Tracking, Assessment and Ongoing Email Campaigns

Over the past two months, we have been guided by the email marketing expertise of Andy Ogg, CTIE, Co-owner of Travel Professional NEWS.

The topic you are about to read is the final segment of Andy’s three-part series.

Look for much more of this type of education in The Travel Institute’s Premium Access Lounge, where you will find many TED-talk-like recorded power sessions on marketing.

In Part One of Andy’s series, he discussed many basics and definitions that surround successful email marketing campaigns. In Part Two, he took a deep dive into the creation process, effective design outlines, and sending messages to your subscribers.

In this final section, Andy will explore the power of data review, tracking, and assessment of your email marketing strategy. Has it been worth it? What results has it brought to you? Have you seen increases in sales?

Here are Andy’s tips:

Tracking a Successful Email Marketing Campaign

In Part Two, we discussed the different possible vendors available in today’s times. No matter which platform you have chosen, tracking analysis should be readily available and should contain:

Email Opens
This looks at the number of times an email was opened by a recipient. Many vendors of email marketing offer a further segment that can be referred to as Unique Opens. What’s the difference?

  • Unique Opens This looks at a particular recipient opening the email the first time. Subsequent opens after that initial open become classified under Opens. In many cases, your Opens should be a higher number than your Unique Opens because, in most cases, people typically open an email of interest more than just one time while in their inbox.
  • ClickThroughs No matter the number, these are the recipients who were intrigued by your messaging and wanted to engage further with it. No matter the content, it drove a recipient to learn more and engage with your messaging. The ClickThrough number is a great number to pay close attention to.
  • Unique ClickThroughs Similar to Unique Opens, Unique ClickThroughs look at the first ClickThrough of a recipient. With the available data tracking today, a ClickThrough usually is only unique on its first click, no matter the device a person uses. To further clarify, if recipients of your message opens it on their mobile device and then again on their desktop computer, only the initial mobile ClickThrough will be considered Unique.
  • Location This is a great way to create a more refined subset of your subscription list, especially if there is a hot spot location that becomes apparent. Watching the locations of your engagement not only will help you in your message creation but also in your targeted marketing. For example, if you have a hot spot forming in Texas, offering hot deals on cruises departing from the state could not only be timely but also useful to your recipients looking for a cruise.
  • Devices Most of the vendors in today’s offerings will offer you insights into the actual operating system and device a recipient uses. While you begin your email marketing campaign, these statistics are not crucial, the more data that collects, the more you can work with it. For example, if your list is showing a 70% open on mobile devices, it would be a great idea to structure your messages to be more mobile-friendly, meaning less text, more images, and an easy-to-scroll design.Conversely, if the opposite occurs, and you see most of your subscription list using a desktop computer, structuring your messages with more text, information, and links could prove to be more fruitful. While the number of mobile users viewing emails continues to decrease, recent studies show the percentage of emails are still opened on a desktop computer.


Assessment of a Successful Email Marketing Campaign

Because data is being collected on each email, it will assimilate quickly. A good thought is to review and assess your data at least once a month. With each email you send, the data will change, allowing you the opportunity to customize your creative design to maximize every mailing.

Assessing and reviewing your email marketing campaigns isn’t crucial, but it’s highly recommended to maximize your efforts and time spent in creation and execution.

Ongoing Campaigns of a Successful Email Marketing Campaign

With the tools mentioned in parts one and two, many of your emails will change in color, design, links, content, and so on. But with data collection, you’ll soon see a similarity. Whether it’s design, structure, content, or call to action, locating the key to success for your list will allow you to replicate and achieve even more success.

Make sure to use the data, trend, and content at your disposal to ensure each message has value, information, and tools for your subscribers. Focus on those items, and success is sure to follow.

As you can see, there are many parts that make up a successful email marketing campaign, and the list keeps growing as technology and digital marketing grow in popularity and use. A successful email marketing campaign undoubtedly will improve your business in a multitude of ways, including brand exposure, educating of your services, and increased sales. Thank you for joining me in this fun three-part series!

Thank you, Andy!

For more learning, register for Email Marketing 101: The Almost-No-Cost Way to Get New Leads—and Turn Them into Clients, presented by Emily Matras on May 8 at 1:00 pm (EDT). And be sure to check out our Premium Access Lounge for its vast array of marketing, social media, business development, and other timely topics.