It’s important to evaluate the effectiveness and impact of your message, otherwise you won’t know whether it was successful or not. How can you know what to improve if you don’t know how you’re doing?
Evaluating the response to your message can help you get better engagement using a constant process of improvement. There are two primary analytics tools you can use to track email engagement:
- Website Analytics, such as Google Analytics. Use unique codes to identify which web pages were looked at as a result of your email messages. You can track individual messages and entire campaigns to build a picture of the success of your messages over time and the resulting effect on your website traffic.
- Email analytics. If you’re using an email management system such as Campaign Monitor, Mailchimp or GovDelivery, you’ll be able to track how many times your emails have been opened, who clicked through to your website, how many emails were forwarded to friends and who unsubscribed as a result of your message.
Consider tracking the cost-effectiveness and environmental sustainability of your email campaigns. How much money did you save as opposed to a printed leaflet campaign? How many kilograms of CO2 did you save from not sending out delivery trucks with council newspapers? Email helps you be seen not to be wasting public money, but rather using it efficiently & effectively.
If you’re a government department or a local authority, consider whether you’re catering for all your citizens. Diversity isn’t just about writing “Welcome” in twelve languages on your homepage – consider whether your message is appropriate to the audience and whether it accounts for cultural sensitivities and norms. It might be better to send targeted emails to different groups rather than try to be everything to everyone in a single message.