Evaluating Your Email Marketing Campaign

apptify_event Evaluating Your Email Marketing Campaign

Dallas Ad Agency, Dallas Digital Agency, Dallas Digital Marketing Agency, Dallas Internet Marketing, Dallas Marketing Company, Dallas Website Design, Digital Marketing Companies, Digital Marketing Experts, Search Engine Hacks, Search Engine Optimization, Website Promotion Strategy

“Everyone wants to optimize her email marketing but what do you do when your campaigns aren’t pulling as well as you need them to?” “Looking at the metrics is the first step but translating the numbers into an actionable solution can be harder.

This is where a critical assessment of your email marketing campaign makes sense. You can do this in-house or hire an outside consultant. Here’s a quick how-to with a list of the three most-common oversights companies make and some tips.

Define the Problem

First you need to hone in on the specific problem. This will keep you or your consultant focused. Make sure you identify the earliest point in the reader experience where your email is falling down. Don’t forget that a low click-through rate may be due to a low open rate.

Then turn an objective eye to your email and figure out what may be causing the problem. The clients I’ve worked with have had one or more the following issues each easily correctable once identified:

Overlooking the power of the “from” line.

Most readers scan the “from” lines first when they look at their inbox and prioritize what they will open. If your email is from someone or something they recognize your chances of being opened immediately increase. If it’s not something they recognize your chances of being opened drop significantly.

A case in point: A few years ago the National Football League sent out an email with “Paul Tagliabue” in the “from” line. Being a football fan and knowing that Tagliabue is the commissioner of the NFL I opened and read that email as soon as I saw it in my inbox. I don’t have any metrics but I’m certain I wasn’t the only one. That was a powerful “from” line.

Asking for too much commitment in the subject line.

A subject line is similar to the outer envelope in direct mail or a cold call in sales. The goal is to get people intrigued so that they’ll want to learn more. If you give them too much info or seem too aggressive you risk pushing them away. Terms such as “register” and “buy” in subject lines are common culprits they ask for a commitment before giving readers any benefits to entice them.

For example I received an email with “Shop for Insurance” in the subject line. My reaction was “I have insurance. I don’t need/want to shop for it.” I bet many other readers had the same response. A better subject line would have focused on a benefit — “Are you paying too much for insurance?” That might get a reader to open the email.

Poorly utilizing your “prime real estate.”

In an email your prime real estate is the area the reader sees when he first opens the email. You want the reader to start reading and then almost without thinking about it scroll down and continue reading. Your copy needs to be concise and focused it should be formatted with lots of white space so that it’s easy on the eye and it should include a call to action with a link.

designed-1024x717 Evaluating Your Email Marketing Campaign

For instance a client was promoting an event for online advertisers and marketers. The first paragraph was dense copy with the key information mixed in. The second talked about statistics from Jupiter Media Metrix and had me going “Huh?” It wasn’t a good use of prime real estate. We revamped it putting the key information into a header with lots of white space and a link to the registration. We eliminated the statistics which weren’t making the case for attendance.

The Benefits of Bringing in an Outsider

None of the clients who made the mistakes listed above is stupid. They are just so close to their products that they aren’t seeing things from the reader’s perspective. One way to get around this is to bring in an outside consultant to do the assessment. Here are some benefits and tips for bringing in an outsider:

Fresh eyes.

This is one of the benefits of bringing in an outside consultant to perform the assessment. Her lack of intimacy with your product allows her to see things that you might not.

Broad experience.

Bringing in someone who has worked with other companies’ email campaigns gives you the benefit of what he’s learned there — both good and bad. One of the ways he will provide value is by applying these lessons to your email marketing campaign.


Contracting with a consultant for an assessment can be very cost-effective you’re not asking her to rewrite copy or provide strategy just to take a look at your email campaign and make suggestions. This can take as little as two to three hours of her time. You can implement many of the ideas she presents (like the ones above) yourself.

Ideas for the future.

The consultant will probably include some items that translate to a proposal for future work. You’re under no obligation but as a result of the assessment you’ll get a feel for your compatibility with the consultant and the value that he can provide. If you do decide to move forward you’ll already have a relationship you won’t be hiring someone blind.

Try It — And Let Me Know How It Goes

Whether you decide to handle the assessment yourself or bring in an outside consultant your email marketing efforts will benefit from an assessment. Looking at your efforts with a critical eye is the best way to improve the success and longevity of your campaigns. Give it a try and let me know what you find out.

companylogos Evaluating Your Email Marketing Campaign


Find Out More

Marketing Tips You Need

Keep In Touch

Quick Subscribe

Client Reviews Tell The Tale.

Nicole NoblesApril 18, 2024
Dan was a delight to work with. I needed a few headshots taken for my LinkedIn profile and Dan provided the easiest and most comfortable experience using state-of-the art equipment in a very professional setting. Also, the turn-around time on results was quick and I felt completely engaged and satisfied during the entire process. I highly recommend his services.Donny RitcharoenDecember 19, 2023
I got headshots taken and they turned out so well! The lighting was amazing.Tessa ChanMay 31, 2023
We used Appture to build a lodging website, and they were awesome! Dan went above and beyond to show us the functions and make all of our changes. Appture is our go to for web design from now on!Abigail HaleOctober 26, 2022
Dan did a fantastic job making me feel comfortable while shooting. He also made me look great! I don't photograph well, so I am very pleased with the results and speed at which I got the final product.Lily GostinSeptember 13, 2022
Appture knows their business and will go the extra mile for their customers. They do high quality work and provide great ongoing support.Chris McCorkindaleMay 25, 2022
Anita CauthornMay 24, 2022
It’s so rare in these times to find one man with so much wow factor and more rare to find men with similar interest and passion in their life journey as myself . Dan Elliott has been introduced to many in what is now considered as the Terror Dome , a place where many dreams are not deferred they are detoured to routes that lead to dead ends , he comes in full of optimism so infectious that he, maybe with out knowing is energizing those who have ventured where others would fear going with just the right jolt to forge on in the way of helping fallen humanity … His various fields of expertise has helped many in my region and I can only imagine the number he has effected beyond those I know … from day one I knew “ this was a man of kindred spirit “ Dan Elliott is a Gem and adds glimmer to things he touches … I’m a Witness ….and eternally grateful….L.Rashaan RichMay 21, 2022
Dan and his group are highly capable and knowledgeable. They work fast and get the job done. I highly recommend Appture.Justin FrankMarch 26, 2022
They are highly specialized in their work and constantly seek innovation.Ismail YenigulMarch 14, 2022
Dan is a marketing wizard. Honest, Experienced and a read deal. I am blessed to have him in my journey online :) Highly recommended.Sabbir HasanMarch 7, 2022
So much to say. Creative, Intelligent, Talented, Limitless, Affordable. It's amazing what these guys can do.Hack mackMay 17, 2019
We'd used some other agencies before, but man, they simply knocked us all over. After being in business for 30 years, I wonder how much more business we'd be doing if we'd hired them earlier.Rebecca HoneaMay 17, 2019