Many businesses will periodically perform an email marketing audit to make sure that their emails are working the best they can. You may not even be aware when technical problems occur or if a certain format is not performing as well as you expecting. An email marketing audit can help you identify specific issues so that you can make the necessary adjustments in order to perfect your emails.
There are certain areas of email marketing that may be useful to look at during an audit. You can consider whether or not you have effective subject lines for your emails based on how many of your emails remain unread. If you have a low open rate then that could be a an issue to address by making more enticing subject lines that appeal to readers.
Another thing to look at during an email audit is how your sender name appears to readers. Does it look trustworthy or does it seem like spam? You should look at how the sender name is displayed and how the name impacts whether the emails are opened or not.
Other important aspects of an email marketing audit include personalizing more emails based by including the recipient’s name or sending specific emails based on their purchase history. You also need to make sure that the body of the email has effective copy that is increasing click rates, leads and sales. Content should be concise and compelling, urging the reader to take action.
One of the key elements of email marketing is having an effective call to action somewhere within the email. Your call to actions need to be clear and unique so that customers will read them and potentially click through. The goal of an email audit is to find ways to make adjustments that will get more customers to open and read emails and hopefully click through to your website to make a purchase.