Ten Email Audit Tips

To Run a More Profitable Campaign

10-email-audit-tipsFollow these ten tips to ensure you run effective email audits and to create more profitable email marketing campaigns:

Tip #1: Keep It Consistent

Establish a proper routine for your audits. Weekly and monthly audits are a normal baseline to follow but should be adjusted depending on your niche, goals, and marketing needs. Larger companies perform more audits, sometimes even daily. This suggests to you that you should do it too.

Consistency is also an important factor for every part of your business, not just your schedule. For example, within your content, you need to be sure the tone, colors, and layout are the same each time while also sending it to them regularly. The more consistent you are in every stage of business, the stronger the connections you build will become – at every step.

Tip #2: Get to Know your Target Audience

This should be done before you even develop any content to start with. If you don’t know your audience, how can you expect to provide them the value they need to convert them into paying customers? So always start with and lead with your buyer personas any time you start a new campaign or have a new goal.

Tip #3: Fully Outline Your Goals and Go in with a Plan

Never start an email campaign or send a message to your readers without a plan. Think about your goals and organize consistent steps that lead to accomplishing this goal. When you know where you want to be and need to be in the end, it is easier to develop a more comprehensive plan. It also solidifies your commitment and understanding of what needs to be done to create better and more engaging content.   

Tip #4: Avoid Sales-Heavy Messaging

Be sure the campaigns you send to your customers have a variety of message types. In other words, don’t spam their email boxes full of pleads to buy your products or services. This is a quick way to end up in their spam folder. Instead, you want to be sure you send various content such as educational material, teasers, and even how-to videos to show exactly how your products and services benefit them instead. The more generous and valuable you are from the start, the more likely you are to convert them into loyal paying customers.

Tip #5: Don’t Skip List Segmentation

While your target audience is made up of similar people, they will not all be on the same buyers’ journey. You will find each of your customers at different points in time. For example, readers who have not made a purchase will be harder to persuade than those who have already invested in your products or services.

Meaning your customers should never each receive the same email or at the same time. List segmentation allows you to appropriately sort your customers and send them more personalized content as they go along their own journey. Thus, allowing you to connect better and more easily convert them into paying customers.

Tip #6: Produce Content That Solves a Common Problem

To improve your open and click-through rates, solve a common problem. Offer a fact or answer their most common problem directly through email. The more you show your audience that you are there for them, the more likely they will become loyal customers. The more information and education you generously provide, the more they will come to rely on you. Thus, further establishing your authority as a brand and increasing your awareness and trust. 

Tip #7: Keep in Mind Email Design, and Flow

The way your email is formatted, tone of voice, color, and flow affect how your readers view your content. Be sure it is clear and consistent with your overall message and goals. Don’t allow the graphics or body of your email to be crowded, and make your call-to-action as clear as possible.

If you need specific actions from your audience, it needs to be obvious and easy to understand. Meaning the “Buy Now” button should be clear, obvious, and bright. All that needs to be accompanied by sharp images and detailed information about your products or services. If they can’t find the buy button, you can expect your email to end up in the trash even if they wanted your product to start with.

Tip #8: Be Mobile Friendly

If you didn’t know already, a popular phrase goes, “mobile-friendly is user-friendly,” which is important to point out, especially for email marketing. More than ever now, people use their smartphones to access personal and even work email. Remember that people are more likely to have smartphones than personal computers or laptops these days.

This means you should make sure your emails and website are mobile-friendly to communicate and market to your target audience correctly. Remember, if they can’t understand your content nor access it quickly and easily, they will not waste their time. So use an email service provider that makes this easy and automatic.

MailChimp also measured a fifteen percent increase in click-through rates among mobile users in 2014. Meaning if you optimize for mobile, you will likely increase your conversions and success. To further establish how important mobile optimization is, research shows that nearly 80% of your audience will delete your email if not optimized, and over half will eventually opt-out altogether if you don’t adapt. 

Tip #9: Use the Right Call-to-Action

Did you know that a call-to-action that uses a button like the “Buy Now” or “Learn More” feature can increase your click-through rate by up to twenty-eight percent compared to a link-based call-to-action? This fact alone should show you that implementing just any call-to-action is not the right approach.

While research shows you are more successful with one, you can’t bet just any will work with your audience. So again, an easy and straightforward process such as the button fact above is the way to go. Clearly state what you need your readers to do and provide facts on how it will benefit them if you do so. However, be sure not to overwhelm or crowd with too much detail or content. Always add a deadline or a sense of urgency to increase your click-through rate further.

Tip #10: Simplify Your Lists

List segmentation is beneficial, but just like anything, too much of a good thing can go wrong too. If your audience is involved in too many sequences, they can become annoyed; however, they can get lost if they are not in enough. Find the right balance for your business niche and goals. 

You can get away with sending multiple messages a day for some niches – more than that can send you straight to the spam folder. The more you understand your audience and where they are in the buyers’ journey, the more you can simplify and maximize your lists. 

Keep these tips in your thoughts as you create your next email marketing campaign and auditing process, ensuring that you do everything you can to see a proper return on investment.

Get the the full “Guide to Email Marketing Audits” here: https://iaplifecoaches.org/email-marketing-audits/