Email Case Studies + Metrics to pay attention to

There are a few different ways you can utilize your e-newsletter lists, each relating to different goals. We’ve worked with an array of clients, helping them to reach their various goals by creating an email marketing strategy focused on their specific needs. 

For Lauren Rose Senior Advisors, we created an e-newsletter template that allows the team to send updates about the company, including recent blogs and sales tips, each month. Their main goal with their email is informational. They want to get the word out and keep their audience informed on any company news. A simple, monthly newsletter does just the trick. 

Slack Tide Maine is a local flake sea salt company that harvests their own sea salt off the coast of Maine. Their main goal with their email marketing efforts is to create more sales opportunities. We created a set of email templates of various lengths that they can use for any occasion or focus. 

Throughout each email template, we gave them multiple places where they can link to a specific product on their site, alongside a text incentive for customers to click on the link and buy their product. One of these incentives comes in the form of recipes you can use their salt in to make delicious meals, snacks, and desserts. 

By showing people the product in action, we’re able to increase the likelihood of them making a purchase so they can make the recipe at home. For sales, emails are likely to go out more frequently than a simple newsletter. The variation that the templates offer keeps audience members from getting fatigued or bored with the weekly emails appearing in their inboxes. 

Loyalty Builders needed to create understanding and awareness around the products they provide. We designed templates for them that let them explain their products, increase brand awareness, and help them get recognized for the work they do. 

For our Harley-Davidson dealers, we send out weekly emails with promos, events, and new bikes they have in their inventory to keep their audience engaged and in the know. We create new graphics for each item and add links to relevant pages on the website to drive traffic back to the site. 

With so many metrics for your email marketing campaigns, looking at the data can feel overwhelming, but here are a few that you should definitely be paying attention to:

• Open rate: tells you how many people are actually opening your emails—good for gauging subject line effectiveness and overall interest.
• Click-through rate: shows how many people are engaging with the content inside your email (and which links they’re drawn to).
• Unsubscribe rate: helps you spot if your content is missing the mark or being sent too often.
• Bounce rate: tells you if emails aren’t getting delivered—could be an issue with list quality or outdated addresses.
• Conversions: whether that’s a purchase, a booking, or a form submission—this is how you track actual results from a campaign.
• List growth (or shrinkage): keep an eye on how your list is growing over time and whether new subscribers are sticking around.
• Engagement over time: are your emails becoming more effective, or are people tuning out? Trends matter more than any one send.

Interested in learning more about the best way you can utilize your email list to help you reach your goals? Get in touch!