emm lesson 6 slides

TRACKING

YOUR

RESULTS 199

“YOU CAN’T SET REALISTIC GOALS WITHOUT BENCHMARKING YOUR CURRENT RESULTS!”

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HOW WELL IS EMAIL WORKING NOW?

HOW BIG IS YOUR EMAIL LIST? ARE YOU MAILING THE ENTIRE LIST? HOW MANY OPEN YOUR EMAILS? HOW MANY CLICK? HOW MANY UNSUBSCRIBE? HOW MANY COMPLAIN?

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5 STEPS TO BENCHMARK

EMAIL PERFORMANCE STEP 1: LOOK-BACK & CHART EVERY BROADCAST EMAIL FOR THE PAST 3… 6… 12 MONTHS!

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5 STEPS TO BENCHMARK

EMAIL PERFORMANCE STEP 2: ESTABLISH AVERAGES FOR OPENS, CLICKS, UNSUBSCRIBES, COMPLAINTS & FORWARDS.

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BROADCAST EMAIL TRACKING & BENCHMARKING

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5 STEPS TO BENCHMARK

EMAIL PERFORMANCE STEP 3: IDENTIFY IRREGULARITIES… ANY BREAKOUT GOOD OR BAD!

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5 STEPS TO BENCHMARK

EMAIL PERFORMANCE STEP 4: LOOK FOR PATTERNS… (TOPIC, DAY, TIME, FROM, ETC.)

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5 STEPS TO BENCHMARK

EMAIL PERFORMANCE STEP 5: SET BASELINE NUMBERS & GOALS FOR EVERYTHING… (USE GREEN/YELLOW/RED)

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