Sample email program audit report
- 1. Sample Email Program Audit
- 2. About The Company A jewellery store that has specialized in selling jewellery and watches for 2 decades, launched their e-commerce site in 2017. Industry: E-commerce
- 3. Grow Email List • To increase the subscriber base, there are couple of forms on the website.
- 4. List Growth List growth in the past 1 year ▪ List had growth rate of 72.2% till January 2019. In February 2018, it was approximately 3476, while in January 2019, it went up to 5987. ▪ Out of the total audience – 54% of the audience is collected via API , while 35% of the audience is added via List Import. Sources
- 5. Overall List Analysis ▪ Approximately 57.5% of the subscribers are reviewing the email in Mobile and 42.5% in the Desktop – As there are higher percentage of audience reviewing emails in mobile – Responsive emails is a must. ▪ 33.9% of the subscribers are viewing emails on iPhone and 31.3% of Gmail users view the emails on Desktop. ▪ It is Important to focus should be on designing emails that renders well in Mobile and Desktop (web email clients).
- 6. Automation Analysis Automation Series ▪ Total of 7 Email Series ▪ Sent at any time between 3pm to 10pm ▪ First 5 Emails are triggered at an interval of 2 days and last 2 emails are triggered at an interval of 5 days. ▪ First 4 emails are sent to everyone who joins the list, last 3 emails are sent to those for whom Stop Automation is not Yes. ▪ All the emails created for automation are majorly image heavy and doesn’t look good on mobile devices. Our Suggestion ▪ Use well-designed and HTML coded email templates. ▪ The automation can be divided in two series. One should be welcome & the other can be a lead nurture or promotional offer series where you add the subscribers after a month of their completion of Welcome automation. ▪ Need to investigate the delays between emails and send time and optimize it for better performance.
- 7. High Performing Email Campaigns
- 8. Subject Line _________________________________________ Total Sent 4685 Recipients Sent To ______________________ Open Rate 22.79% Click Rate 3.2% CTOR 13% CTR 4% Bounced 17 Unsubscribes 5 View Online Link to the online version of the email Uplers_001
- 9. Low Performing Email Campaigns
- 10. Subject Line ______________________ Total Sent 6321 Recipients Sent To ________________________ Open Rate 5.01% Click Rate 1.08% CTOR 22% CTR 2% Bounced 18 Unsubscribes 8 View Online Link to the online version of the email Uplers_004
- 12. Campaigns Send Frequency We have analyzed campaign for the period of last 1 year. Currently, there is no specific campaign send frequency followed. If there is campaign calendar planned for the quarter and have identified the best day/time for the sends - we will have better campaign send frequency.
- 13. Date & Time Analysis No standard time used to send emails currently. Emails are majorly sent anywhere between 3 pm to 7 pm EET. The best time to send campaigns looking at the nature of business is at the early morning in between 5 am to 8 am or at the evening between 6 pm to 10 pm. Weekend will be the best days to send emails because the customers will be free and must have time to have a detail look into the products and the offers.
- 14. Audit Findings & Key Insights/Suggestions
- 15. Audit Findings ▪ MailChimp Drag & Drop Templates are used for both Automations & Email Campaigns. ▪ Emails are too much image heavy. Ideally image text ratio should be maintained. ▪ It has been seen that single large images are heavily used to display discount offerings. ▪ No consistency in CTA & its Sizes. ▪ All the emails are majorly talking about discounts. Need to plan a better campaign calendar and type of email campaigns to be sent. ▪ No standardized time to send emails. Need to identify best day/time to send email campaigns.
- 16. Key Insights/Suggestions ▪ Instead of Drag & Drop email templates, it is advisable to use custom design & HTML code. ▪ Images in the Email can be kept clickable –it will allow users to reach to the landing page. ▪ Short and simple subject lines should be used to that to increase the open rates ▪ CTAs should be placed above the fold or at the middle of an Email. ▪ Implement popups/forms to increase subscriber acquisition. ▪ Set an active cart abandonment series to get more conversions & revenue. ▪ If feasible, set up browse abandonment series for the subscribers to approach them whenever they view a product and don’t buy from the store. ▪ Setup DKIM/SPF/DMARC for the email domain for better email deliverability. ▪ Identify the best day/time of the sent initially from Google analytics and then testing the identified days/time. ▪ Create segments based on the user location and send campaign as per the user location to increase email metrics.
- 17. Thank You