\u201cThe only thing worse than being blind is having a sight but no vision\u201d <\/em>\u2013 Helen Keller<\/p>\n\n\n\n
That\u2019s exactly the case with email marketing practiced without any audit.<\/p>\n\n\n\n
It is interesting to know that approximately 74% of client-side marketers<\/a> consider email as an \u2018excellent\u2019 or \u2018good\u2019 marketing channel. Carrying out an \u2018email marketing audit\u2019 helps you to measure the performance of your email marketing strategy<\/a> and make the most of it.<\/p>\n\n\n\n So many marketers overlook this approach thinking that it is not worth their time and money. However, the fact is that email audit can enlighten the marketers about the shortcomings in their strategy and help them make the necessary amendments.<\/p>\n\n\n\n So, do you have an email marketing audit checklist? If not, perhaps you need some convincing. <\/p>\n\n\n\n An email marketing audit can come to your rescue if you are facing any challenges or if you want to rediscover new opportunities with your email campaigns<\/a>. It paves new avenues for you to try and test. Businesses usually prefer a quarterly email audit approach. However, if the number of emails that make up your strategy is too low, you can consider a half-yearly approach for the audit.<\/p>\n\n\n\n Let experts audit your email marketing campaign and help you optimize it.<\/strong><\/span><\/a><\/p>\n\n\n\n Know more>><\/strong><\/span><\/p>\n\n\n\n It is debatable whether you should perform an internal audit or an external audit. But, an external audit is more beneficial in the following aspects:<\/span><\/p>\n\n\n\n Let\u2019s take a simple example. It is advisable to use live text instead of slicing fonts in email. This could seem an unimportant fact, but it goes a long way in enhancing the subscriber experience.<\/p>\n\n\n\n By running an email campaign audit, you can take important decisions like upgrading to a new email service provider, improving deliverability or changing the day\/time of send. Moreover, it allows you to have an exhaustive understanding of what\u2019s working for your emails and what isn\u2019t. Through the conclusions derived from the email audit reports, you can improve your business outcome by revising the key elements of your email marketing strategy.<\/p>\n\n\n Now let\u2019s look into what an email marketing audit checklist should contain.<\/p>\n\n\n\n Many clients who approach agencies for email audits are not sure of the parameters included in it. Email Uplers is a full service email marketing agency that provides extensive email audits. Some of the criteria that we keep in mind are shared below:<\/p>\n\n\n\n We go through the emails and share the elements that are most relevant for that particular industry, based on the latest trends. This information is more likely to bring good results for the clients.<\/span><\/p>\n\n\n\n Let\u2019s say, for one of the clients, typography is working better than plain fonts like Times New Roman. They should design emails keeping this fact in mind.<\/span><\/p>\n\n\n\n The audit experts have a close look at the kind of CTAs that drive subscribers to visit the website.<\/span><\/p>\n\n\n\n It could be rounded buttons, CTAs using first person narratives, a specific color in the CTA text, etc.<\/span><\/p>\n\n\n\n Even a glimpse of the email should build credibility and instill trust in the minds of the subscriber.<\/p>\n\n\n\n The audit helps in verifying whether the brand guidelines are being met.<\/p>\n\n\n\n Based on the above parameters, you can start with a simple email audit checklist template.<\/p>\n\n\n\n The most frequently asked question regarding <\/span>email audit<\/span><\/a> is this- How do we gauge the email marketing performance?<\/span><\/p>\n\n\n\n So, here\u2019s a sneak peek into the same.<\/span><\/p>\n\n\n\n So, here\u2019s a more detailed look at the parameters that an email marketing audit checklist should contain. <\/p>\n\n\n\n A subscriber list is the most important part of email marketing. The first concern is to determine whether the email list<\/a> is organically built or purchased. Purchased lists seldom perform well on the charts of email metrics as you do not have explicit consent to send them any marketing email communication. It is, therefore, advisable to have a prominently placed sign up form on your website or promote informative downloadable resources as gated content to get more subscribers.