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Only then can you react quickly, work on details and adjust where necessary. It is crucial to carry out your analysis soon after you launch a campaign. A baseline gives you a frame of reference for comparing different campaigns. So let's get to work with them! Using a benchmark is always useful at this stage. Of course, statistics remain just statistics if you do not study, compare and analyse them. You have now reached the point where you have gathered a wealth of information. Maybe you only want to measure the effect of one specific email? Or do you want to compare the reactions of two different segments? Step 5: Perform your analysis and draw conclusions You compare, for example, the sales results of contacts who received a certain email with those who did not.įinally, select only the statistics you need for the result you want to measure. Set up A/B tests, including a control group.They show you at a glance how often your email was delivered and opened, but also how many recipients clicked through.
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Various email/automation software programmes, like Flexmail, offer great statistics.With webtracking, you gain insight into the click behaviour of the visitors to your website.Think, for example, of membership lists, data from completed forms or the number of likes or shares. A lot of information can be garnered from your own databases.Therefore, do not limit yourself to an analysis of your email, but also look at the effects on your other channels:īut how do you collect the necessary data for this? The most important possibilities: Do your emails reach the right contacts? Who opens your emails? How many of them click on the link in the email? Of course, you also want to know where your contacts go after receiving your email. But where do you get the input for your analysis? After all, you are looking for answers to a lot of questions. Step 4: Collect and select relevant statisticsīy now, you have a solid overview of your campaigns and the measurable goals you wanted to achieve with them. You can read more about which indicators you should include in your analysis in the important statistics and KPIs section. Think critically about whether what you measure really adds value to your ultimate goal. To be able to analyse the results of your email campaigns, the M ( Measurable) deserves your attention the most. Step 3: Make your goals measurableįormulate your goals according to the SMART-principle. Once you have that, you have a good basis for your future content calendar. In order to better attune your content to your target audience and goals, it is essential to know which content works and which does not. Make room on your list for content analysis. Step 2: Don't forget your content as a valuable source of information In addition to your goal, it is important to include the following elements in your analysis:
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To create a complete picture, include not only your manual but also your automated workflows in your list. What did you want to achieve with your email? What action were you trying to encourage your contact to take? For each goal, you also formulated KPI’s or key performance indicators that help you measure if and when you achieve your goals. List all campaigns from the past year and note the goals you had in mind for each mailing. With the steps below, you’ll reduce the chance of forgetting important elements and you rest assured that your analysis will be useful. In order to analyse your results effectively, it is best to proceed in a structured manner.
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Do you see differences in campaign results? And if so, what are the differences in those campaigns?.What did you get no or hardly any reaction to?.What went as expected over the previous period?.The following questions will help you get started: Set up some tests to help you make decisions in adjusting your current plans and drawing up new ones. During slow periods, reserve enough space in your diary for analysis. Even negative results are positive, because you use them to make positive changes to your next campaigns. By tracking your results, you no longer have to guess at your audience's preferences or how they interact with your messages, you can back up every decision. And what adjustments you need, you will find out by measuring, testing and analysing. But your market and your contacts are constantly changing, so your strategy has to as well. The success of your email marketing starts with your plan.