You can improve your email marketing results by following these steps:

1. Establish a benchmark for your email marketing KPIs.
2. Evaluate and adjust your performance according to key metrics.
3. Make Regular Improvements Based on What's Working.

Step 1: Establish a Benchmark for Your Email Marketing KPIs

Step 2: Evaluate and Adjust Your Performance According to Key Metrics

• Clickthrough rate: The number of clicks on links in an email divided by the number of emails sent. 
• Conversion rate: The number of visitors who complete the desired task on a website (such as buying a product or filling out a contact form) divided by the number of visitors sent to that website from an email campaign. 
• Bounce Rate: The percentage of emails that were never opened by recipients. 
• List growth rate: The number of new

  subscribers

  added over a specific time divided by the total number of subscribers at the beginning of that period. 
• Email sharing/forwarding rate: The percentage of total emails sent that were

  forwarded or shared

  via social media, email, or text message during any given month. 
• Overall ROI: This is calculated by dividing your profits from email marketing campaigns by your costs for those same campaigns, then multiplying that result by 100%. 
• Open Rate: This measures how often people open your emails (as opposed to deleting them without even reading).

Step 3: Make Regular Improvements Based on What's Working

• Ensure you're sending relevant content:  You want to send useful information and interesting content relevant to your audience. If it's not relevant or valuable, they'll likely ignore it or delete it without opening it!
• Test different subject lines: While this may seem like a no-brainer, many companies don't actually test various subject lines—they just send whatever they think will work best. This can lead to some serious missed opportunities! Try testing different subject lines with A/B testing software and see which ones perform the best for your unique audience.
• Don't forget about mobile devices: Many people check their email on mobile devices these days—but if you're only sending text-heavy emails that look terrible on mobile devices (like lots of paragraphs), you might be missing out on a massive group of untapped customers.

Types of email marketing campaigns and when to use them

Drip Campaigns:

• You can send an email every Friday for three weeks, and then send another one on Monday, then Friday again, so it's like you're saying "Hey! I'm here, and I'm thinking about you." This is a great way to build rapport with someone who may not feel connected to your brand yet (or even know they should be) or just wants some reassurance that they matter.
• You can send an email every day for a week and then switch up the days but keep your cadence the same (e.g., Monday through Friday), so it feels like someone is checking in on them throughout their week—and maybe even anticipating what they need!

Nurture campaigns:

• Send a message that explains the next step in your sales process, like this one from [company name] where they explain how to get started with their product by signing up for a free trial.
• Send a short message explaining what's going on in their account and how they can fix it—this is good if there's been a problem with their order or payment information.
• Ask your readers questions that will help you better understand their needs and wants—this is helpful when trying to determine what kind of content would be most valuable for them.