In-depth analysis – Email Marketing

Analyzing email marketing campaign results doesn’t stop after having reviewed the obvious factors. A good email campaign analysis tool will also inform you of other important factors. For example, the average time spent on a website (or not spent) is a good indicator of how well your landing page is integrated with your email campaign.

If the time spent on your site is too small (or many users bounce), you may want to adjust the design and content of your landing page to look more like your emails.

If the time spent on your landing page is long, but there are still few conversions, you may want to add clearer calls to action. The email call to action should create a sense of urgency within the reader. Long time spent on the website indicates interest, but also shows that readers can’t make up their minds (hint: it’s you who has to make up their minds).

What should you do with this data? An email campaign report is merely a guide from which you have to extract useful information. You should divide your users into segments according to the data you have analyzed. You can, for example, create a separate email marketing landing page for users who spend a lot of time on the landing page and include urgent calls to action in the page. Here, you need to decide what you need to correct and why. Be careful though and pay attention only to the “big picture”, as individual statistics are what they are: simply numbers.

How to Increase Your Open Rate

1. Enhance your subject lines
   According to OptinMonster, 47% of email recipients will open your email based solely on the subject line. Adding some valuable content into the subject line can catch the attention of a recipient.
2. A/B testing
   Try different approaches for your subject lines (it’s length, format or content), preheaders text or delivery features (send day, time or cadence).
3. Segmentation
   If your open rate stays low after content optimization, you should look into your contact list. Perhaps it is not a relevant email for them. Qualify your leads, segment them by groups, and clear your list from uninterested and inactive contacts.

About email notifications

You’ll receive email notifications when there’s critical information that you should see about your Google Ads account. But you can also choose to receive other types of notifications by email.

This article explains how email notifications work. Learn more about how to Change your email notification preferences

If you want to learn more about notifications you receive directly in your account, check About in-account notifications.

How it works

Email notifications are sent to the email addresses of users with access to the Google Ads account.

Here are the different types of email notifications:

• Performance reporting
• Newsletter
• Google market research
• Customized help and performance suggestions
• Special offers
• Campaign maintenance
• Disapproved ads and policy alerts
• Reports
• Billing alerts

For each notification type, you can choose different email settings.

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Resources: https://www.mailigen.com/blog/analyzing-email-marketing-campaign-results/

https://support.google.com/google-ads/answer/1704338?hl=en

https://www.cience.com/ciencepedia/open-rate