Create a measurement plan in 3 steps
1. Choose your timing. You should track email performance on an ongoing basis. But before setting KPIs, it’s a good idea to establish a tracking schedule—whether that’s weekly, monthly, or campaign by campaign. At any rate, you can check progress against benchmarks and previous performance, which makes it easy to spot patterns of improvement or decline. These can then be marked against a specific type of email campaign, a particular customer segment, product type, or external factors which could be impacting upon the campaign’s performance.
2. Outline your goals and objectives. Performance tracking has to be relevant to the campaign goals and objectives. At a very early stage of strategizing, it’s important to establish clear goals and objectives. When defining these, think hard about how measurable they are and how that measuring can be done.
3. See what’s working (and what’s not). Analysis can also shed light on the type of content that is engaging your subscribers by analyzing the links or imagery that have driven the most clicks. By analyzing your audience’s behavior, you’re able to learn more about them, like what interests them or which content isn’t effective in driving any action or engagement.