Not only does January mean planning how we will market ourselves for the year ahead, it also means looking back at what we put out there in the past year to see what content received the most engagement and how we can incorporate more of that success going forward. For example, at the end of every month we send out a helium eblast that shares what we’ve been up to. If you’re not receiving it, you should be, so sign up here as fast as you can [scroll to the bottom of the page]. You don’t want to miss another month!
Recently we spent some time analyzing the results of our email campaigns over the past year to see what juicy tidbits could be extracted and figured we’d share some effective strategies.
Variety is the spice of life, so we like to vary the content in our eblasts. Some month’s we give an inside peak into life at the studio, other times we share projects we’re working on or have completed, and we also like to highlight our clients. By mixing things up every month your audience will be more likely to open your message.
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MailChimp is the handy service we use to deploy our email campaigns. They give us tons of data that makes us a little cross-eyed, but it’s extremely useful in figuring out what resonates with our audience.
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The way to tackle MailChimp data is to first identify the campaigns that had the highest open rates [how many subscribers opened the email]. The subject line with a higher open rate is clearly more interesting to your audience, so try and figure out what was appealing. Do they have anything in common or is it completely random?
Next, we look at the click rate and the clicks per unique opens. We like to look at the actual number of clicks as well. It helps to digest the data and make sense of it. The click rate tells you how many subscribers clicked in the email and the clicks per unique open reveals how many people who actually opened the message then clicked on the content. MailChimp not only lists the URLs that were clicked, but they also generate a visual map of where people clicked in the email. Categorizing the type of content included in your messaging will help to figure out what information interests your followers the most. It’s fun to move things around each month to see if placement effects engagement.
One thing we’ve realized is that sending emails more frequently does not necessarily increase the number of clicks in a campaign. It is important to decide on a schedule, whether it’s once a month or once a quarter, and stick to it. Consistency is key to developing a loyal following. Remember, content is king so be sure the overall subject matter is tailored to your audience. Our friend MailChimp gives the industry average for open rates and click rates, which lets you know how well your emails are received. We love this feature! The marketing + advertising industry average open rate is 12.2%. We’re proud to say our average open rate is almost twice the industry standard at 22%! Keys to our success are crafting intriguing subject lines, varying the content and consistently sending an eblast every month.
After analyzing the data from last year’s email campaigns we’ve recognized the type of content our audience engages with the most and will be sure to include more of that information going forward. Stay tuned for some snazzy helium eblasts! Let us know if you incorporate any of these tips into your email campaigns by tagging @heliumcreative on Instagram or Facebook.