being offered via the emails.

Business owners who take shortcuts by purchasing large email lists, often find their shortcut did not pay off because the recipients of their marketing emails are simply not interested in any product(s) or service(s) they offer. In this scenario the email marketing is likely to generate very few sales or website visits. However, reevaluating the email distribution list to include recipients who are interested in the products or services being offered will likely result in significantly more sales and website visits.

Remove ALL semblances of spam!

Now consider a situation in which your email marketing is being construed as spam by recipients. If you have taken precautions to ensure your emails are reaching members of your target audience, but your emails seem like over the top sales pitches, the members of your email distribution list may view your emails as spam and not take your advertisements seriously. When this happens members of your email distribution list may be more likely to seek out a competitor when they are in need of products or services rather than making a purchase from you.

In fact, one of the subtle ways you could use to remind yourself that any likeness to spam must be avoided at all costs, is getting in the habit of refer to your list as an “opt-in subscriber” list and not a distribution list. Think of this excercise in these terms:

You can buy distribution lists. But you must create, build, and nurture subscriber listscreate, build, and nurture subscriber lists by offering interesting (compelling?), useful (valuable?) and free content on your website to attract and encourage visitors who become repeat readers and, ultimately valued subscribers. get the difference?

Evaluating your email marketing efforts may be formal or informal in nature. If you have specific business goals in mind you might want to consider the path to meet this goal as an indication of whether or not the email marketing is working. If you’re interested in reading more about email marketing take a look at this recently published post – Alternatively, you can evaluate your email marketing efforts by soliciting customer feedback.

Ask for customer feedback

Asking customers for their opinions about your email marketing campaign and whether or not they were compelled to make a purchase because of the content, the advertising or some other element is a simple and straightforward way of getting direct and unvarnished answers from your target audience.

Based on this information you should have a good indication of whether or not the email marketing strategy is effective. If it is not effective you should consider making changes to create more interest in your products or services. The changes you make should reflect any feedback you receive, and ensure you are not making changes that will cause even less interest from the members of your subscriber list.

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How Effective is Your Email Marketing?

A question of effectiveness

If you are a business owner who utilizes email marketing campaigns to promote your products or services and advertise your brand, the question of how effective your email marketing is might occupy a prominent place in your mind. In fact, questions regarding the effectiveness of any type of marketing effort should be entertained as frequently as deemed practical in order to ensure that such marketing efforts are producing desired results. Asking these questions on a regular basis and continually evaluating the effectiveness of email marketing campaigns will help to determine their effectiveness on an ongoing basis, especially in those instances when changes are made to the marketing strategy.

In view of the above, this article will discuss the importance of frequently evaluating email marketing strategies, while also providing a few tips which we hope will be helpful to you in evaluating your email marketing strategy.

First and foremost

First and foremost, it is important to evaluate your email marketing strategy on a regular basis because failure to do so might very well result in a complete waste of your time, money and efforts; and although email marketing may be a cost effective way to advertise your business the activity doesn’t get done without input from you, the business owner/advertiser. There is still some time, money and energy involved in planning and executing email marketing campaigns. In other words, if an email marketing campaign is ineffective and nothing is done to attempt make more effective your business is wasting resources by continuing to invest in this type of marketing strategy when it is not generating profit for the business or even creating interest in your products or services.

Second, and perhaps just as important, is the frequency with which a business owner or marketer evaluates the effectiveness of his/her email marketing strategy without setting goals before s/he begins the evaluation process. The importance of goal-setting is highlighted here because failure to do so might help to undermine the email marketing efforts of any business or marketer.

This is due to the fact that without goals it can be difficult to determine whether or not such email marketing efforts are effective. If, for example, you set a goal to increase the number of sales you make per month, then it will be rather simple to determine the results based on the number of monthly sales generated and therefore just as simple to evaluate the effectiveness of that particular email marketing campaign.

Deciding on method

Once you have determined how you intend to evaluate you progress you should be able to easily determine the effectiveness of your current email marketing strategy as long as this is the only marketing you are currently doing. Of course, if you have more than one marketing strategy in use simultaneously you cannot be sure which strategy is driving customers to make purchases, or attract visitors to your website.




When you decide to evaluate your email marketing strategy according to specific goals you should take care to ensure you are not currently running other types of marketing in conjunction with your email marketing campaign(s). This will help to prevent confusion about which type of marketing is producing the desired results. It will also help to prevent business owners from mistakenly believing email marketing is producing a positive results when, in fact, it is another marketing strategy that is actually generating all the positive sales and traffic activity.

Customer surveys

While on the subject of evaluating effectiveness, one strategy that comes to mind is the use of customer surveys to evaluate the effectiveness of marketing campaigns. Asking customers how they heard about your products or services have proven to be an excellent way to determine whether or not customers are making purchasing decisions based on one marketing strategy or another; so this strategy can also be utilized to evaluate the effectiveness of your email marketing campaigns.

Additionally, these surveys can be used to obtain more detailed information about email recipients’ reaction to a particular email marketing campaign. Customers can, and often does, provide valuable feedback about topics such as the layout and appearance of email and the ease and readability of content included in the email. This feedback and other customer-generated information can help a business owner determine how to design future emails designed to achieve the most positive results in a campaign. Armed with such information the business owner can design subsequent emails that might incorporate many of the qualities previous customers found to be useful, and avoid qualities that were viewed to be useless.