Email Marketing Audit: Boost your campaigns and optimize your results

Email marketing diagnostics are a bit like a check-up. By doing them regularly, you will:

• have a precise vision of the real performance of your campaigns,
• identify blocking points and weaknesses,
• implement strategic adjustments to maximize your impact.

If we compare an email campaign to a machine, the diagnosis is a bit like a review that allows us to check that everything is working as well as possible. In short, without a diagnosis, it is difficult to make real progress.

Key steps for an effective email marketing audit

Here's a step-by-step guide to sifting through your campaigns:

1. Analyze your deliverability: the step that changes everything

You can have the best email in the world, but if it doesn't get to the inbox, it's useless. So deliverability is your priority.

• The bounce rate : A high bounce rate can be a sign of trouble in your contact list. Sort out inactive addresses, and make sure your emails are not blocked.
• Your domain's reputation : tools like Google Postmaster Tools Or SenderScore allow you to see how email providers rate your domain. A low score could affect your delivery rate.
• Authenticating your domain : SPF, DKIM and DMARC are essential to prove that your emails are legitimate.

2. Understand engagement: open rate and click-through rate

Open rate and click-through rate are direct indicators of engagement. If they are low, your messages may not be relevant enough or your audience may not be targeted enough.

• Test your items : The choice of words in the email subject line can make all the difference. Try different approaches, like questions or promises of benefits, to see what gets clicks.
• Pre-header : this little preview visible before opening the email can make you want to click. Use it to generate interest.
• Optimized CTA : Every email should have a clear objective. Make sure the call-to-action is easy to find and engaging.

3. Check the quality of the content: relevance and personalization

Well-written emails captivate, while generic content is quickly ignored. By segmenting and personalizing your emails, you can attract and retain your readers' attention.

• Customize smartly : beyond the first name, use behavioral data to tailor offers and messages.
• Be visual, but not too much : Images attract attention, but they should not weigh down the email. Opt for a clean layout that leaves space for the message.
• A/B test the content : try different wording or visuals to see what generates the most clicks and conversions.

4. Measure conversions and the impact of your emails

In the end, it's the conversion rate that really matters. If your emails aren't driving action, they're not achieving their goal.

• Post-click tracking : with Google Analytics, check what users do after clicking. What content catches their attention?
• Conversion rate by segment : Analyze your audience segments to see which types of customers are most receptive.
• Continuous optimization : taking into account the results of your tests, adjust your future emails to best target your audience.