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The Right Way To Plan And Track Email Marketing Campaigns

(Last Updated On: March 7, 2017)

Formulating an effective email marketing campaign requires a lot of thinking and analysis. To keep your email marketing campaign organized is also one of the trickiest tasks to accomplish. It is very important to learn the right way to plan, execute and track these campaigns.

Using these tips and being proactive and strategic at all stages of its execution, is helpful in generating qualified leads.

Download a copy of email campaigns and personalizing it

To make an effective email marketing campaign, it is important to download a template and personalize it by populating it with the entries of your business data. This template is in Excel and will contain three tabs as

  • Email Planning (shown as green cells)
  • A/B Testing Planning and Results (shown as red cells)
  • Email Results Tracking (Shown as yellow cells)

These three sections contain spaces to enter twenty-five details of your business in several areas. The information you add to these spaces helps in planning, testing, and keeping track of the progress of the email marketing campaign.

Email Planning

In this area, you will specify the logistics of email, such as when it is sent and who it is intended to. It will also include email send date, owner, email topic, subject line, status, email draft link, target segment, goal, send list, exclusion list, personalization tokens, links to images and landing pages, mail to link and social share buttons.

A/B Testing Planning and Results

Once you have properly made the email planning part, you will get several ways to perform A/B test of your emails. You can test the subject lines, the image in the email, call to action layout, the position of social sharing buttons and links, and several other elements. To perform this step, you need to know two things:

A/B Test Description  

This description is: for any A/B test that has been conducted with the email send and the type of metrics used to measure its effectiveness.

For successful execution of an email marketing campaign, it is important to make a personalized marketing calendar. The dates defined in the marketing calendar are important in putting together and developing a comprehensive digital marketing strategy.

Considering the important dates mentioned in the calendar, you can adapt your business to the requirements of the brand and users. Based on the need, this calendar can be revised and updated throughout the year.

Summary of A/B Test Outcome

Here you will see the type of tests performed with different variations and the results achieved by its implementation.

Tracking of Email Results

Any email marketing campaign that you formulate and run for your business is done to accomplish some objective. Measuring its success and analyzing its performance are the important processes of any campaign.

In this step, you will check the impact of your campaign in improving the productivity of your business. You need to see what impact the marketing campaign has created in increasing the sales and revenue of your business.

Following factors are involved in tracking the results of a campaign:

  • Total Emails Delivered
  • Total Emails Sent
  • Total Clicks
  • Total Emails Opened
  • Deliverability: This is calculated by dividing Total Emails Delivered by Total Emails Sent.
  • Open Rate: The result for this field is generated by dividing Total Emails Opened by Total Emails Delivered.
  • Click through Rate
  • Leads Generated

To get the desired results, it is important to customize the template according to your requirements and goals and check how well it meets the needs and goals of your organization.

By creating an efficiently designed email campaign planning template, it becomes easy to organize and track emails. These templates also produce high-level results that lead to success and increased the revenue of the business.

About the author

Sidharth Pk

Sidharth. Professional Blogger. Android dev. Audiophile. Find us on Google+
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