There’s a good chance that you are running email campaigns as a part of your marketing strategy. If there has been a drop in the results in recent years, you need to analyze to figure out the cause of the problem. Keep reading to learn about a technique we used to uncover a problem, and how we fixed it.<\/p>\n\n\n\n
Our client recently experienced a considerable drop in form submissions – \u201cleads\u201d – on their website. To figure out why this was happening, we started by looking at the most recent campaign results, compared to the previous year. Over this time, the open and click rates improved. So we needed to look further.<\/p>\n\n\n\n
The Google Analytics dashboard showed a great deal of traffic going to our client\u2019s landing page. We had built the landing page very carefully, with lead magnets and a step-by-step funnel approach, but there was something still missing. And the client was losing potential customers.<\/p>\n\n\n\n
Here\u2019s how our team analyzed the entire process and the key takeaways!<\/p>\n\n\n\n
1st – we reviewed the \u201cOpen Rate\u201d<\/u><\/strong><\/p>\n\n\n\n We looked at the number of people who opened the emails – i.e. the \u201cOpen Rate\u201d- under the email results. A higher open rate indicates that your email\u2019s subject line has caught the attention of the recipient. Since the open rate had jumped in this case, it meant that the subject line was generating action.<\/p>\n\n\n\n 2nd – we assessed the \u201cClick Rate\u201d<\/u><\/strong><\/p>\n\n\n\n In this assessment, we found that the \u201cClick Rate\u201d was higher than the industry average. People were clicking on the email and going to the landing page. A clear indication that the recipient found the email intriguing and wanted to know more about the client\u2019s brand and services. So this wasn\u2019t the cause for the drop in \u201cleads\u201d.<\/p>\n\n\n\n