13 Ways To Audit Your Email Marketing


We run a vast array of different email auditing services for our clients, so that they can quickly work out where they should be investing more time to get the most out of their email sends.

I thought I’d run through each of the audits we recommend and explain a little bit more about what they mean.

Some of these can be carried out yourself internally, but if you want some assistance, let us know if you are interested in any of the audits for your company and we’d be happy to help!

1. Segmentation – segmentation allows you to group your recipients by certain factors so that you can send different, targeted messages to certain segments and increase the effectiveness of your campaigns.

2. Triggered campaigns – triggered emails enable your company to automatically send an email to a customer or prospect based on certain actions they take – for example, if they download a whitepaper, or a certain time after they have purchased.

3. Dynamic content – you can use dynamic content in your emails to change the information a recipient is sent based on their segmentation profiles. For example, you might want to send an email pulling in product information based on a recipient’s last purchase. The content in the email marketing message would be different for each recipient.

4. Email health check – there are around 25 different criteria that can be used to check whether your emails are up to scratch and healthy.  This will give you a broad effectiveness rating for your campaigns and allow you to identify areas for improvement.

5. Testing – this allows you to look at certain aspects of your email campaign and see if there are areas that could be performing better. By sending different messages to different segments, you can see which is performing best.

6. Eyetracking – ever wondered which parts of your email a recipient actually looks at? If so, eyetracking could help.  Eyetracking provides a picture of how your recipients actually read and interact with your emails.

7. Data collection strategy – by analysing your customer journey, you can make sure you have appropriate and effective data collection opportunities at each touchpoint. This will help you grow your data list.

8. Data quality – it is possible to benchmark the contents of your data by looking at, for example, its age and the last customer action. This will let you know whether you need to collect fresh data or at least trim your list.

9. Opt-in/Opt-out analysis – are you worried about the number of opt-outs you are receiving? It’s worth looking at the factors affecting opt-ins and opt-outs to see if there are improvements that can be made.

10. What metrics should you measure – email is fantastic because it is so measureable. But which metrics actually matter most for your business? Often, you don’t need to measure them all.

11. ROI calculation – you know you are getting some good results from your email marketing, but is it actually giving you a return on your investment? If you don’t know, it’s worth taking a look and finding out.

12. Value of an email address – what is the lifetime value of your email asset? Calculating this can help you make a case for more budget or investment in email marketing.

13. Deliverability– concerned about whether your emails are actually getting into the inbox? It is possible to investigate whether there are changes to need to make to improve deliverability.

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