A good email marketing program cannot be just created and left to its own devices. It needs to be reviewed, analyzed, and means-tested, which is where the idea of an email marketing audit can come in. An email marketing audit doesn't just review the data of one single campaign, it reviews the design, code, and the compliance of every email campaign within the program, as well as all relevant KPIs.
Learn more below with email specialists, CodeCrew.
Fun Fact: When PetLab Co. approached us, we discovered that they were losing a lot of revenue by not segmenting their wide audience. Click here to learn how just one campaign yielded a 53.33% click rate increase.
Essentially, an email marketing audit is a step-by-step evaluation of all your business’s email marketing efforts. The idea of an email marketing audit allows you to understand what is working well for your campaign, but what need to be improved to help your ROI.
As mentioned briefly, the benefits of an email marketing audit include the opportunity to improve your open rates, improve engagement throughout your email campaigns and most importantly, garner more sales for the business. In this section, we will breakdown the key benefits of undergoing an email marketing audit.
One great benefit of undergoing an email marketing audit is the opportunity to improve click-through rates and open rates. Understanding how subject lines are interpreted and what size CTA button to have can all have large impacts on email performance.
As with any marketing channel, the end goal is generating additional sales for the brand and this can be one of the biggest benefits of an email marketing audit. Better understanding vital data, such as open rates, conversion rates or deliverability, will help future campaigns perform much better, delivering higher ROI.
Understanding what motivates your customers from an email perspective can also give you the opportunity to understand them at a deeper level. With this information, you can make data-backed decisions in other marketing channels, such as social media and website-based blog content.
As you’re aware, there’s no point in spending all that time and effort on your campaigns, only for them to end up in the spam folder. Auditing your emails can help you understand what engages your client base, leading to improved engagement, and may help you avoid the dreaded spam box.
Being able to see a breakdown in how all your current email campaigns and flows are performing at once can show you the big picture you may not realise you may have needed. This can allow you or your marketing team to refocus and understand the big picture of your business.
Scrubbing your list can positively affect your sender reputation and ensure that your metrics are accurate.
By staying in sync with your audience’s needs, you can decrease churn rates, unsubscribes and increase sales.
We can take your existing email marketing program and, after checking under and behind each and every metric, we can ascertain where you’re lacking some of that crucial zing. Our team pays close attention to your Key Performance Indicators (KPIs) to see which emails yielded a higher conversion rate, and which ones caused a spike in unsubscribe rates. We also focus on ways to improve email deliverability to make sure your emails aren’t ending up in spam folders.
There are a million little pitfalls that could be robbing you of revenue, and an audit is the first step toward getting rid of them.
When it comes to great email marketing, experience is everything. Our goal, as a team of email experts with decades (collectively) of experience in this field, is to put our expertise to good use when conducting an audit on your business’ email program. Sometimes we can even solve your problem at a glance because we’ve seen it before and know exactly where to go. We also have the ability to spot things that are invisible to the inexperienced eye, as well as find potential issues and stop them before they can negatively impact your business. What’s more, through effective email campaign management.
Of course, we don’t just wing it. The key to getting answers is asking the right questions. Which is why we divide your audit into the following sections:
Does each email look like a work of art? We are known for our dazzling, impactful design work and we recognize how much of a difference good design (and great content) can make. Sometimes, all you need is a slightly smaller logo to start making the kind of profits you want. Sometimes, you need a lot more love, but we’ll get you there either way.
Will this look great on an iPhone AND a laptop? The best strategy, content and design can still fail if you don’t stick to some key benchmarks of email design. One of the many best practices we check for is that all images in your emails are clickable. It might sound simple but it’s something that can have a big impact and is often overlooked.
Your GDPR/CASL/CCPA/LGDP legal compliance all needs to be in place – this isn’t just best practice, it’s mandatory. And for good reason - these legal requirements are designed to protect you and your customers from questionable emails. So, while some might roll their eyes at compliance, we see it as a great way to ensure that customers receive quality, trusted content, and that you’re sending your campaigns to people who are genuinely interested in your products and services.
When it’s done right, email marketing automation not only generates a lot of income but also makes the day-to-day running of your business so much easier. We’ll go through a few of the main ones you may have in your program, including:
These typically yield the best click rate, since it’s the first email subscribers receive from you after signing up. A welcome flow should do exactly what it says on the can by first welcoming a customer and then recommending products and services to get them started.
These are designed to target customers who are browsing your site, but not adding anything to their cart. This can be done by highlighting any special offers on those products, recommending similar items, or simply encouraging customers to return to the site.
For customers who’ve added items to their cart, but haven’t moved to checkout. A good cart abandonment flow can recover a LOT of potential revenue, while a bad one can be costly for your business.
We’ll make sure that you know everything you need to know about transactional emails, and ensure that all transactional emails - like order confirmations, shipping reminders, and delivery notifications - are up and running, in order to help you communicate with your customers and offer the best possible level of service.
“CodeCrew is the real-freakin-deal. They professionalized my brand in a way I didn't know was possible and genuinely went the extra mile for my company because they CARE. They have heart and brains - it's a win-win and any company would be lucky to have CodeCrew representing them.”
Before we start an audit, we remind ourselves of the basics. Here’s what we’ve learned over the past few years:
The world of email marketing is intricate and tricky to navigate. It can overwhelm anyone, from seasoned entrepreneurs to new business owners. But it doesn’t have to be that way. Our team of dedicated experts is here to guide you through every step of the process, from doing an email marketing audit on your existing campaigns to building the kind of email marketing program that will help you create the business of your dreams. Sound good? Then schedule a 45-minute meeting with us.
A marketing audit is a step-by-step evaluation of all your business’s existing marketing elements, campaigns, and practices. It’s a litmus test to ascertain what’s working, what needs improvement, and how your business’s marketing is performing as a whole. If you’re using an Email Service Provider (ESP), our experts can do some serious digging and look at Key Performance Indicators (KPIs), cross-reference those with campaigns, and also see when customers unsubscribed. Of course, we’ll also pay close attention to those campaigns that had a good click-through rate. The saying goes, “You can’t improve what you don’t measure”. Well, this is the first step toward giving your marketing a boost in the upward direction.
Imagine a football team without a coach. Each game they run out onto the field and simply give 110%. Except there’s no one to analyze the game, look at the team’s strategy, or plan their next play. This is what you’re doing with your email marketing if you don’t do an audit. Yes, your emails look great, but they could be sitting in spam folders or boring subscribers without you knowing. With an email marketing audit, you get a clear insight into both your own campaign’s performance and - more importantly - your audience’s preferences. Perhaps your subscribers simply don’t read emails at the time you send them. Maybe they don’t like getting three emails a day? All these questions can be answered (and corrected) by taking a closer look at the instant replay and listening to your coach.
Every email marketing program is different and you may need to focus on deliverability over design (as an example) - it just depends on what’s affecting your ROI and general performance. Having said that, the key factors you should focus on include design and layout, content, the quality of your automated flows, deliverability, spam and bounce rates, unsubscribe rates, cadence, click rates and open rates, A/B testing, and your overall strategy and approach.
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In the meantime, check out what we’ve achieved for some of our clients.
