This article discusses the importance of running an email marketing audit in order to achieve increased open rates, click-through rates, and sales. The author highlights the value of creating an audit of one’s own and has teamed up with six email marketing experts to provide insights into the process.
The article covers various aspects related to email marketing audits, including defining what an email marketing audit entails, discussing the benefits of conducting audits, and outlining the anatomy of an email marketing audit. The anatomy includes sections such as performance metrics, list health analysis, content and design review, deliverability and compliance assessment, and automation and workflow evaluation.
The benefits of email marketing audits are illustrated through the experiences of email marketing experts. These benefits include improved open rates, click-through rates, and sales, as well as finding what resonates with the audience, improved engagement and deliverability, seeing the big picture and refocusing goals, improving email list health, and nurturing relationships.
The article also provides insights into conducting an email marketing audit, offering a nine-step process for running an audit. This process covers defining the scope and setting goals, building an audit team, choosing audit tools, data collection and legal review, listing the areas to be audited, assessing impact using email marketing metrics, A/B testing, creating an action plan and getting approval, and implementing the action plan and analyzing the results.
In addition to the audit process, the article offers tips for conducting an email marketing audit, including breaking the process down into manageable chunks, highlighting the importance of collaboration, testing messaging through expectation tests, accounting for differences in strategies and campaigns, using quantitative data and qualitative feedback, removing inactive subscribers, A/B testing often, and finding outside-of-the-box solutions.
The article concludes by emphasizing the importance of running an email marketing audit to gain insights into campaigns and email accounts and aligning email marketing activities with broader business goals. The expert-led email marketing audit process provides a clear framework to identify what works and improve email marketing strategies.
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