There’s a good chance that you are running email campaigns as a part of your marketing strategy. If there has been a drop in the results in recent years, you need to analyze to figure out the cause of the problem. Keep reading to learn about a technique we used to uncover a problem, and how we fixed it.
Our client recently experienced a considerable drop in form submissions – “leads” – on their website. To figure out why this was happening, we started by looking at the most recent campaign results, compared to the previous year. Over this time, the open and click rates improved. So we needed to look further.
The Google Analytics dashboard showed a great deal of traffic going to our client’s landing page. We had built the landing page very carefully, with lead magnets and a step-by-step funnel approach, but there was something still missing. And the client was losing potential customers.
Here’s how our team analyzed the entire process and the key takeaways!
1st – we reviewed the “Open Rate”
We looked at the number of people who opened the emails – i.e. the “Open Rate”- under the email results. A higher open rate indicates that your email’s subject line has caught the attention of the recipient. Since the open rate had jumped in this case, it meant that the subject line was generating action.
2nd – we assessed the “Click Rate”
In this assessment, we found that the “Click Rate” was higher than the industry average. People were clicking on the email and going to the landing page. A clear indication that the recipient found the email intriguing and wanted to know more about the client’s brand and services. So this wasn’t the cause for the drop in “leads”.
So that lead us to ask this question: If users were going to the landing page, then why weren’t they submitting the form?
3rd – we measured the “Goal Conversion”
To analyze the activity of the users on the landing page, we created multiple “Goals” in Google Analytics. One of these was to track visitors spending more than 30 seconds and another was to measure the use of the “submit button.”
Bingo!!! We were able to identify where the problem was. Compared to the previous period, the numbers had dropped drastically for each of these goals.
The landing page was not performing at the same level as it had before. It required updates – a strong positioning statement, newer interactive elements, and the addition of an attractive offer that users won’t want to miss. We applied heat maps to learn more about visitor click behavior and other patterns. Based on both analyses, the landing page was revised and aligned to better meet the user’s needs.
Mystery solved!
Our first email campaign since implementing these updates shows that the changes are already leading to an increase in “qualified leads” for the business.
While marketing automation has allowed us to scale and reach more people consistently, we must remember to take time to analyze the performance of campaigns periodically and quickly fix any issues that arise. Even if a setup works well initially, over time a refresh is needed to keep users engaged.
Reach out to our team to discuss how you can improve your email campaign and optimize your landing page or anything related to digital marketing.
