The middle of the year is an excellent time to take a step back and look at your email marketing efforts for the first half. What are some of the things you learned?
Things to consider
Rise or fall in open rate
Rise or fall in response rate
Repeat customer’s attracted through email efforts
New customer’s gained through email efforts
Growth in your database that you can send email to
Referrals by forwarded emails
The main question you should be asking yourself when looking at all metrics is “why?”. Why did open rate and response rate increase, why isn’t our database growing at the rate we would like, etc. What external factors could have an impact on these numbers.
And going forward, what can you take from the first half of the year and apply that to the second half? What changes are you going to make and what pieces are you going to leave the same.
You should be asking yourself this for all of your marketing channels in addition to email.