<\/p>\n\n\n\n Pro-tip<\/strong>: Carry out regular email list cleaning<\/a> to maintain proper list hygiene and enhance deliverability.<\/em><\/p>\n\n\n\n Email marketing does not work if your email does not reach the right set of people<\/em>. An audit checks the email list and ensures that it has been segmented based on the right criteria. Taking into account the industry and type of business, it can suggest the best segmentation parameters that would work for you.<\/p>\n\n\n\n For example<\/strong>: If you are a retail store owner, you should segment on the basis of age, sex, and geographic location. This will give you a better chance of conversion through personalization <\/em>by creating more relevant \u2018promotional\u2019 emails.<\/p>\n\n\n\n Here\u2019s a real-life example to inspire you.<\/p>\n\n\n\n Formaggio Kitchen has a long signup form, but it is the perfect example to enable smart segmentation<\/em>.<\/p>\n\n\n\n I received this email because I expressed my interest to receive regular updates on weekly dinner menus. This implies that they have added me in that particular mailing list<\/em>.<\/p>\n\n\n\n Have a trustworthy name and email address as the email sender. Rather than sending an email with an unrecognizable name and a no reply email address, it is always better to have your brand name as the sender name with the email address \u2018contact@abc.com\u2019 or \u2018news@xyz.com\u2019.<\/p>\n\n\n\n No reply email addresses evoke the feeling that the sender is least interested interesting in hearing from the subscriber and that certainly impacts the email performance.<\/p>\n\n\n\n Check out the example below<\/p>\n\n\n\n If your emails are not bringing the desired open rates or if the email opens are consistently below average, the main suspect is <\/span>bad <\/span><\/i>subject lines. An email audit carefully analyzes the subject lines by exporting the email campaign reports and deduces the findings based on the subject line best practices.<\/span><\/p>\n\n\n\n Another culprit for low open rates is the absence of pre-header text. Marketers often send emails with the preheader text \u2013 \u2018View this email in browser\u2019. That is certainly a waste of <\/span>content space<\/span><\/i>. Based on this information, the audit experts share their recommendations in different stages according to the priority of their execution.<\/span><\/p>\n\n\n\n Uncommon Goods <\/span><\/i>does a good job at drafting concise subject lines with interesting preheader text \u2013 \u201cDid you get your Father\u2019s Day gift yet?\u201d<\/span><\/p>\n\n\n\n Subject line: Morning, sunshine!<\/span><\/p>\n\n\n\n Pro-tip:<\/strong> Personalization and emojis in subject lines are the growing trends that email enthusiasts look forward to seeing in the future emails, not to forget a preheader text that elaborates the subject line.<\/em><\/p>\n\n\n\nImportance of Conducting An Email Marketing Audit \u2013 It helps you bring a vision<\/strong><\/h2>\n\n\n\n
![\"Email](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/12\/2.jpg\")
<\/a><\/div><\/div>\n\n\n\nParameters in An Email Marketing Audit Checklist<\/strong><\/h2>\n\n\n\n
<\/p>\n\n\n\nFoundation Stones of Email Audit<\/h2>\n\n\n\n
Email list<\/h3>\n\n\n\n
Segmentation criteria<\/h3>\n\n\n\n
![\"Email](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/11\/Formaggio-Kitchen-Email-template-audit.png\")
<\/figure><\/div>\n\n\n\n![\"Formaggio](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/11\/Formaggio-Kitchen-II-Email-template-audit-420x1024.png\")
<\/figure><\/div>\n\n\n\nSender name and email address<\/h3>\n\n\n\n
![\"Hollister](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/11\/Hollister-II-Email-template-audit-e1542804348538.png\")
<\/figure><\/div>\n\n\n\nSubject lines and preheader text<\/h3>\n\n\n\n
![\"Uncommon](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/11\/uncommon-goods-1-scaled.gif\")
<\/figure>\n\n\n\n![\"Uncommon](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/11\/uncommon-goods-2-scaled.gif\")
<\/figure>\n\n\n\n
![\"Email-audit\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/03\/5-Email-audit.png\")
<\/a><\/div><\/div>\n\n\n\n![\"Airbnb](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/11\/start-dreaming-about-summer.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/09\/email-audit.jpg\")
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