What is involved in an email marketing audit?
Do you have a capture page set up? This could be a form added to your web site or blog. It could also be a stand alone capture page you are using. The key is to give your visitors a way to request your information so you can start building your list.
Next, be sure you have your follow up messages set up. We recommend 7 to 10 pre-written messages that help your subscribers realize how you can help them solve a problem. The key is to help your readers know that you are a professional and can add real value for them. This relationship makes it much more likely that they will buy from you rather than your competitors.
Things to look for in your follow up messages include:
Are your colors, logo, and branding consistent in your messages?
Do you have clear call to action lines and images?
Once you have begun building your list and your followup messages are going out, it is time to start tracking results. Are your messages getting opened? When the get opened, are your links being clicked?
At each step along the way in your email marketing audit, you will be able to track and identify areas where you can make improvements.
For example, starting with your capture page: Are people subscribing to your list? Maybe a new headline, a new offer, a new call to action, or a new incentive will improve your subscriber count.
Once they subscribe, are they opening your messages? Be sure to personalize your subject lines. Make sure the subject line is enticing and attention grabbing so the reader is more inclined to open and read your message.
Once the message is opened, are your readers clicking through to your site or offer? You may need to try difference placements or different call to action lines to see if you can improve those results.
The work you do in an email marketing audit can help your business start seeing solid results. It’s worth the time you will take to get it right!