The management of an e-mail marketing campaign does not end with the sending of the message.
The most important and delicate phase, in fact, is the analysis of data in order to deduce useful information for the planning of increasingly profiled campaigns.
Compare the performance of your campaign with previous results
Data has meaning only when compared. Knowing if the most recent newsletter has a greater or lesser opening rate helps to draw useful observations on how to set up the subject of the subsequent newsletter or to better identify the day of the week or even the time to send it. Understanding which graphics solution generated the best interaction, in terms of clicks, can also help improve the template design.
Know your users and carry out targeted campaigns
Many newsletter applications allow you to collect data on users who have read a particular message or clicked on a link. This information is crucial if you want to provide the user with a targeted response based on the behaviour recorded.
Say, for example, that the user John Doe receives a promotional communication relating to three different cars: Model 1, Model 2 and Model 3. Now let’s suppose that the user in question only clicks on Model 2. This data would allow us the possibility of planning a marketing campaign focused on the characteristics of Model 2 which would be solely intended for John Doe and all the other users who have shown the same interest.