The Performance tab under Email Campaigns allows you to track email performance and compare your various campaigns and mailing lists. But why is it important to do this?
Doing a comparison of any two campaigns or mailing lists allows you as a marketer to gain information about your own marketing strategies.
While you may be employing various tactics, designing different templates, and reaching out to a range of audiences, some of these strategies will work and some of them will be less successful.
The performance comparison feature gives you a bird’s eye view of these marketing strategies.
Comparing campaigns
Let’s take a hypothetical example. You have sent out two different email campaigns: Campaign 1 and Campaign 2. For some reason, Campaign 1 is not performing as well as Campaign 2.
You’re not sure the exact reasons for this, but you want to explore and find out, so you can fix any issues and make all your campaigns and mailing lists equally successful. This is where the performance comparison feature comes in.
You use this feature to compare your two campaigns, Campaign 1 (Pakistan International Property Expo Bahrain) and Campaign 2 (Pakistan International Property Expo).
The comparison looks like this:
You are instantly able to gauge a number of possible reasons why Campaign 1 is not performing as well as Campaign 2.
- Campaign 1 is not reaching enough recipients (69%). By comparison, Campaign 2 is reaching a greater portion of recipients (92%). Maybe you have invalid email addresses or recipients who have already unsubscribed from receiving emails from you, which you should remove, since these are taking up unnecessary space in your mailing list as emails will not reach them.
- Campaign 1 is not being opened by a significant number of people. Only 82 out of 463 recipients opened your email. This isn’t good, especially when you see that another email campaign that was also created by you, Campaign 2, is doing much better in this regard. You might compare the subject and preview text of both emails and incorporate ideas from Campaign 2 into Campaign 1 to help improve your open rate.
- Campaign 1 is not receiving the same proportion of clicks as Campaign 2 is. You may want to consider which Call-to-Action buttons you are using for each campaign, because Campaign 2 is getting more clicks than Campaign 1. Use similar CTA buttons and phrases for Campaign 1 to the ones you’re using for Campaign 2.
However, an important point to note is despite having lower metrics overall, Campaign 1 has a lower unsubscribe rate than Campaign 2. So, congratulate yourself on that! And try to figure out what it is that is working for Campaign 1 but not for Campaign 2 in this regard.
Comparing mailing lists
Let’s take another hypothetical example. You have two different audiences or mailing lists for all your campaigns: Sales list and Newsletter List. The latter seems to be performing better than the former.
Again, you’re unsure of the exact reasons for this, but you want to find out.
You use the 'Compare with' feature to compare your two mailing lists.
The comparison looks like this:
You are instantly able to gauge a number of possible reasons why the Newsletter list is not responding as well as the Sales list.
- While the open rates for both lists are good, there is large difference between their open rate. One reason could be that the subject lines of emails sent to the Newsletter list were more compelling than those of the emails sent to the Sales list.
- There is a larger number of invalid email addresses in the Sales list than the Newsletter list. This is another sign of an underperforming audience. Remove invalid email addresses the next time you send out an email campaign to the same audience.
Improved email campaigns
Now you are ready to delve deeper into performance comparison metrics and use them to take your email marketing to the next level.
Here’s how to use the Email Maker to create beautiful, fully customizable emails using email templates and our integrated publishing tools.